Nail polish category shines as consumers bypass salons
If there’s one big story currently playing out in nail care, it is that nail polish is hot. Red hot.
According to data provided by The Nielsen Co., sales of nail polish for the 13 weeks ended Aug. 8 at food, drug and mass (including Walmart), totaled about $116.6 million, up an impressive 18.1% compared with the year-ago period.
It is likely that the economic crunch has prompted many beauty mavens to skip the pricey salon for cheaper at-home manicures and pedicures, as it has been years since nail polish has received such fanfare.
Coty Inc.’s Sally Hansen brand reported that recent IRI data showed that Sally Hansen nail color achieved a 51.1% share during the four weeks ended Aug. 16 at food, drug and mass (excluding Walmart). According to the brand, its growth has been fueled by several successful launches: Sally Hansen Insta-Dri fast drying nail color, which was introduced earlier this year and has won several beauty awards, including the recent Beauty Breakthrough Award at the Allure Best of Beauty Awards; Sally Hansen HD Hi-Definition nail color inspired by HD technology; Nail Art Pens; and new shades of Xtreme Wear.
Sally Hansen once again partnered with designer Tracy Reese during Fashion Week to create a new collection, and the Sally Hansen team manicured all of the models backstage. The brand also did manicures at Tracy’s Hudson Street store for Fashion Night Out, and participated in the CVS/pharmacy Reinventing Beauty Fashion Week Lounge by giving manicures from Sept. 12 to 17.
MODE Cosmetics, a beauty brand developed by sisters Cristina Samuels and Jennifer Isaac, is launching for its fall/winter 2009 collection a new nail enamel inspired by the hit television show “Mad Men.” In a throwback to the 1960s, the nail enamel comes in Creamy Fire Red, and will be available in December.
Keeping in line with the trend toward at-home solutions, false nails also are experiencing double-digit growth. According to data from The Nielsen Co., sales of false nails and nail decoration rose 15.4% to nearly $41 million for the 13 weeks ended Aug. 8 at food, drug and mass (including Walmart).
Joel Carden, EVP of Pacific World, told Drug Store News that the rebranding of its Nailene brand of artificial nails has proven to be a success to date, and it expects to see double-digit growth. In addition, the company is shipping this fall its new no-chip technology under the Nailene So Natural brand. “We are finding that this economy doesn’t have to hurt the nail care business,” Carden said.
Meanwhile, artificial nail manufacturer Kiss is launching for the holiday four new limited edition designs available in medium and real short lengths. The Design Everlasting Nail Kits will be on shelves Nov. 1 through Jan. 1.
Vaseline seeks to enhance brand with new video advertising
BOSTON Vaseline, a Unilever brand, has tapped ScanScout, a provider of in-stream video advertising, to use a new video advertising format to promote its new Sheer Infusion with Stratys-3 lotion.
The new technology, known as Super Pre-Roll, takes the viewing experience from passive to active by allowing customers to more deeply connect with a brand. It enables the brand to get feedback in real time by inviting people to interact with the spot, while also communicating product benefits.
The campaign’s ad combines Vaseline Sheer Infusion’s pre-roll with an interactive poll that ask consumers what they like best in a body lotion. Once the viewer takes the poll, they are offered a link to a coupon and more information about the product.
“At Unilever, we are always looking for innovative ways to engage with our consumer and as online video advertising becomes increasingly pivotal for advertisers, it’s important that new methods are introduced to keep consumers captivated,” stated Rob Master, North America media director for Unilever. “We are excited to be the first to charter Super Pre-Roll and use this new technology to interact with our customers and solicit their feedback. The format allows a viewer to more deeply connect with the brand by engaging with us on their own terms and without disrupting their viewing experience.”
First Aid Beauty line to be sold at Sephora
NEW YORK Skin care brand First Aid Beauty has partnered with Sephora to launch exclusively in Sephora stores in January its new solution-driven line of skin care products dubbed First Aid Beauty.
According to the beauty company, the FAB collection creates a new category in the prestige marketplace and “ups the ante on drug store brands aimed at problem skin by delivering innovative daily solutions and treatments, scientifically advanced and dermatologist-recommended formulations, luxurious product textures and contemporary, identifiable packaging.”
The six-SKU collection addresses such chronic conditions as severe dryness, eczema, facial redness acne and dark circles.
The products, packed in apothecary-chic packaging, will be priced between $14 and $34.