Nail polish may seem like a simple product, just one of the many beauty supplies available, but it is actually a multi-million dollar industry with deep historical roots. It has been around since roughly 3000 B.C. according to most sources and remains a beauty staple–Americans spent $768 million on nail polish in 2012 alone. Nail polish is even somewhat recession-proof, as spa procedures like manicures and pedicures were in the black in the midst of economic decline. Nail polish appeals to all ages, promises multiple impressions (you can’t use a whole bottle on one set of tips), and is now even trendier than ever with nail art becoming a social media favorite.
I stopped by the Diamond Cosmetics Inc. booth at The PPAI Expo to pick up some samples to show you why you should be selling this safe and reusable product. The polishes are free of toluene, formaldehyde and DBP, also known as the “toxic trio,” which means they are safe to use and remove. They are also made in the USA.
The three hues I tried were a neon (pink), a light (blue) and a metallic (purple). Despite the different types of polish, all stayed on for about a week. Point of reference: I have a hard time having pricier nail polish lines like OPI stay on longer than three days so a week was great. Other people who are good at maintaining polish could probably keep Diamond Cosmetics Inc. polish on for 10 to 14 days (quite a feat for a non-Gel polish). That means these polishes seriously trump any cheap-o nail polish an event planner might pick up at a party store.
Another thing that makes these polishes better than some retail polishes: Your clients can create their own shades and customize the bottles to personalize the polish. The polishes work well for women-only events like Women’s History Month, Breast Cancer Awareness, Sorority parties and fundraisers, or women’s fitness forums like this one I’m attending in Philadelphia. The polishes could also work at concerts and festivals since many musicians have token hues, fashion-centric events since nail color is a common accessory, and in hotel gift shops.
As a lady who loves polish, trust me when I say, you remember who gave you good nail polishes and who gave you bad ones. The ones that stain your nails and smell like poison immediately end up in the trash and on the black list. The ones that last a long time and encourage compliments (which all three did for me–mostly the blue because it is on-trend right now) will be bookmarked as favorites.
P.S. If you are in the Philly area, Happy Free Water Ice Day!
