At holiday time, you always see a rush on nail services. But the funny thing about this season is that clients’ needs are all over the place! Your long-lasting options will be popular; a manicure that lasts for two weeks is a must for many clients who are too busy for the weekly appointment or who may have a 10-day trip planned.
“Soak-off nail polish is a huge trend,” says Tony Cuccio, CEO of Star Nail International. “Women who can’t afford to do it every two weeks will still come in for holiday.”
At the same time, you’ll see some nail clients more frequently during the holidays. A sparkly, high-fashion nail, ideal for a holiday party, may need a change back to matte for the office. For New Year’s Eve, clients may come back for something special that they haven’t been wearing all week.
“This winter, nails will continue down the innovative path of customization of designs,” predicts Melissa Hoogendoorn, senior marketing executive at Venique. “Mix it up! Apply polish as the base color, and then add the embellishments of stickers and decals, or use stripers for intricate designs and patterns. For take-home use, encourage consumers to mix ’n’ match— create and customize their own look pairing two polishes.”
Suzi Weiss-Fischmann, OPI executive VP and artistic director, says that in the nail art category nail techs will be smart to focus on elegance.
“It’s not Santa Claus on the nail anymore,” she observes. “Apply a Swarovski crystal or some other very sophisticated nail art so that clients love looking at their nails. A single accent finger is on trend, as are textures of all sorts. At OPI, we’re showing our textured nail color Liquid Sand in gold, which continues to be interesting to the consumer.”
With their colorful displays and special holiday collections, nail brands always help salons sell nail services as well as merchandise retail bottles. For example, the limited edition Royal Life Holiday 2013 Collection from Morgan Taylor Professional Nail Lacquer, inspired by the royals’ “decadent lifestyle,” presents a regal range of gemstone tones in rubies, sapphires and emeralds.
click image to zoom The China Glaze Happy Holi- Glaze collection includes festively packaged gift sets of lacquer minis. China Glaze also invites on-the-go clients to dip into a bucket stuffed with mini bottles of iridescent Colour Travel Topcoat. “Tis the season for celebration, so don’t expect anything less when it comes to this season’s manicures,” says Brook Johnson, China Glaze associate brand manager. “With pops of bright colors providing a twist-on-traditional shimmer and shine, creating cheer on the nail has never been more popular.”