Point of View: Advertising in Consumer Media

OPI, Creative, Essie, Kupa, Young Nails, LeChat – as a nail tech, you know these nail product manufacturers well. Their ads are abundant in the professional arena, everywhere from trade magazines to tradeshows and classes. But, do your clients, whose media exposure is more likely to include Vogue and Elle, recognize these manufacturer names, and should they? We asked a nail tech, a salon owner, and a product manufacturer, whether nail manufacturers should advertise directly to consumers. Read on for their opinions.

Salon Owner: Marge Mieszcak, Nuovo Nails and Salon, Chicago

I feel it’s important that nail manufacturers advertise to the general public. It helps when the customer recognizes a brand name polish, and I think, in turn, it gives salons more credibility in having “the right brands.” Clients who have seen OPI or Essie polishes in magazines like Glamour, Vogue, or other consumer glossies, will tell me they’ve found out that new colors are available, and ask if my salon has them yet.

Also, any advertisement for nail polish is just good for clients to see. It reminds them that, yes, they do need to come in for a manicure and pedicure. Every little reminder out there can only help the industry.

Nail Tech: Aimee Kuzuf, The Studio, St. Louis

Overall, I think it’s good for manufacturers to advertise in a variety of media outlets. When clients see new products in magazines, they’re more likely to ask about the products when they visit the salon. This can mean increased retail sales. It also helps them make decisions about product preferences during their services.

When a client recognizes a product at my table, it shows her I’m up to date with trends. Plus, it means I’m better able to meet her needs by providing products she is familiar with. This makes for a happier client.

However, I think there’s a fine line of good media exposure and over- or pre-exposure. I’ve seen situations where companies have run ads in consumer media before I’ve even found out about the product. In addition to consumer media, manufacturers need to advertise in trade media, so techs learn of products before consumers do.

Manufacturer: Jacquie Johnson, Creative Nail Design, Vista, Calif.

It’s not imperative for nail manufacturers to advertise in consumer media. While it can certainly help expand brand awareness, advertising doesn’t build a brand. Its role is to augment the brand once its reputation has been established by other means, such as quality product, education and support programs, endorsements by nail professionals, public relations, and promotion through various distribution channels.

Creative Nail Design’s strategy is to build a brand with the best products backed by science and a top-notch education. We rely on nail professionals to speak with their clients about the products they believe in and we have an aggressive PR strategy to spread the word about the company from a variety of angles. In that way, consumer media and third-party endorsements tell our story for us, and it has more credibility than advertising, as it’s not paid for.