Future Nails: Spray-Can Polish
British nail-bar chain and colour care brand Nails Inc is launching an innovative nail application later this month called Paint Can Spray, which is set to disrupt the at-home manicure routine for time-poor consumers.
Currently available in two colours and claiming to offer “the world’s fastest manicure”, the new technique and formula covers the nail in seconds. Users are first required to apply an adhesive basecoat, after which the canned colour polish can be sprayed onto the nail from a distance of 10-15cm.
After an application of topcoat, users can then simply clean off the excess polish spray from their hands and cuticles in warm water, or can use make-up remover wipes if on the go.
Many nail brands focus on the staying power of their products, but consumers are often put off by the time and precision a quality manicure requires to apply. Innovations like this have the potential to truly disrupt the market with further colour developments. The line has already sold out in the UK, and ahead of its US launch in March 2016, Nails Inc has set up a waiting list, so high is demand.
The product also reflects development directions highlighted in our report Rethinking Beauty: Fast Consumption, which reveals consumers are looking for cheap, fast and effective beauty solutions. For more on how busyness is directing the purchasing habits of time-poor, travelling consumers, see Battling Busyness.