The explosive growth in sales of professional nail care products outshined resilient but modest growth rates in other cosmetics categories, posting over 25% increase globally in 2012, according to Kline’s exclusive Professional Nail Care: Global Market Brief. The report closely examines the latest products, key trends, and emerging technologies triggering growth on the professional nail care scene. Compared to other beauty treatments, these services remain affordable indulgences, which are driving greater consumer demand.
“Contrary to the waning performance of some other professional care segments, the limping economy is fueling industry growth by prompting consumers to enjoy and indulge in a little affordable luxury,” observes Agnieszka Saintemarie, the report's project manager. “Moreover, fashion trends are favoring nails with nail-art fashion transforming women’s nails into stylish accessories, supported by an encouraging flood of innovative, fashion-forward nail-care products.”
The introduction of more than 30 important new gel products in the past two years—consequently raising the recognition of gel products—has also spurred the market’s strong performance. However, in some countries such as Brazil, nail gels are not as popular as nail polishes, which are more affordable. Gel products continue to grow at a stellar rate, posting nearly 30% growth in 2012.
A trend of express nail bars, which has sprouted up in larger U.S. cities, also has become commonplace on Europe's high streets in recent years. In the U.K. alone, the number of nail bars increased by 20% in 2012. In the U.S. and more frequently in Australia, salons are offering young girls and teens “nail parties” as a novel and successful take on birthday parties.
At the regional level, all geographies post double-digit growth in 2012, with Latin America leading the way with the highest increase of more than 30% due to the increasing number of women in the workplace, steady launches of new products, and many cultural factors outlined in report. Developed markets such as the U.S., the U.K. and Germany also highly contribute to driving the market.
Leading professional brands vary by region, with the smaller local brands often leading within some regional markets. OPI holds a commanding lead on the overall professional nail care market with near 20% of total market share, followed at a distance by CND.
Currently, recent product innovations allow nail artists to harness cutting edge technology, thereby decreasing service times to be cost-competitive. With this in mind, marketers focus on covering extensive product portfolios so salons do not have to take on additional brands.
The study’s findings also reveal that the professional nail care market will continue to grow, although at the slower pace. Having the right manicure and color has now become the norm, as opposed to a luxury, driving the market to prosper. However, nail salons must stay current with the latest trends and technologies to remain competitive. Continuous competition coming from other classes of trade, coupled with other new business styles, threaten the segment in most regions. The cyclical nature of the nail category may also swing out of the market’s favor during the forecast period.