Retailers note spike in artificial nail sales

Perhaps women are fatiguing of gels, or just want instant access to the coffin-shaped nails made popular by celebrities. Whatever the reason, retailers are seeing a spike in sales of artificial nails.

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The category is up 10% in drug and 13% in multi-outlets.



Kiss Products has been on top of new shapes and introduced an oval choice in its imPRESS manicure lineup. Kiss also debuted new French nails for women who want that look in an artificial version. Walmart also offers a natural French nail from Nailene, and Rite Aid’s expansive nail assortment includes Revlon Color Allure nails. Interest in nail art is expected to continue to fuel fake nail options.



The overall nail category can use the lift. In total, nail is down only slightly, but nail color is still in the red with sales in drug stores down almost 6% for the 52 weeks ended Feb. 21, according to IRI.



There are a few new items retailers hope will re-energize the category, including new celebrity-backed offers from SinfulColors — three from social media phenomenon Kylie Jenner. The next collection is expected to feature textured polishes.



There also are new colors coming from Sally Hansen, including some tricks to create unique nail designs. Retailers are keeping an eye on the delicate balance of traditional colors and the new gels. One concern is whether or not the proliferation of new gels will confuse customers and cut sales. For some chains, the goal to building new color lies with such exclusive nail products as Target’s Defy & Inspire, CVS’ Pop-arazzi and Rite Aid’s JulieG.