The nail care and color market has declined since 2014, with substantial losses in the key segment, nail color. While category engagement is struggling as a whole, consumer concern around the damage of frequent polishing and growing interest in ingredient formulations is evident in the success of artificial nails and color-plus-treatment polishes. Finding new ways to promote nail launches and highlighting free-from claims present key opportunities and could help invigorate the category.
This report looks at the following areas:
Cyclical nature of the category has led to a decline in sales Women are less engaged than a year ago Concerns about damage could be steering women away from gel polish