"White Paper On Nail Art Overseas Marketing" Analyzes The Overseas Consumption Potential And Trends Of Nail Art

Do you know the nail art promotion trends in the international market for nail polish, fake nails, gel nail coating, etc.? According to a report by Fortune Business Insights, the global nail art market size will reach US$23.41 billion in 2023 and is expected to reach US$32.84 billion by 2030, with a compound annual growth rate of 4.95% during the forecast period.

In the global nail art market, brands are steadily occupying a leading position through marketing strategies. A series of D brands such as essie and V Beauty Pure have become the new favorites of beauty lovers. At the same time, high-quality KOL short videos on TikTok and YouTube have also contributed to the spread of brand popularity and grassroots promotion.

SHOPLINE, a global retail solutions provider, and BigSpy, a global advertising spy tool, jointly launched the "Global Nail Art Promotion Trends White Paper", which sorted out the world's best-selling nail art categories, analyzed highly popular nail art advertising materials, and introduced more overseas nail art DTC operations. Strategies to help nail art merchants who are at the forefront of the trend master the correct marketing strategies in order to obtain a large number of orders during the peak season.

Three products for fingertip fashion

Friends who pay attention to overseas nail art promotion will definitely notice that when searching for keywords such as nails on overseas social media channels, the three major product categories that can be seen are: nail polish, gel nail coating and fake nails – among which, fake nails Its popularity has increased significantly this year because of its detachable, personalized and DIY features.

01Nail Polish: nail polish

In overseas nail art promotion, nail polish accounts for the largest proportion of advertisements placed on social media, and its main selling points are color and durability.

The color of nail polish closely follows the current popular color trends, and product advertisements mostly focus on color display. Among them, complex and exquisite tutorials can better attract consumers' attention and trigger interaction and discussion.

The brand essie, founded in 1981, stands out in the market with its high-looking color advertisements. A video of the brand showing nail polish colors has an impression value of 20M on YouTube.

02Gel: nail polish gel

Gel nail coating is a product category that professional manicurists pay attention to. Judging from the trend of overseas nail art promotion, it has also been favored by nail DIY consumers recently.

Most of these materials are relatively complex manicure style tutorials. Brands use innovative designs to showcase product selling points, attracting viewers with creative desires to interact in the comment area and ask bloggers for detailed information about products, colors, brushes, etc.

V Beauty Pure is a well-known gel nail coating brand popular among hobbyists and professional-level manicurists alike. A hand-drawing tutorial ad posted by the brand on TikTok received 115.9K likes and an estimated 11.6M views for its simple background, detailed tutorial and smooth hand-drawing process. The audience not only expressed positive feedback on the video content in the comments, but also asked about the products in the video, which has a remarkable communication effect.

03Press On Nails: Wearing Armor

Fake nails are a fashion item with unlimited potential in this year’s fashion industry. Showing the ease of wearing them is the first step to increase user acceptance.

Most of the advertising materials for fake nails are tutorials on how to put on and remove them. Some overseas manicure promotion materials use sound effects and clicks to enhance the viewing quality of the video and make users have a good impression of the product.

An advertisement for fake nails by the brand kiss received an advertising valuation of 10.1M on TikTok (data source: BigSpy). This advertisement not only shows multiple colors of the same series at the beginning, but also has a very detailed wearing tutorial, which is very suitable for novices to watch. It aroused the interest of many viewers, asking questions and leaving positive comments in the comment area.

Multi-channel overseas social media operation of nail art category

The audience for overseas promotion of nail art is younger and more concerned about new trends. Therefore, social media channels such as TikTok, Instagram, YouTube and Facebook have become the main battlefield for nail brand marketing. Only by understanding the native content characteristics and social media gameplay of social media platforms can the marketing strategy be implemented and achieve excellent communication effects.

01 TikTok has various ways to play

TikTok, with its novel, interesting and entertaining content, is an ideal platform for overseas promotion of nail art. This type of content can arouse users' interest and emotional resonance. Merchants can use popular topics with appropriate tags, entertainment challenges and other rich gameplay to achieve rapid and high-frequency exposure of the brand.

Taking fake nails as an example, merchants can publish tutorials on fake nails on TikTok, the packaging process of fake nails, and let KOLs display fake nails and recommend products to users.

02 Instagram Fashion Marketing

As a fashionable and cutting-edge social media platform, celebrities, Internet celebrities, and KOL bloggers will use Instagram as the first choice platform for planting.

Brands can set up a professional nail art account on Instagram to increase exposure and maintain interaction with their audience by posting high-quality photos. Additionally, brands can leverage features like Instagram’s Stories and Reels to create diverse content to build audiences.

03 YouTube professional display

Most of the content published on the YouTube channel is long video. Professional and high-quality content presentation can better demonstrate product advantages, allow consumers to deeply understand product features, and accelerate purchasing decisions.

Take the channel of 20 Nails as an example. The brand created a professional nail art channel on YouTube, publishes diversified content to gain exposure, and uses tags to distinguish different content to increase search engine popularity. In addition, merchants can also launch live broadcasts to showcase products to the audience and interact with the audience, which helps to promote subscriptions and build a circle of loyal fans.

04 Facebook accumulates traffic

The Facebook channel can help brands build user communities, and brands can share differentiated “dry information” content to effectively accumulate private domain traffic. When marketing on Facebook, brands can rely on the huge user traffic advantage of the platform to expand their brand exposure.

Regularly releasing information on new and popular products, sharing nail art tutorials and creative inspiration, which helps to stimulate users' interest and creativity while displaying products. Brands can also encourage users to share feedback on their Facebook accounts to increase user participation and improve brand reputation.

Whether you are entering the overseas market for the first time or want to improve the performance of your existing business, check out the "White Paper on Nail Art Overseas Marketing" to learn about popular materials in the nail art category, overseas consumption trends, social media advertising trends, how to operate independent nail art stations, and nail art category festivals. Marketing Guide, you will develop a more competitive and innovative strategy. Get this dynamic white paper, ignite your nail brand, and conquer the global market!