Vendors to leverage celebrity endorsements to create band awareness and attract new customers.
Technavio, a company that develops over 2000 pieces of research every year and covers more than 500 technologies across 80 countries, has announced the top five vendors for the global nail care market in their latest research report. This report also lists 10 other prominent vendors who are expected to contribute to this market’s growth between 2017-2021.
Competitive vendor landscape
The global market for nail care is highly competitive and fragmented in nature. The market comprises of numerous established as well as local players. The players innovate, manufacture, and promote their products through different mediums to present new nail trends among fashion lovers. Celebrity endorsements, social media campaigns, and fashion events are some of the key strategies vendors leverage to introduce new trends in nail polish, nail art, and nail polish accessories. Currently, the market is experiencing a rise in the demand for natural solutions for nail care. More players are expected to enter this market during the forecast period. For expansion in the market, players opt for M&As, new product offerings, and different pricing strategies. This also helps them acquire more customers.
According to Brijesh Choubey, a lead analyst at Technavio for research on cosmetics and toiletry, “Many players promote their products through celebrity endorsements and social media campaigns to engage the customers and increase their sales. Such companies are targeting potential customers who desire to purchase premium cosmetics products. As a result, the premium brands are introduced in such emerging markets.”
Top five vendors in the nail care market space
COTY is a beauty brand, which operates in four segments: fragrances, color cosmetics, skin and body care, and Brazil acquisition. The company sells its products under the brand names adidas, Chloé, Davidoff, Marc Jacobs, OPI, Playboy, Rimmel, Sally Hansen, and Calvin Klein. The company reported a revenue of more than USD 4 billion for the fiscal year end of June 2016.
Key products: Nail enamel, Nail strengthener, Gel color, Primer, Manicure tools, and Top coat.
Estée Lauder is manufacturer and marketer of skin care, fragrance, makeup, and hair care products. The company has several products in its portfolio in different segments. It sells its products under the brand names Estée lauder, M.A.C, Bobbi Brown, Clinique, Tom Ford Beauty, Origins, Michael Kors Beauty, Tommy Hilfiger Toiletries, Aramis, Aveda, AERIN Beauty, BECCA, Bumble and bumble, Darphin, DKNY Fragrances, Donna Karan Cosmetics, Le Labo, Lab Series, RODIN olio lusso, Tory Burch Beauty, Too Faced, Kiton, and La Mer.
Key products: Nail lacquer.
L’ORÉAL manufactures, markets, and sells products related to makeup, cosmetics, haircare, and perfumes. It offers a wide professional product range, which is used by professionals. The company manufactures products for both, men and women.
Key products: Nail polish, Nail lacquer, Nail pen, Wooden nail brush, GLITZ NAIL ENAMELS, NAIL ART COLLECTIONS, and Gel nail polish.
REVLON offers BPC products, which include hair color, hair care, hair treatments, color cosmetics, men’s grooming, fragrances, and other beauty-related products. The company has operational presence in around 150 countries. As of FY2016, REVLON reported a revenue of more than USD 2 billion generated through its various business segments.
Key products: Nail enamel, Top coat, Base coat, COLORSTAY COLLECTION, Nail concealer, Nail polish remover, and PURE ICE SHINE COLLECTIONS.
Shiseido manufactures and sells skin care, makeup, sun care, fragrance products, healthcare products, and over-the-counter drugs. In FY2016, the company generated a revenue of almost USD 8 billion. The revenue share generated by the domestic business done in Japan was 48% of the net revenue in FY2016.
Key products: Nail polish, Nail polish remover, Nail care gel serum, Top coat, and Base coat.
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