According to the NPD Group, online sales of nail care products are performing strongly in the UK with consumers still longing for small treats, and as previously seen during other periods of crisis, beauty continues to be seen as an affordable way to achieve this.
NPD said that sales of online prestige nail products reported double-digit growth in the first weeks of UK lockdown with growth increasing as we move further in to the lockdown period. This is across nail care products and nail colour products alike with pink, red and beige being the most popular shades.
With nail salons and other beauty businesses closed, “UK consumers turned to at-home manicure rituals to maintain their nails and boost their mood,” the company said.
It is interesting that people are returning to long established heritage colours from luxury brands such as Chanel’s iconic Rouge Noir, Dior’s Rouge 999 and YSL’s Rouge Pop Art at this time.
“The increase in sales of nail products online, particularly intense nail enamel shades, indicates that nail care could be the ‘Covid-19 Lipstick Effect’,” said Emma Fishwick, Account Manager, NPD UK Beauty. “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.”