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Markets & trends

Nail polish segment invests in products and services with added value

Creamy, shiny, matte, metallic or with added glitter. So many textures to choose from, and all in an endless array of colours. The nail polish market is thriving in Brazil. In 2013, it recorded turnover of R$ 597.7 million – 3.8% higher than in the previous year, according to data from Euromonitor.

Cosmopolish nail bar in Pinheiros, São Paulo

Cosmopolish nail bar in Pinheiros, São Paulo

Raised to the status of a fashion accessory, nail polish has become more and more popular among Brazilian women. “In the past, women used to have two or three colour of nail polish in their make-up bags. Today, they can afford the luxury of having various different colours,” says Ana Carolina Marostica, director of Koloss Cosméticos.

The little, coloured glass bottles have become collectors’ items, a fever among bloggers , and the industry has continued to innovate. Since 2011, nail polishes have led the Brazilian ranking for the Development of New Products in the make-up division, accounting for almost 60% of new product releases, according to a recent report by Mintel.

However, the number of units sold has fallen. Data from Nielsen reveals that 210.5 million units were sold in 2013 – 4.6% less than in the previous year. So how does the nail polish industry manage to sell less, yet still have higher turnover? By selling products with higher added value.

Manufactured in France, O Boticário’s nail polishes are part of the Make B. make-up range, which arrive in stores in two limited editions a year. Another cosmetics giant that has invested heavily in specialty nail polishes is Avon, which entered the market with the Color Trend range (R$ 3) and has now launched its Nailwear Pro+ range (R$ 17), formulated in the US.

A leading company in the Brazilan nail polish segment, Risqué has also set its eyes on the luxury market and launched its new Risqué Metals collection, with products containing pure silver powder. “It’s an absolutely stunning and innovative special edition,” says Daniella Brilha, marketing director of Risqué.

Also competing in the market are small national manufacturers such as Koloss. Founded in 1998, the company only entered the nail polish segment last year, launching its hypoallergenic range 3 Free, which comes in more than 50 colours. “To survive in such a competitive industry, it is essential to continue innovating, ensuring that new releases keep up with market trends,” says Ana Carolina Marostica, director of Koloss.

With greater durability, gel enamels and nail extensions have also been increasing their share of the Brazilian market. “Gel enamels are a great option for women who want to keep their nails flawless for longer, but Brazilians usually prefer to use a different colour every week,” says Marostica.

And it’s not just the industry that has been benefiting from the Brazilian boom in nail polishes. The service sector is also growing fast, with the opening of kiosk franchises, exclusive retail stores, manicure delivery companies, and nail bars.

Cosmopolish opened its doors in São Paulo at the end of 2011, and was one of the pioneers in bringing the European nail bar concept to Brazil. “We have seen a high demand for this type of business, which is fairly new in Brazil”, said Agnes Cruz, marketing director of Cosmopolish. The franchise chain currently has three nail bars and plans to open another 30 by the end of 2014.

In a relaxed atmosphere, with more than 700 nail polishes to choose from, customers “searching for a different nail experience,” as described by Cruz, can have anything from a simple manicure through to complex nail art. And during happy hour (5 pm to 10 pm), Cosmopolish also serves complimentary cocktails to its clients.

Inaugurated one year later, in December 2012, nail parlour franchise network Esmalteria Nacional came onto the Brazilian market with a flourish. The company already has 100 stores, and expects to have 400 in operation by the end of the year.

Renata Martins


© 2014 - Brazil Beauty News -

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