In a vast global cosmetics market forecast to reach US$ 675 billion by 2020,1 only the fittest can survive. That means outstanding consumer insight, creativity, constant NPD and a sharp focus on quality.
While these attributes are required throughout the category, it is especially the case when it comes to nail cosmetics. A longstanding aspect of the beauty industry, nail care has become a top priority for many consumers in today’s celebrity-obsessed, selfie-taking society. With demand growing incessantly, it is more important than ever to develop the perfect product quickly and ensure quality standards are never compromised. Using objective analysis techniques is a reliable and proven way to optimise formulations and maintain quality and consistency, so improving consumer experience, boosting loyalty and growing long-term sales.
Today’s nail care products have to meet a very demanding brief. Appearance is, of course, critical, but, ease of application, durability and comfort must also be taken into consideration. The attributes of the final nail care product are more aspirational than ever, and while new ingredients open up new opportunities, equally it can be difficult to develop products for some growing segments, such as ‘free-from’ and natural, due to limitations on the ingredients and components that can be used.These factors further emphasise the need for reliable and objective analysis techniques.
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