Breaking News

Marketers Nailed It!

June 6, 2013

According to NPD Group, color
is the main factor influencing
nail purchases.
• According to global information provider The NPD Group’s March 2013 Nail Care and Polish Consumer Report, more than half of women (age 18+) have purchased nail products for at-home use or professional nail services in the past year.

Color is the main factor influencing purchases, with more than 60% of nail product/service buyers reporting that as long as they get the color they want, they do not pay attention to the brand.

With six in 10 women indicating that they want to try new nail care products, at-home experimentation is being expressed through nail polishes that have special effects, such as glitter, crackle, and shimmer.

”Nail care is an important part of today’s beauty ritual, but some preferences differ between the at-home crowd and the salon-goers. As women shift between these nail care options, it will be interesting to see if their preferences change as well,” said Karen Grant, vice president and global industry analyst, NPD.

In the past year, women spent an average of $204 for salon services, which is almost six times more than what they spent on at-home products. Women age 55 and over spent the most on professional nail services in the past year.

According to NPD, women are about three times more likely to purchase a professional gel manicure than they are to buy gel polish for home use.

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