NEW YORK — These days nail treatments solve everything from brittle nails to bacteria-infected nail beds. But can they help retailers, who are suffering from eroding sales in the artificial nail and nail polish segments, to offset a dipping top...
NEW YORK — These days nail treatments solve everything from brittle nails to bacteria-infected nail beds. But can they help retailers, who are suffering from eroding sales in the artificial nail and nail polish segments, to offset a dipping top line?
Be it an established brand vying for incremental space, or a newcomer hoping to elbow its way onto the wall, vendors anticipate retailers will continue to dedicate more space to nail treatment lines at the expense of underperforming segments come spring. According to Information Resources Inc., nail sales fell 5 percent to $573.5 million for the 52 weeks ended July 11, excluding Wal-Mart.
Sally Hansen, the stalwart sales leader in nail treatment, dominates the category with more than 50 percent dollar market share. The company, which on July 2 was bought by DLI Holding Corp., is extending its nail treatment line, Beyond Perfect, into a complete benefit-driven spa collection for the entire body in November. Within that is the addition of the Beyond Perfect Spa Pedicure, a line that aims to replicate luxury spa treatments at home. Products in the line — Radiant Glow Foot Scrub, 18-Hour Dry Skin Foot Crème and Extra Strength Callus Remover Gel and Luxurious Foot and Leg Mask — are infused with marine and orchid extracts. Each of the four products will be available this November for a suggested retail price of $7.50.
Sally Hansen will continue to mix treatment with polish with the launch of Diamond Strength No Chip Nail Color, a waterproof formula that contains diamond particles and biomarine protein to build nail structure and promote growth. This November, Diamond Strength will be available in 24 shades for a suggested retail price of $4.50. The brand, which will also add a lip product to the Diamond line, aims to create different departments, such as Beyond Perfect and Diamonds, within its nail care assortment.
Pacific World Corp., maker of Nailene artificial nails, jumped into the treatment segment last spring with Crystal Hard, a nail hardener that contains iron, keratin and zinc, and Nutri Strength, a nail strengthener with titanium, calcium and biotin. Nailene plans to expand its treatment business with a significant offering in 2005, said Joel Carden, senior vice president of sales and category management for Pacific World. Carden added that while fashion trends that drive growth in nail polish and artificial nails are cyclical, an aging population will continue to fuel treatment sales.The recently restaged Jonel brand, owned by Markwins International, is now getting serious about treatments and nail health. Jonel will expand its Salon Collection line of treatments this December with Revitalize It Cooling Nail and Cuticle Treatment for $1.99, a nongreasy serum that imparts a tingling sensation on nails.
Jessica, a name made famous by its salon in Beverly Hills, continues to gain retail space for treatment. The brand, which entered the mass channel three years ago, is readying to introduce several new treatment products in early 2005, such as Bend Don’t Break, a new nail strengthener that also encourages flexibility for $6.99, and Unbreakable, a nail coating that mimics the effect of artificial nails for $6.95.
SOS Cosmetics, a relative newcomer to the category, aims to carve out its space in a saturated category with three treatment products, namely SOS Complete All In One nail care, a nail gloss that acts as a base coat, top coat, strengthener, growth stimulant and conditioner; Bleach Nail Whitening Stain Remover, a whitening treatment that removes yellow and nail discoloration commonly caused by smoking and self-tanning lotions, and Cuticléss Instant Cuticle Remover, a polish formulated with vanilla and vitamin E to smooth and condition cuticles. All three products carry a suggested retail price of $5.99.
In January, SOS will add two more cuticle serums to the line called Theracutic. To help introduce the brand, SOS has recruited a spokesperson, Carla Kay, manicurist to stars such as Britney Spears and Pamela Anderson.
SOS’ striped packaging, which is reminiscent of a candy striper uniform, was designed to call attention to SOS’ nail- help theme. Women’s current preference for bare, natural- looking nails continues to fortify the treatment trend, said Mark Dorfman, president of SOS Cosmetics.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty