We thought it would be fitting to ask a distributor, a manufacturer, and a salon owner how they would make over the nail industry. We got three very different responses.
Turn on your television set and you’ll find no shortage of programs showing willing participants waiting excitedly to be made over into newer, more glamorous versions of themselves. There are even TV series showing homes in their before and after phases. The popularity of these types of shows is huge. America, it seems, is fascinated with turning the old into something new.
With that in mind, we thought it would be fitting to ask a distributor, a manufacturer, and a salon owner how they would make over the nail industry. We got three very different responses. If you have a question you’d like us to ask in a future Point of View, or you’d like to comment on a response, we’d love to hear from you. E-mail firstname.lastname@example.org
Christie Martin, Artistry Nail Studio & Boutique (New Holland, Pa.) I think state inspectors need to crack down and do surprise inspections. Salon cleanliness and sanitation are viewed poorly by the public. Inspectors should also check that nail technicians are legally licensed.
Competition is at its highest in the nail industry. The public perceives our booming industry to be damaging to their nails. I believe in the saying “You get what you pay for.” Quality is the key, not quantity. Nail techs are consumed by getting as many customers through their doors for more profit rather than taking time to ensure proper safety matters. It is these nail techs who don’t follow regulations that ruin the public perception for the rest of the nail industry.
Clients need to leave their service knowing what products and tools were used on them. They should feel completely comfortable and trust their nail technicians 100%. They should never leave feeling worse than when they came in.
Jim Fisher, CEO, Nails Express. First, I believe that licensing states should require nail techs to earn continuing professional education credits as a prerequisite to license renewal. This change would raise the bar for the entire industry. Clients would gain an appreciation for the “commitment to excellence” demonstrated by their licensed nail tech, and the nail tech, armed with the industry’s latest products and techniques, could take greater pride in her ability to provide a truly professional service (and perhaps they would feel confident in charging more).
I also believe that all nail techs should understand (both financially and from a customer satisfaction standpoint) the benefits to their business from retailing products. As knowledgeable professionals, their clients look to them for ongoing advice on the look and health of their nails. By giving clients a “prescription” of products for home use, nail techs can significantly enhance both their client relationships and their revenues.
Tony Cuccio, President/CEO, Star Nail International. I’d make over the nail technician’s persona. In my 25 years in the business, I’ve watched manicurists become nail technicians and now many of them are moving into new territory. With the influx of spas and spa treatments, nail technicians go far beyond doing just nails. They also treat skin on the hands, arms, feet, and legs. It’s about reducing wrinkles, toning down age and sunspots, soothing tired muscles, and soothing away common foot ailments.
At Star Nail International, we see them as the new professional. We call them Derma Care Nail Specialists. The name Derma Care Nail Specialist helps elevate the professional in the eyes of clients.
By marketing yourself as a Derma Care Nail Specialist, you become open to greater opportunities in the industry — be it in doctors’ offices, medi-spas, resort spas, day spas, salons, and even in distribution channels. Open your eyes to the potential and capitalize on your talents by repositioning yourself and your spa or salon in the industry.