Online sales of nail products soar by 12% during lockdown
By Helena Biggs | 08 April 2020 | Movers & Shakers, News
The NPD Group has reported that online sales of prestige nail products increased 12% in the week beginning 16 March 2020, when the general public were instructed to implement social distancing due to coronavirus.
With salons and beauty businesses later instructed to close, the week beginning 23 March saw online sales of prestige nail products increase by 24% compared to the same period in 2019.
The sales are attributed to the need for clients to perform at-home manicures to boost their mood and maintain the health of their nails.
In the week beginning 23 March, consumers spent £23,000 online buying prestige nail colour (average price £14.69).
Sales of base coats and top coats increased 102%, sales of colour enamel increased 18% and sales of nail care products increased 13%.
During this phase of lockdown, pink, red and beige were the top three most popular shades.
“The increase in sales of nail products online, particularly intense nail enamel shades, indicates that nail care could be the ‘COVID-19 Lipstick Effect’,” comments Emma Fishwick, account manager at NPD UK Beauty.
“Consumers are increasingly turning to self-care and home based beauty treatments like at-home manicures to improve wellbeing and boost their mood. An application of nail polish is quick, simple and provides an instant result.”
The top five best-selling prestige nail colours in alphabetical order are:
- Chanel Le Vernis Long Wear 18 Rouge Noir
- Chanel Le Vernis Long Wear 504 Organdi
- Chanel Le Vernis Long Wear 562 Coralium
- Dior Vernis Rouge 999
- YSL La Laque Couture 01 Rouge Pop Art