It used to be a well known fact that lipstick was the foolproof guide to economic morale that would peak in tough times as women looked for an inexpensive way to lift their spirits. Nowadays, however, it’s all about the nails! Whilst a manicure was once an indulgence for ladies who lunch, nail bars are now springing up faster than pound shops and convenience stores. They are one of the fastest growing businesses on the high street, with a visible increase of new outlets in the past three years. Although lipstick and lip gloss still dominate the cosmetic industry, nail polish isn’t lagging too far behind.
The rise of the nail bar phenomenon may seem baffling to some, however the explanation is pretty simple; nails, and by extension nail polish, are fashion’s final frontier. You may not be able to afford the dress, the shoes, the bag or even the lipstick (Tom Ford’s cost £36 each); but you can, with the correct shade of nail polish, have style right there, at your fingertips.
The growth in the nail care industry is the conflation of two trends: on the one hand the steady globalisation of grooming; on the other hand the recognition by fashion houses that the fingernail can be as much of a fashion canvas as the rest of the body. Peter Philips, head of beauty at Chanel, is the man who first crystallised this trend. His 2009 nail polish, Jade Le Vernis, famously became so sought after that bottles of it were selling on eBay for hundreds of pounds.
This rather irksome shade of green immediately set the wearer apart as a connoisseur. Nails became a cheap way of signaling your fashion credentials. It was both a financial and a PR triumph for Chanel, and one that rival companies quickly picked up on. Existing nail colour brands, such as OPI, Jessica and Essie, also received a huge boost. All now showcase “fashion” collections.
Many innovations, such as new types of metallic polish and matte colours, were inspired by car-paint manufacturers. Brands are also driving polish sales by releasing new colours for nails every season to go with the latest trends, as well as topical colour ranges. Last year Nails Inc. brought out a “Wills & Kate” Royal Wedding polish and it is doing a red and blue glitter polish for the Queen’s Diamond Jubilee and an Olympics collection with colours reflecting the medals.
This season, fashion houses and nail companies have paid more attention than ever before to nail polish, understanding that tip-to-toe perfection starts and ends with nail care. Dior is releasing a new Dior Vernis for Spring/Summer 2012 called “Forget Me Not”. Not only is this a wonderful shade of mauve to finish off the perfect summer outfit, but it is also rose scented, Dior’s first ever scented shade, adding a new dimension to the experience of grooming. Essie’s new collection is feeding off of the season’s runway trend toward pastel colours, opting for fresh floral and fruity shades typically associated with the upcoming season, enabling your nails to stay on trend and outfit to perfectly match every detail of the fashionista in you.
OPI have taken a leaf out of the high street page by exploiting the attraction of celebrity endorsed and designed ranges, currently promoting a range designed by Nicki Minaj, complete with the latest nail polish innovation – the crackle polish. There has, however, been an even newer product brought into the nail care market which threatens to derail or even eradicate the need for
nail polish completely,
with its popularity growing rapidly within the past few months: the nail wrap. From the quick and easy application that eliminates heart-wrenching smudges, to the intricate designs with striking effects which are available for little cost, nail wraps are possibly the future for perfect tips.
You can also treat yourself to your own custom made nail wraps for as little as £5 including images and text of your own choice from www.nail-designer.com. If this isn’t an indication that you can make the ultimate fashion statement of individuality and creativity on a student budget, then I don’t know what is.