Tess Wicksteed 08.08.13
Fashion is happening at our fingertips – well, on our fingertips.
Nails currently reign supreme when it comes to making a personal statement and this category has become one of the most significant beauty industry catalysts.
From tattoos to texture and creating the ultimate in nail art to the launch of more natural, ethical and specialist nail brands – such as Clinique’s new ophthalmologist approved color for sensitive skin – there’s no slowing down of the nail revolution.
But - what about bringing future revolution and innovation back to color?
Brands are, of course, already innovating and marketing color in new ways. Many polish and lacquer brands now refer to their libraries and wardrobes of shades; others have pared back their packaging – or removed brand and product names – with others looking to structure to show color in a new light. (And it’s now about so much more than just naming).
But as these trends take hold and start to level out the look of the market, brands need to find new ways to differentiate.
At Pearlfisher, we think this next wave of nail innovation should be about prioritizing color: using the heritage and expertise of color – in both shade and application – to find new ways to take nail color and its expression into the future.
If we look to other color experts we can see how this approach has rejuvenated both individual brands and whole categories. The paint category has redefined, repositioned – and premiumized - itself.
Pantone has not only added precision and kudos to color in the beauty world but has also successfully extended its reach as a lifestyle brand with its paint ranges with Valspar and Lowe's.
If the automotive industry can focus on its color expertise – and in particular with BASF and the launch of its new refinish paint – then surely there must be new ways for nail polish to take the ownership of color in new directions?
Consumer focus seems to be about maximizing every asset and aspect of our lifestyles, and color is now a huge driver.
But we believe that the next generation of lifestyle brands and influences will come from a much wider arena than our current inspirations. Many of our nail brands have a clear aesthetic, attitude and philosophy and could easily extend their color expertise into a compelling and credible lifestyle offer.
With home mani parties becoming the latest craze, why shouldn’t nail color be taken into the home in a more permanent way. Mention Mademoiselle and most of us can picture Essies’ perfect pink.
So what if we put Mademoiselle on our walls?
What if Nails Inc Feathers became a cushion?
Custom nail brands like Pretty Please allow you to select and name a shade from its collection. But, what about being able to mix your own shades with the help of color cards?
Or, with color therapy remaining consistently popular – what about polishes that are specifically designed to be mood hues?
This category is a vibrant one, but be cautious when it comes to innovation.
We see the future of nail innovation as being less about nail caviar and more about how the category can cement its position as a color expert and find new ways to promote and package this.