London: 8th April 2020: Amidst the COVID-19 epidemic, sales of online nail products reported double-digit growth in the UK’s first weeks of lockdown according to The NPD Group. Sales of prestige nail products online increased 12% in the week beginning 16th March 2020, when the general public were instructed to work from home, avoid pubs and restaurants and implement social distancing. In the week beginning 23rd March 2020, following the government order for all non-essential businesses to close, online sales of prestige nail products increased 24% compared to the same period in 2019.
With nail salons and beauty businesses closed, UK consumers turned to at-home manicure rituals to maintain their nails and boost their mood. In the week beginning 23rd March 2020 consumers spent £23,000 online buying prestige nail colour (average price £14.69). Sales of base coats/topcoats increased 102%, sales of colour enamel increased 18% and sales of nail care increased 13%. During this phase of lockdown, pink, red and beige were the top three most popular shades.
Top Five Best-Selling Prestige Nail Colours (in alphabetical order)
Chanel Le Vernis Long Wear 18 Rouge Noir
Chanel Le Vernis Long Wear 504 Organdi
Chanel Le Vernis Long Wear 562 Coralium
Dior Vernis Rouge 999
YSL La Laque Couture 01 Rouge Pop Art
“The increase in sales of nail products online, particularly intense nail enamel shades, indicates that nail care could be the ‘COVID-19 Lipstick Effect’. Consumers are increasingly turning to self-care and home based beauty treatments like at-home manicures to improve wellbeing and boost their mood. An application of nail polish is quick, simple and provides an instant result.” said Emma Fishwick, account manager, NPD UK Beauty.
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Greenfields Communications
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