BY ANTOINETTE ALEXANDER girls are straddling the line brand are the Edge nail kits
between little girl and teenag- for the younger consumer
There’s a beauty queen er and, as such, there is a huge that want “nails with atti-
roaming your aisles who is element of play involved in tude.” The kits are short-
cute, sassy and totally into their application of products,” length nails offering an such
fashion and, here’s the kicker, stated Karen Grant, vice pres- styles as Black Onyx, Red
she represents about $500 ident and senior beauty Angel, The Finish Line, Pink
million in spending on beau- industry analyst for The NPD Argyle French and Skull &
ty products in a year. So what Group. “Girls 8 to 12 are typi- Crossbones.
is she looking to throw into cally still attached to mom’s Pacific World is continu-
her mom’s shopping cart? apron strings and often look ing to target the younger
Whimsical artificial nails that at mom as a hero.” consumer by inking a licens-
are made for petite fingers. Added Grace Tallon, senior ing agreement with inde-
There’s no doubt that the vice president of marketing for pendent music artist Mylin,
nail care segment at mass is nail care company Kiss, who will be featured in ads
a tough market due, in part, “[Tween girls] are more open and on the packaging of
to the competition of profes- to more fun and unique Fing’rs Edge nails.
sional salons, but makers of designs than our core users are. As an Edge spokes wo-
artificial nails appear to have This age group is growing up man, Mylin will have her
hit a sweet spot with the faster than they did in the past, own product line, which will
tween segment. and they are getting into beau- be carried exclusively in
“Withinartificialnails,this ty categories at a much more than 3,000 Wal-Mart
teen/tween segment has be- youngerage. Itmakesforgood stores in 2008. The artificial
come a nice piece of the pie, business and brandbuilding to nails will be rolled out to
and it is growing,” said Joel start educating on the category additional retailers in 2009.
Carden, executive vice presi- when they are younger.” Girls also can visit the new
dent of Pacific World, a maker In order to attract a younger audience, Pacific World has inked a licensing agreement According to Nielsen data Web site, located at www
with independent music artist Mylin.
of artificial nail care products. provided by Pacific World, . fingrs.com/edge, to enter a “I think it is also helping to sales of total artificial nails sweepstakes and learn more bring some new customers.” at food, drug and mass out- about Mylin and the new
As evidenced by a recent lets (plus Wal-Mart panel Edge products.
NPD Group report, tween data) for the 52 weeks Meanwhile,Kisshasamong girls—ages 8 to 12—start ended April 19 slipped 4. 8 its nail offerings the Pink stick-percent to $155.5 million. er nails, which are petite stick- Total U.S. FDMe However, there was a near- on nails for girls ages 4 to 11. ly 25 percent boost in sales of Pink offers a kit of 24 Sticker Total Artifical Nails Teen/Tween Artifical Nails the Fing’rs artificial nail care Nails in 10 sizes that can last 156. 2 MM/Annualized (- 4.2% vs. YAGO) $34.8 MM/Annualized (+ 16.7% vs. YAGO) brand to about $24 million. up to two days or just for play-The data also shows that Pink time. The smaller-than-usual All Other artificial nails by Kiss rose 87. 8 press-on nails have glue 8.9% ($’s - 16.8%) percent to $3.7 million during already applied for an easy that same period, as Disney manicure experience. The artificial nails rose 15. 3 per- nails are available in four cent to nearly $930,000. designs: Sleepover, which is Other 3.9%
Gossip 1.5% According to Carden, baby yellow with a butterfly Dottie Loves 1.5% growth of the Fing’rs brand and sun design; Recital, which
Disney 2.6% is being driven in part by the is a shimmery baby pink
Girlie Girl Nails under the Frenchmanicure;Homeroom,
Teen/Tween Pink 10.7% Fing’rs brand, which Pacific which is a rabbit design on a
21.4% ($’s + 16.7%) World acquired in early 2005. shimmer pink and lavender
The nails are shorter in background; and Field Trip,
Bratz 2.8% length and are self-adhesive. which is baby pink with hot
They come in such fun pinkandcoralstripes.
designs as butterflies, hearts, Kiss has just launched a
glitter stars and glitter kitties. subbrand under the Pink
PWC
80.4% Following the success of its brand called Pop Princess. ($’s + 15.5%) Girlie Girl nails for tweens, The imagery on the package
Note: Pacific W. Generated This #1 FDMe share Pacific World inked a licens- ties in with singing, which, w/o Distribution at Targete or Walgreens ing deal with MGA to launch according to Kiss research, is
Bratz-licensed artificial nails. a favorite hobby among this Also under the Fing’rs agegroup.
using beauty products at the age of 10. While the NPD Group report didn’t specifically call out nail products as a must-have beauty product,
there is no denying that these girls are having fun with artificial nails.
“It is important to understand that at this age these
Source: Nielsen 52 week period ended March 22, 2008.
Total U.S. FDMe Nielsen Walmart Panel Project Food/Drug/Mass, Pacific World
References:
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