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Markets & trends

Nail art boosts nail polish market in Brazil

Techniques to personalize finger and toe nails with different colors, effects and even accessories are gaining space in a sector that values innovation.

Brazil is the second largest nail polish market in the world, according to the Brazilian Association of Personal Hygiene, Perfumery and Cosmetics (Abihpec). The global market research firm Mintel projected sales to grow even more in 2019, to around R$ 7.7 billion.

Lucinda Nir, vice president at Mavala's importer

Lucinda Nir, vice president at Mavala’s importer

This is a sector that is always looking out for new products, in which trends come and go rapidly and are always a bit different. One of these trends is nail art, a technique to personalize nails with different colors of nail polish, effects and even decorative pieces. "Nail art, just like the classic French manicure, are never out of fashion. However, most trends are recycled, coming back to fashion with a different tone than how it originally came about", says Erika Lopes, a nail artist who is a representative of Mavala, a Swiss nail polish brand.

According to Lopes, nails are seen as an accessory to Brazilian women. "They are always after the fashionable nail polish color, the shades used in telenovelas, the styles being used in high fashion shows and nail art, which is back in fashion", she says. Lopes mentions the reverse French manicure - in which the nail base is painted in bold colors - along with having a line painted down the middle of the nails as some of the most popular designs of the season.

Vivian Silverio - marketing manager at Impala and consultant for the beauty professionals’ hypermarket, Ikesaki - explains some other nail art trends. These include skittle nails - in which each nail is painted a different color, with pastel or vibrant shades or variations of the same color palette - minimalist interventions and accent nails - in which one or two nails have a painted design or applied glitter. "They are ideal options for people who love to innovate and are not happy with just a single color on their finger nails", she says.

Along with traditional glitter, Juliana Furtado - marketing manager at cosmetics brand Dote - is betting on nail art with metallic colors and matte glitter. "In our collection we have an opaque white glitter that makes nails look more fun but with a delicate touch", she says.

Lopes also mentions the use of stones, pearls, rhinestones and delicate encapsulated flowers. "More conservative women, or women who work in a strict corporate environment, tend to wear neutral and matte shades, but they can always include some details to make the nails pop", says Mavala’s nail artist.

According to Furtado, "every woman consumes nail art, from every demographic and social class, and not necessarily only for special occasions". Furtado says this gives a boost to the nail polish market. "Consumers are loyal to new trends and nail art allows them to use more color and, therefore, more nail polish with a single look". She says that, to follow this movement, Dote is planning to launch new collections every 90 days in 2020.

Silverio agrees with Furtado. "Nail art is an important sector of nail polish consumption in Brazil, for sure. It is an important way of exploring colors and effects", she says.

To inspire the creation of nail art during the Brazilian summer, Mavala launched the Solaris Color’s collection. The brand is optimistic about the growth of the nail polish sector in Brazil. "Mavala has always seen the potential in the nail care market in Brazil. Brazilian women care for their hands and nails. This plan for growth already existed and it is now time to make it a reality", says Lucinda Nir, vice president and commercial marketing director at Excellence, which imports the brand.

Renata Martins

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© 2020 - Brazil Beauty News - www.brazilbeautynews.com

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