· Nail colour is largely the domain of younger women with usage trailing off once young children are on the scene.
· Badly groomed (bitten) nails are often associated with nervousness. Conversely, groomed nails have a positive impact on confidence to some extent for the majority (58%) of adults.
· Nail colours are often touted as an inexpensive means of updating women’s wardrobes and staying abreast of fashion trends. It may also be considered a relatively inexpensive pick-me-up at a time when most consumers are obliged to keep a close eye on their spending.
· There is also increased activity on the retail front. Superdrug, for instance, began opening Andrea Fulerton Nail Bars in October 2010 in some of its stores, while Tesco is currently trialling salon services – including nail bars – at a handful of its doors. Boots is reportedly planning to devote dedicated areas in its stores for nail items.
· Sales of hand, nail and foot care are forecast to grow by 35% between 2010 and 2015 to reach sales of £265 million. With consumers’ discretionary budgets under pressure as a result of general economic gloominess, growth in the hand care segment will likely be driven by increased frequency of use.
· Women who shy away from using nail polish because of its perceived awkwardness may be convinced to enter the category by innovative new product formats that deliver fashionable finishes in a fiddle-free snap.
· Younger demographics (15-24) represent the highest volume users of nail varnish and adults aged 45-54 the least
“I treat nail polish as an accessory and use it as a way to introduce colour to any outfit.”
– Female, 16-24-year-old, ABC1
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