Hands-on approach to a chic look
The theory went that in an economic crisis, when consumers can’t afford to buy fur coats, instead they’ll turn to expensive lipstick for a piece of affordable luxury. Rumour goes that lipstick sales doubled after 9/11 — in a New York Times article Leonard Lauder stated his company’s sales of lipstick rose after the attacks.
In this downturn however, there’s a brand new trend. We aren’t turning to lippie anymore. These days it’s all about designer nails.
We may covet the clutch, swoon for the shoes and desire the brand name: there are plenty of us who’d adore to dress head-to-toe in designer duds, but it isn’t 2007 anymore. With a budget that’s less Chanel 2.55 and a lot more like €2.55 thanks to pay cuts and stealth taxes, the only way lots of us are getting our high-end fix these days is thanks to a more economically-priced bottle of designer nail polish.
Nail artist Aoife Kelly-Cooney of Dublin’s Alpha Nail has noticed the shift.
“Many in the nail and fashion worlds look to Chanel for new trends. People are seeking affordable ways to emulate what is being shown on the catwalks,” she says.
And somehow, we’re finding that we don’t really mind the downsize. Where previous recessions saw a surge in lipstick sales, this time around it’s impossible to avoid the massive rise in interest in all things polish-related.
Forged in the furnaces of high fashion and fueled by the surge in beauty blogging, brands have been quick to capitalise, giving rise to the trend that just won’t go away.
Not a month goes by without a new, must-have development: whether it’s crackle or crocodile, metallic or duochrome, Shellac or Minx, DIY nail-art or a celebrity tie-in, there hasn’t been this much going on in the world of talons for yonks. So just why has nail polish been this economic downturn’s surprise success?
“A slick of colour or some art on your nails can do great things for your mood,” says Kelly-Cooney, who tends to the talons of all ages at her Temple Bar, Dublin space, which opens each weekend.
Popular picks include Cath Kidston-inspired pastels and Galaxy nails, a starry sky manicure. Her oldest customer? “93,” she reveals. And the youngest? “A six-year-old who had one tiny American flag as an accent nail.”
Proof positive the trend transcends age, then, and you might be surprised to hear it’s bridging the gender gap too.
“I provide manicures to guys as well as girls,” Kelly-Cooney confirms. At Brown Thomas Cork, the recession-bucking story is the same. “Women can’t afford to spend on clothes and accessories as much but they’re used now to looking good, so they’re just not giving up on their nail polish,” says Grace Walsh, manager at Nails Inc, located in-store. Business is booming.
“We launch four new colours every six weeks, each month there are two new trend shades, we can hardly keep up with the demand. We were first with magnetic polish and girls went absolutely crazy for it.”
And it’s not just about a simple file and paint any more either. “99% of our business is two- and three-week manicures,” Walsh says, adding that these long-lasting treatments represent great value for money and that Nails Inc has opted to reduce prices as opposed to raise them along with the recent VAT increase.
One thing seems clear: nails are going nowhere. Glossy, affordable and a pick-me-up, this is one mood enhancer we’ll fight tooth and claw to keep in our beauty budgets.
2. Add glitter tips with Essence’s Tip Painter in Silver Surfer, €1.99
3. These brilliant pots of loose glitter from Gosh, €6.99, come in 10 shades and give you lots of options — dip and go, apply to one finger as an accent or use to create patterns and shapes
4. Rimmel’s Crack Your Colour Black Graffiti top coat, €4.95, looks particularly good applied over a metallic base colour
There are more nail blogs out there thank you can shake a stick at. Here’s our top five.
Homegrown nail art talent Aoife Kelly-Cooney blogs at the Alpha Nail where she showcases a variety of self-created tips as well as inspirational images from manicurists and artists she admires.
www.thealphanail.com
One of the top polish bloggers globally, Scrangie’s so famous that hip NYC nail bar Rescue Beauty Lounge created a shade in her honour.
www.scrangie.com
Lightning bolts, leopard print, icecreams, flowers and lipsticks: the blog of UK nail artist Sophie Harris-Greenslade showcases her nail painting abilities to perfection.
theillustratednail.tumblr.com
London artist Sophy Robson has created the nails for the catwalk shows of designers like Jeremy Scott, House of Holland and Vivienne Westwood, plus she did the nails for Kate Moss’s US Vogue wedding shoot. In talon terms, this girl is solid gold A-list.
sosoflynails.tumblr.com
This Dutch blog is well worth a look, packed as it is with beautiful photography and helpful tutorials for fantastic and easy-to-achieve nail art ideas.
nailside.blogspot.com
Celebs are crazy for crackle, embellishments and bling. And as with all things nails have their A-listers too.
The undisputed queen of celebrity nail art, Katy Perry’s worn her ex Russell Brand’s face (below), as well as Prince William’s. Plus there’s candy sprinkles, Oompa Loompas and she even changed her mani during last year’s VMAs.
With her very own manicurist on hand, Naomi Yasuda, Gaga’s dedicated to the art of the nail. And hers are no mere file and paint: studs and flame-shaped tips have all adorned the singer’s fingertips.
Opi has a new polish collection in her honour and Minaj is mad about manicures: hers typically feature gel extensions, crazy shapes, texture and lots and lots of colour and glitter. A shrinking violet she is not.
Brit pop queen Jessie J’s all about the mani: this girl always has an interesting finger adornment to accent her outfit: aztec print, clocks, studs, sequins and minx. She’s done them all — and we love it.
Palm trees, eyeballs and smiley faces: behind that severe ‘do, and despite the Chanel couture, Alexa’s keeping some of her indie sensibility and expressing it with a little finger fun.
Honourable mentions to ... we loved Zooey Deschanel’s recent Golden Globes tuxedo nails (below), Beyonce regularly brings the bling with Minx nails ... Lauren Conrad’s decorated talons are worth a look and Rihanna’s always on-trend for colour.
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