NEW YORK — At-home gel manicure kits are emerging as the brightest category in the mass market, as women find they are adept at creating salon looks for much less.
While this segment is not broken out separately, retailers say it’s the catalyst behind double-digit gains in nail care, as reported by The NPD Group.
Not surprisingly, earlier this month gel manicure products garnered lots of attention at the National Association of Chain Drug Stores’ Marketplace meeting in Denver, the final installment of the annual gathering in its current form. A new show called Total Store Expo, slated for August 2013 in Las Vegas, will combine three NACDS meetings — namely Marketplace, the Pharmacy and Technology Conference and the Supply Chain & Logistics Conference.
One of the early entries into at-home gel manicures, Red Carpet Manicure, kept its momentum going with fresh products that made their debut at the show. “We were the first brand on the market, and our retail partners are extremely happy with [our] product launches,” said Barry Shields, a founder of Red Carpet.
The latest introductions are Limited Edition Nail Art Kits, including Tips & Tricks, French Manicure and Gems & Jewels. Tips & Tricks features products to create fades, dots and marbleizing. The French Manicure kit includes tools to create a refined French look. Gems & Jewels has crystallized gems, jewels and glitter. Also new is a Neon collection, reflecting the consumer interest in shocking brights this summer. “Neons are proving to be one of the hottest nail trends,” said celebrity manicurist Gina Eppolito. “It’s great that Red Carpet Manicure is able to adapt runway trends into their line quickly for consumers.”
Shields added that a new gel polish remover kit is being raced to market to improve the removal of the gel nails.
To help teach at-home users how to apply gel nails, the new Red Carpet products have QR codes on packaging that direct users to a video on the company’s Web site.
Red Carpet is currently sold in Ulta, Duane Reade, Fred Meyer and Meijer. The line is also available in 17 countries. The kits have a suggested retail of $29.99 each with the individual bottles of color polish available for $9.99.
“This is really incremental business,” said Shields, noting that the kits attract new customers.
Red Carpet isn’t the only at-home offer. Sephora by OPI offers an option; Kiss is launching one called Kiss Ever-Lasting, which adds a gel-like appearance to its artificial nails; QVC has a huge hit with gel nails by Mally Roncal, and SensatioNail is the brand also gathering steam from Pacific World.
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