CPNA is THE place where beauty innovations come to the forefront and get unveiled. If CES serves as the launch pad for all things high-tech, CPNA is the stage where beauty innovators connect with key buyers.
The nail category generated over $700 million in sales in 2012 and over the past five years has had a 37% increase in market size by business revenue alone. Although, according to IRI nail polish sales have declined for the 12-week period ending on August 11th. A 1% decline equaling to the amount of $225 million in mass outlets is leaving suppliers and retailers scampering to find that next big thing to make up for the recent turn down in numbers. Even though market numbers may have recently shown a slight turn down in comparison to previous years there is still no comparison in the overall growth of the nail sector when placed with other beauty trends. According to TBC’s 2014 PinkReport Nailed: The Allure of Nail Color, “More than 50% of all nail polish users at every age agree strongly that a great manicure is important, as well as that a new nail polish is a fun pick-me-up”. Consumers are continuing to experiment with this sector of beauty in seeking a range of nail art and we’ve seen this at the 2014 event.
Attendees at this year’s CPNA show also took note of the nail sector’s presence, “Walking the exhibit floor at Cosmoprof North America this year, I was struck by the enormity of nail polish offerings. It seemed every other exhibitor had vast racks of colorful, shimmering, glittery bottles on display. Lacquers and mattes, textures, gels… the styles, colors, treatments and tools were endless”, said Denise Herich in her nail segment piece Feeding Her Insatiable Appetite for Nail Polish for www.GCImagazine.com.
Many nail manufacturers are evolving nail art to new levels. Similar to hair, there is a fine art to coloring nails. Beauty consumers are finding that nail polish is an affordable luxury whether they are DIYs or dropping serious coins to get their nails runway ready. Nail dress has emerged as a big category, and nail brands are catching on-to the idea of tailoring their products to your style sense. Consumers are definitely shaping this market one nail at a time. From matte nails to top effects and even the growing trend of male manicures, the nail world is extending itself beyond all limits! According to GCI Magazine universal appeal is the reason for the latest popularity rise in the nail category. Studies have shown that nail consumers are not the most brand loyal consumers yet they still like to have a selection to choose from. On average each nail polish consumer has several different brands on-hand, and owns more than 30 bottles of nail polish at once!!!
High gloss shine nails are leading the way in what beauty trendsetters and consumers want right now. Young Nails introduced its new line Caption polish with LacQ3 a multi-patented exclusive technology that delivers a flawless finish. Caption nail polish has a long last and doesn’t chip. Available in 78 colors Caption nail polish also includes 18 top coat effects for creative applications. Since the Cosmoprof 2014 show, Caption’s new line has received positively strong feedback, “We have had a huge response to the line. We launched in a number of countries since the show, which is very, very exciting, some of which are Australia, UK, Ireland, Netherlands, Switzerland, Sweden, and Russia,” Habib Salo, CEO, Young Nails. During New York Fashion Week Caption partnered with Rachel Zoe’s DreamDry to offer custom manicures to celebs, VIPs, and top media editors created an atmosphere of tremendous success.
CPNA’s event this year lead the way in showcasing a number of nail brands some returning with their hottest must haves while others came out with a bang with their newest products. So many brands but here are a few to name. O.P.I. displayed their accelerating new colors inspired by Ford Mustang; Race Red, Girls Love Ponies, and Queen of the Road are a few to name. Orly also made a statement with the first ever. BB Crème nail polish. As topical cosmetic treatment that helps to smooth, moisturize, and brighten natural nails this is a major necessity for all nail polish collectors. The sheer pink tint the polish gives is simply icing on the cake as to why Orly’s BB Crème is the buy to make this season.
LVX made a statement at this year’s show. Their recent re-stock of the Roux color is the bottle nail fans everywhere want to get their hands on. As well as their other bold color selections of Monaco, Truffle, and Cameo. Jessica Cosmetics also launched their “In Bloom” collection this summer at CPNA. The colors were inspired by nature’s bloom which we love. Colors such as Blazing, Awakening, and Whispering made nails look sweet and playful this past summer and now they’ve recently posted their new autumn collection onto their website.
A couple other nail brands to keep an eye on are CND “Shellac” and “Vinylux” line, as well as Essie. CND launched their high-shine, zero dry-time, 14 day-wear line this past summer and it’s very clear why they’re one of the global leaders in nail beauty. Essie gave us the most-wild colors this year amplifying strong beauty through their colors. We just can’t seem to get enough there are so many colors and techniques to maintain fashion forward nails this year!
The nail category is still clawing its way to new heights with a breakout of innovative nail trends and social media is the leading digital platform to promote and display the array of different nail styles everyone can have for themselves. “One senior drugstore executive is putting her budget behind nail art to help offset soft nail-color sales. Tallon agreed there’s a big audience as witnessed by the flood of nail designs on Instagram.”.
CPNA 2014 used social media to share all the new ideas presented on the show floor here are a couple of status updates, “Over 30,000 colors and designs of gel nail polish over at Willstar Trading. Booth D3153 #nails #gelnails #mani #pedi”
“You HAVE to visit Amelia Knight at booth #A23313 to see their new Feather Manicure – the latest trend in nail art.” Follow us on Twitter for updates about CPNA’s annual show and to see more check out some of the attached photos, then follow us on Instagram.
Starting at the top of the corporate nail industry all the way to locally owned nail shops, nails seem to have us all engaged whether for style or business. According to IBISWorld1.6 million people are employed by nail businesses in the U.S. and that stat does not include major corporations. Nails are making big bucks for anyone who is hands-on in the business. Brands within the nail sector are consistently creating products that cater to their evolving consumer base, and that is you. If you haven’t noticed by now the nail world has become all about YOU. Own it then run it!
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