Conventional wisdom might suppose an inverse correlation between the
sales of do-it-yourself (DIY) nail care products and the use of nail salon
services. In fact, as the mass-market nail
care category grew 25% between 2009 and 2010, the market
for nail salon services did decline.
According to Nails Magazine
Big Book 2011-2012, the nail salon services market fell nearly 5% in 2009, and was still below its 2008 level in 2010.
However, all signs now point to a return to popularity of
nail salon services. According to
Experian Simmons National Consumer Study data cited in our
recent report on The Nail Care Market in the U.S.,
an improving economic picture in 2011 resulted in a sharp uptick in the number
of women who are frequently professional nail care services. In 2011 the number of women having two or
more manicures in a six-month period (defined as “salonistas” in our report)
increased from 16.3 million to 18.1 million, or 11.3%.
The question facing nail care product marketers in 2012 is
whether DIY nail care sales will decline as women return to salons to get
professional manicures and pedicures.
Paradoxically, the data strongly suggest that the reverse will be true: the more women go to
salons for manicures, the more they buy and use DIY nail care products.
·
One in four (25%) salonistas used do-it-yourself
(DIY) nail care products five times or more in the past 30 days, compared to
only 15% of other women. Salonistas are
nearly twice as likely as other women to have used DIY nail care products two
to four times during this period (39% vs. 22%).
· Packaged Facts estimates that the monthly number
of DIY uses of nail care increased by 13.4
million in 2011. Nearly half of this growth
(46%) was due to the increase of 6.2 million DIY nail care product uses by
salonistas.
Salonistas are at the core
of the nailcentric fashion culture that is driving nail care market
growth. Rather than siphoning off dollar sales of DIY nail care products, the post-recession
boom in professional manicure and pedicure services will serve to fan the flames of the mass-market nail care market.
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