Another exciting year is predicted for the global professional nail care market, which continues to offer seasonal colour collections, new textures, and more natural formulations, all delivered through creative marketing campaigns. According to Kline research and consulting firm, while 2015 was all about the revolutionary long-wear nail polishes, which contributed to a significant portion of this market’s sales, 2016 brings innovation to the next level.
Mirroring the booming natural trend in the personal care and hair care markets, professional nail care marketers are now turning their attention towards improving product formulations to make them vegan, as well as free of parabens, formaldehyde, DBP, and toluene. Marketers are increasingly focused on being able to integrate ‘3-Free,’ ‘5-Free,’ and ‘7-Free’ claims into their marketing campaigns.
Following this trend, Revlon’s CND, synonymously known for its gel polishes, enters the traditional nail polishes category in 2016 with its ‘7-Free’ Creative Play collection, which comes in 80 shades across 10 textures. The concept takes manicures to a new level, encouraging the layering of different colours and finishes on the nail to create unique designs.
Some interesting new concepts also emerge in 2016. These include the American International Industries’ IBD Just Tints collection, which encompasses sheer tints in a gel polish, and L’Oréal’s Essie Gel Setter 3D Pop Tints, a colour-pigmented top coat that enhances the shade and shine. Essie launches a consumer at-home collection of long-wear colour polishes this year with its two-step GelCouture Nail Polish collection.
Nail art continues to be a mainstay in the professional nail care industry. In 2016, market leader Coty introduces the OPI Artist Series …
