According to recent research from Mintel, a market research firm, anti-pollution, anti-ageing and sun protection are all elements that consumers are now starting to look for in their nail care products.
“As explored in Mintel’s 2017 Beauty Trend Damsels in De-Stress, beauty consumers are becoming increasingly concerned over the negative effects of environmental stressors on their appearance,” the firm explains in a recent blog.
“Protecting claims such as anti-pollution and UV protection are expected to increase in 2017. In 2016, Nails Inc has already released a range of nail polishes formulated with charcoal to protect nails against pollutants.”
Targeted anti-pollution in focus
With anti-pollution regularly now called out as a top trend for the industry on a global scale, the next generation of products and trends is expected to take hold, and targeted products like nail care items is one such prediction.
“The market for anti-pollution cosmetic and personal care products is expected to show strong growth worldwide, but the biggest change is likely to be the type of products that are on offer,” says CosmeticsDesign senior editor, Simon Pitman.
He notes there is “an increasing selection of highly targeted products addressing more and more specific issues, including specific areas of the body such as neck, hands and nails, while products will also target specific types of pollution, including anti-PM, anti-ozone or anti-NOx or even bath soaps that clean the skin from pollutants.”
Anti-ageing nail care: untapped
Mintel predicts that the enthusiasm for protection claims will have a strong showing in anti-ageing products in the period ahead, with this area currently largely untapped.
“Further innovation is needed in colour cosmetics to match the demand from older women. As the population of mature countries across the world ages, nail brands can do more to target senior consumers,” Charlotte Libby, Mintel beauty analyst, explains.
“As nails become brittle with age, there are opportunities in hydrating, strengthening and smoothing products, designed specifically for older consumers.”