When it comes to nails today, it's as much about color as it is about performance. The nail care market offers accessibility and a wide variety of choices in color, style, and finish, across all demographics. Manicures and pedicures provide a quick fix, with a minimum of cash outlay and a strong return on investment. After experiencing a high growth period in the mid 1990's, nail product sales declined by 4% in current value terms in 2005, says Euromonitor. Due to a reversal in fashion trends, as well as the proliferation of nail salons which offered manicures and pedicures at reasonable prices, many American women found weekly manicures and pedicures an affordable luxury, which accounted for diminished sales of nail care products at retail, and healthy business at the salon. Despite the decline, however, the market was forecast to reach US$494 million at constant 2005 prices, according to Euromonitor.
Numerous nail care product launches over the past two years reveal unique performance points among a wide variety of brands on the market.