Nail Identity and Innovation

Nail identity is the ultimate fashion statement! It is intricately woven into shades and patterns that complement lip and eye color, hair design and even tattoos. This cohesive identity trend emerges from the fashion houses of New York, Paris and London. Trends from “Star Wars,” “The Hunger Games” and Lady Gaga are training consumers to nail a fashion identity. No matter how extreme, matching green lip and nail color may be new fashion news.

Nail identity can require up to three shades of polish. There are variations of French manicures that can require several textures and hues. Consumers are applying the same shades of artistry and dimension to their toes. No matter how expressive the artistry, the trends will boil down to extensive and expensive nail care. Acrylics, tips, glues and gels are heaping on nail health challenges. Even though previously expensive in-salon services cost less, DIY home care will force consumers to shop for nail care between visits.

How can the OTC dealer nail the opportunities of these fashion trends? Polish variety in shades and textures are important. Nail care products and implements are another important source of business. As the cost of a bottle of luxury polish and the cost of a spa manicure become more affordable, your customers are willing to experiment and indulge. Much of these new design experiments will require increased nail strengthening, cuticle and skin care. Extravagant nail identity techniques will lead to a growing need for nail care innovation.

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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.