The Essie Treat Love & Color range has been expanded to include a new nourishing nail polish formula that's clinically proven to improve dry, brittle nails. The new, vegan-friendly Strength & Color nail polish formula not only coats nails in a vibrant shade but also shares the benefits of ultra-nourishing ingredients like camelia extract.
The nail polish, which combines nail care benefits with high-impact color, removes the need to apply a base coat, which is particularly appealing at a time when people are doing more of their own at-home manicures amidst temporary salon closures. The nourishing nail care formula will resonate with consumers at a time when hand and nail care is top-of-mind. The new products can be found in four flattering pink shades that range from cheery coral to bright and uplifting berry tones.
What's Driving This Trend
- Nail Care Innovation
- The introduction of a nourishing, clinically-proven formula in Essie's Treat Love & Color range provides a disruptive innovation opportunity in the nail care industry.
- At-home Manicure Trend
- As more people are doing their own manicures at home, there is an opportunity to innovate with products that make at-home nail care easier and more convenient.
- Vegan-friendly Beauty
- The new vegan-friendly Strength & Color nail polish formula demonstrates a growing trend in the beauty industry towards creating products that are not only effective, but also ethically and environmentally conscious.
Who This Affects Most
- Beauty Industry
- The introduction of a clinically-proven nail care formula in Essie's Treat Love & Color range creates an opportunity for beauty companies to bring innovation to the nail care industry.
- Retail Industry
- The trend towards at-home manicures presents a potential opportunity for retailers to innovate with new products and services that cater to this growing market.
- Health and Wellness Industry
- As more people are becoming conscious of the ingredients in their beauty products, there may be a disruptive innovation opportunity in the health and wellness industry for brands that offer natural and nourishing alternatives.
