In today’s e-commerce era, social media has become one of the important channels for brand promotion and product marketing. Especially in the beauty industry, searching for keywords such as “nails” through overseas social media channels shows three major categories: nail polish, nail polish gel and wearable nails. Among them, wearable nails have significantly increased their popularity this year due to their detachable, personalized and DIY features.
1. Nail polish: following the trend of popular colors
Nail polish is one of the categories with the most advertisements on overseas social media, and its main selling points are color and durability. Product advertisements usually show the coloring process, especially complex and exquisite coloring tutorials, which can attract consumers’ attention and trigger interaction and discussion.
For example, the brand essie, founded in 1981, has attracted much attention on social media for its high-value coloring advertisements. A video showing the color of nail polish has received an impression valuation of up to 20M on YouTube, demonstrating its strong position in the nail art market.
2. Gel nail polish: loved by professional nail artists and DIY consumers
Gel nail polish is a category that professional nail artists pay attention to, and has also been loved by nail DIY consumers recently. The materials are mostly complex nail style tutorials. Brands use creative designs to show product selling points and attract audiences to interact.
For example, V Beauty Pure is a well-known brand of gel nail polish. Its hand-painted tutorial ads posted on TikTok received 115.9K likes and the estimated playback volume was 11.6M. The audience not only expressed positive feedback on the video content, but also actively asked about the product information in the video.
3. Wearable nails: the new favorite of the fashion industry
Wearable nails are a fashion item with unlimited potential in the fashion industry this year. Its simple wearable features have attracted the attention of users. The advertising materials are mostly wearing and disassembly tutorials. The creative materials use sound effects and card points to enhance the viewing experience of the video, so that users have a good impression of the product.
For example, the wearable nail ads posted by the brand kiss on TikTok received an advertising valuation of 10.1M. This ad shows multiple colors from the same series and provides detailed wearing tutorials, which attracts the interest of many novice viewers.
On overseas social media, the three major categories of the nail art industry have their own characteristics and attract different types of consumers. Nail polish follows the trend of popular colors, nail polish gel meets the needs of professional-level nail art, and wearable nails are favored by young consumers for their personalized and DIY characteristics. With the continuous development of social media, the influence of these categories in the nail art market will continue to expand, bringing more choices and experiences to consumers.