Lickable nail polish

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KFC gives new meaning to its slogan “Finger Lickin’ Good” with nail polish launch

Source: Mintel 23-05-2016

“As the nail care and color category continues to struggle, unique innovations such as KFC’s edible nail polish may reignite interest among consumers.”

For more information see Mintel’s Nail Care and Color – US, January 2016.

What We Know

Growth in the nail care and color market has slowed since 2013, yet interest in new nail innovations such as gel polish manicures, nail treatments, and natural care creates growth opportunities.

The largest segment, nail polish, tends to be trend-sensitive and has seen sales decline 13.6% from 2013-15.

Millennial women represent the core demographic for the market and express interest in experimenting with customizable nail polishes and sizes. These women are also more likely to gain inspiration from social media sites, underscoring the importance of this medium as a marketing tool.

KFC enters the nail care category with edible nail polish

In May 2016, KFC launched an edible nail polish in Hong Kong as part of its marketing campaign. The fast food chain partnered with food technologists from McCormick and Company to add the company’s spice blend into a glossy veneer nail polish. The edible nail polish comes in two flavors: hot and spicy or original.

The campaign aims to target younger consumers to remind them of the great taste and good times the brand stands for, according to the company. Customers in Hong Kong will pick which flavor will be mass-produced and distributed. The company clarifies that the nail polish is more “lick-able” than it is edible.

What it Means

As explored in Mintel Trend Sense of the Intense, consumers are seeking out intense physical and sensory experiences that give life to brands and products. These experiences establish a deeper connection between consumer and brand. Products or experiences that stimulate taste, touch, and smell can offer something fresh that differentiates from competitors.

While innovations such as KFC’s edible nail polish may spark consumer interest, this marketing ploy will likely not make an impact in the trend driven nail polish market as it is not meant to drive interest in nail products but rather KFC. However, similar innovations that provide a unique consumer experience could offer a point of differentiation while establishing a unique relationship with consumers in order to withstand trends.