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At Your Fingertips

By: Sara Mason
Posted: March 5, 2008, from the March 2008 issue of GCI Magazine.

page 4 of 5

Bourjois 1 Seconde, enriched with fast-drying silicones, also boasts a patented extra-broad “smart” brush that adapts to the size of each nail to provide one stroke application. The unique bottle cap and brush is held like a pen, featuring “non-skid zones” for a firm grip.

Mass-market brands also have to compete with salon application, which tends to look smoother and last longer, and this requires packaging and ingredient innovations. Maybelline’s newest edition positions itself against such results. Salon Expert Nail Color features an exclusive curved precision brush that “hugs every curve for professional results.” It also boasts iron and calcium for added strength to help prevent breaks and splits so the self-manicure lasts longer.

Similarly, Sally Hansen recently launched Salon nail lacquer with a patented formula featuring pure, micromilled pigments and silicone for the “ultimate application, color and shine,” as well as a 650-bristle professional brush for a streak-free application. Special ingredients include a natural mineral complex and epoxy resin bond for hard, durable color, and UV protectors to help colors stay true.

Nail polish is also likely to appear on the UV radar screen as innovations utilize the potential of titanium or zirconium oxide nanoparticles to filter UV rays and improve nail polish resistance. For example, Avon’s UV Gloss Guard Top Coat, introduced in 2005, features a built-in sun protection to keep nails looking glossy while helping to prevent yellowing and fading.

Convenience also means fuss-free applications and quick-drying formulations, and there are new expectations that nail products be increasingly free of toluene, formaldehyde and DBP—and that is both home nail products’ challenge to the professional market and a formulation challenge. “We are always looking at ways to create products that are better for the environment, using more natural ingredients,” said Essie Weingarten.