Expert Advice

Nail Care is Smart Biz

Anne Morrato | August 2, 2012 | 9:25 AM

Nail Care is Smart BizNail care sales are soaring. When the economy tanks, women will pass up luxury items and pricey services for the budget friendly indulgence of a manicure or the affordable thrill of a trendy nail polish. Another biz-driving benefit? Having nails on the menu boosts traffic into the salon because it’s a service done at frequent intervals. All hail the nail!

Gel, Yes

“Gels are a game changer in the industry and a huge opportunity to reinvigorate salon services,” says Suzi Weiss-Fischman, VP of OPI. “This is a great time for hairdressers to begin doing nails because of the soak-off color gels. It is an easier and faster service but it needs less education—you aren’t building a nail with powder and liquid—and the product comes out of a nail polish bottle so it’s much easier to control.”

More reason for celebration? Soak-off gels and gel polish are odorless and easy to remove.

Just a few of the recent game changers in nails include:

• OPI’s GelColor
• CND Shellac Power Polish
• Hand and Nail Harmony’s Gelish
• IBD’s Just Gel Polish

Nail Care is Smart Biz

Art Made Easy

Katy Perry, Zooey Deschanel, Rihanna, Fergie and Gwen Stefani are all helping grow nail business. These stylish celebs sport nails decked out in 3-D finery—rhinestones, chunky glitter, lace and ribbons—plus the color of the moment. And because they’re wearing them, women will want them. Stay on top of client requests for embellishments and expressive nail designs by tracking trends and keeping tools like Dashing Diva’s DesignFX Appliques at the ready. Long-wearing and easy-to-apply stickers, they come in a wide variety of designs.

Nail Care is Smart Biz

Troll the internet for nail design step-by-step instructions from manufacturers. They break down seemingly complicated designs into easy-to-follow directions.

Looking for other adornments and simple add-ons? It’s So Easy Striper Brushes keep you in line and Crowned Jewels Kit by Cinna Pro add the finishing touch.

Nail Care is Smart BizWhy Nails Now?

“If you’re not offering nail services, you should be,” encourages long-time industry marketing leader Robert Yates, most recently senior vice president of marketing at John Paul Mitchell Systems, but previously involved with leading professional nail brands. Yates echoes what many brands, distributors and salons are now touting—that it’s no longer smart business to be “hair only” or to surrender nails service and retail sales to nails-only businesses. Today’s can-do products and all the buzz-building trends in special effects and enhancements make it the perfect time for stylists to add nail recommendations into their total image consultations.

One more reason to offer and promote professional nails services to clients? Job security: great nails also give clients a competitive edge in a tough economy, some analysts say.

“Having your nails manicured finishes your overall look and is part of competing in a very tough, young job market,” concluded Dana Caruso, global beauty expert and executive director of the Nail & Skin Care Institute.

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