Nail polish is not only recession-proof, it’s taking over the beauty counter
You could say I'm a nail polish junkie. Getting new bottles mailed to me constantly doesn't help, but my nail habit started young, and friends still ask me to paint their nails for them on occasion. After all, I have a steady hand and about 150 bottles to choose from. Last week I received Essie's new French Affair nail polish collection (available in stores in February), and I have already given myself manicures with the three shades pictured at right: Nice Is Nice, Coat Azure, and French Affair. I don't think I'll ever tire of trying out new colors or using polish to reflect my mood.
Essie are the fairy godmothers of nails, currently delivering over 260 mani-pedis every year, and they certainly know how to keep up with trends. They enlisted IRI, an independent research firm, and received survey info from A&U and Shopper Insights to sum up the latest stats on nail polish. Now I have proof that I'm not the only one with nail polish addiction. In fact, I've learned that not only is nail polish recession-proof, but nail color is the largest and fastest growing beauty category (it's up 15%). Check out some more interesting nail polish facts below:
9% of all women use nail polish and 91% of them apply it themselves at home
94% of nail color is purchased on impulse
Only 25% of women finish their bottle of nail polish before purchasing a new one
53% of consumers leave the store if they can't find the exact shade they want
60% of consumers use a top coat, and 44% use a nail strengthener
75% of women experience nail problems
Key nail benefits sought by consumers are: 1) application 2) shade 3) wear
Key influencers in purchase decision of nail color are: 1) occasion 2) press/editorial mentions 3) beauty look
Essie is not a newer brand. The company actually began with 12 shades in the early '80s
Are you a nail polish junkie too? How many bottles do you own, and how often do you change your nail color or receive a manicure?
