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At Your Fingertips

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

page 5 of 5

Companies that don’t have the retail advantage, such as Avon, continue to position nail as the final step in a total home beauty regimen, positioning nail lacquer as a fashion accessory to complete every look. “We have to continuously provide a compelling communication story, with products that back it up, that replicates the salon look at home,” said Robinson. According to Robinson, this means quick-drying, long-wearing or strengthening enamel plus great color. “We are currently exploring a range of new acrylate polymer technologies that are enabling us to make nail polishes for home use that have great, long-wearing shine,” added Josie Adams, executive R&D director, Avon.

New colors and application technology could renew interest in a market lacking major innovation. It may not convince consumers who prefer the natural look, but could appeal to those who are not willing to invest in professional manicures. While such conveniences are unlikely to help nail polish exceed current lackluster forecasts, according to Euromonitor, it offers nail polish brands new hope in reviving sales.

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