Generations of women have banished their woes with a lick of scarlet lipstick. During the second World War the Government even encouraged the inexpensive indulgence, dubbing it the ‘red badge of courage’. But when times are tough, today’s generation boost their mood with an alternative warpaint nail polish. Nail care sales have soared as cash-strapped women paint their nails as an affordable update to their look, new research has revealed.
Women And Nail Polish
Sales of nail polish, which in 2009 accounted for 9 percent of all make-up sales, have grown at over twice the rate of other colour cosmetics in the last five years. Sales grew by almost 23 percent to $100million in 2008, a study by consumer analysis mintel found. And despite the recession the figure had soared to $150 million by 2010.
Authorities In Nail Polish
Vivienne Rudd, senior Beauty analyst at Mintel said nail polish sales have defied expectations. ‘Nail polish has performed very well despite the economic downturn. It is relatively inexpensive treat,’ she said. While women on a budget may hesitate to buy a new dress or shoes, nail polish may be used as an economical means to update their look and keep abreast of fashion.
Market Verdict On Nail Polish
A competitive jobs market also seems to have brought the need for a professional appearance back into focus, with immaculate grooming obligatory. Well-cared for nails play a significant role in projecting a positive image to others, the research claimed. Three quarters of women and half of men believe chipped or bitten nails create a bad overall impression, the survey found. Meanwhile groomed nails had a positive impact on confidence to some extent for the eight in ten women and six in ten of all adults. One third strongly agreed that groomed hand and nails boost their confidence. Researchers also found that manicured nails also have a role to play in helping keeping people keep pace with younger colleagues.
Women That Love Nail Polish
Four in five women believe to some extent that hands reveal a person’s age as much as their face, with adults aged 55-64 most likely to believe hands indicate age. But it is younger women who are the most likely to paint their nails. Seven in ten women aged 15-24 paint their nails, with a minority, one in five women in their early twenties, applying nail colour at least once a week, women, aged 45-54 were least likely to use nail polish, the research revealed. But professional nail treatments in the UK are still relatively uncommon, with less than one in five visiting manicurists. Although the prospect of professional treatments is appealing to 45 percent, almost half of adult women, the cost – a basic manicure can run to the price of a meal at a restaurant chain- remains a barrier for many.
Nail Polish Industry
Industry giants have been falling over themselves to take advantage of the new fad by buying up nail care brands . Coty, who already own high street labels Rimmel cosmetics and sally Hansen, announced plans to buy hip polish company OPI last November. Selfridge reported huge waiting lists for certain brands of polish last year. Particuliere, Chanel’s coveted mushroom shade polish- first spotted on Lily Allen’s fingertips on the spring/summer 2010 catwalks-sold out within hours of its initial launch on January 29th. Jayne Demuro, Head of Beauty at Selfridges said: Nails are one of beauty’s biggest trends right now, with nail colours and designs becoming the ultimate fashion accessory. ‘Nail varnishes provide a quick-fix update to any outfit in any season and at a reasonable cost which means their popularity continues to increase’.
