Key market: South Korea
Although nail care product launches that focus on formats, claims and textures are expected from around the world, South Korea is expected to be a hub for beauty innovation.
With K-beauty attracting international acclaim and developing inspired skin care ranges in both the US and Europe, cute creations, strong claims and hybridisation is expected to help advance nail care innovation in the key growth area.
South Korea saw nail polish and varnish sales increase between 2014 and 2015, with estimates from Mintel predicting a further rise from 2016 sales.
Skin care merges with nail care
In its Beauty Spot: The Future of Nailcare blog, Mintel reports how consumers are now seeking to “care for and treat their skin, not simply disguise imperfections”.
In China, for example, more than a third of make up wearers opt for facial skin care products over colour cosmetics, indicating the importance of the protective, restorative and treatment demands of the China’s audience.
“The blurring of the boundaries between skin care and make up has led consumers to expect more from their make up products, and look for additional skin care claims,” stated Charlotte Libby, Global Colour Cosmetics and Fragrance at Mintel.
“Consumers are interested in ‘future proofing’ their skin and will, therefore, look to prevent and treat their skin,” Libby added.
Claim protection
Chemical understanding and regulation have a fundamental influence on the growth of the nail care sector as negative media coverage of parabens and preservatives have generated fear in consumers.
Libby emphasised how innovative ingredient use is set to develop the nail care segment: “‘Free-from’ and ‘natural’ claims have emerged in the nail care market with the introduction of water-based polishes and free-from formulations, as well as the use of health ingredients such as Kale.”
Convenient at-home creations
There is a rising number of producers and marketers focusing on cutting-edge nail care trends in the nail care marketplace that have been designed to maximise convenience.
Hush Eco Water-Based Peelable Nail Polish has launched its peel-off formats to boost convenience in removal, while Anna Sui Peel Off Base Coat increases ease of use by offering the option to not use a remover.
Quality at-home DIY beauty options are becoming increasingly popular as consumers look for quick, cost-effective, convenient and easy alternatives to salon treatments. Dashing Diva Magic Press Press-On Gel-Manicure nails are press on gel tips that are marketed as an alternative to a manicure session.
Protect and promote
Health and treatment are key drivers in the nail care segment as brands look to leverage restorative and maintenance claims that promote active and fresh nail care.
Etude House Help My Finger Art Gel Coat and Essence Spa provides nail health and treatments which focus on maintaining and restoring healthy natural nails, while Skinfood’s Fruit
Drink Nail contain nail friendly ingredients and claims which cross over with the health and fitness active beauty trend.
With facial skin care consumers proving popular and the anti-ageing sector still going strong, brands are looking to replicate formats to appeal to nail care buyers searching for an intensive treatment.
Laboratoires Filorga Hand-Absolute Ultimate Rejuvenating Hand & Nail Cream, and Felinz Nourishing Hand Mask are two emerging products merging skin care ingredients and nail care production.
Nail care treatments will continue to focus on building upon these growing APAC-focused segments to increase its purchasing power and attract new customers.