As much as we love a good polish (or nail wrap), it seems nail lacquer’s appeal is chipping away.
Just as Jin Soon Choi predicted back in February, nail art and the need for varnish is on its way out. Ad Age reports that nail polish sales fell 10% and 13% in the weeks of Oct. 26th and Nov. 23rd, respectively, compared to 21% increase at the same time last year. It also noted special effects polishes dropped the most across the category. Even Google Trends showed search volumes for nail polish peaked last summer while coming up 16% short of the same amount this year.
"The overall nail category can't sustain the accelerated growth it enjoyed in the recent past," Coty CEO Michele Scannavini told the trade on an October earnings call. Consumer Edge Research analyst Javier Escalante noted the jump was just a fad.
While big brands have seen a significant drop, retailers like Sephora and Ulta have kept the fire going thanks to indie and niche nail brands, as each saw double digit gains during this past quarter. So there might be a glimmer of hope left for new nail innovations.
Whether you marked the countdown from Marc Jacobs' Fall 2013 show with the rise of shiny nails, or the shift this season to textures over tones, nail polishes’ hey day is essentially over. We’ll pour out a drop or two of a glittery topcoat in its honor.