Nail Caring, Curing for Arts’ Sake

Nail art has reached global proportions. Worldwide runway trends are immediately available to OTC consumers. Intricate multi-media designs with polish, metallic materials, crystals, pearls and beads are used to create drama—from abstract art to replicas of foodstuffs. Consumers can now purchase at-home gel and art nail kits. At-home nail care and cures are also becoming an essential investment. Fractured nails are more evident as consumers follow artsy trends of layering designs on top of synthetic acrylics and glues. Your clients will need strengtheners, shields and moisture restorers to counteract the abuse in the name of art.

Consumers and nail professionals both need base coats, strengtheners and staining treatments to remedy the effects of art. Nail texturing is so globally popular, even men are wearing dimensional art and colors. K-Nail trends are Asian-inspired techniques which use filing techniques, see-through art and 3-D gels to make miniature sculptures on the canvas on one’s nail bed. OTC shelves should stock the before and after care products for nails that are the canvas for art.

Nail art has taken on a further dimension—all the way to the moon. Many consumers are wearing polish designs that represent 50% half-moon. At the base of the moon-shaped design there will be glitter, texture and raised art. These high fashion trends reached the inner-city streets in a manner of months. All of this design must come off. The care and curing of nails and cuticles will be as big a business as the nail art and design.


Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skin care and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning. For more information, visit

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May 2024


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