Business Management

Old Rule/New Rule: 12 New Ways of Looking at Our Industry

Take a fun walk down memory lane as NAILS chronicles some of the biggest changes in the nail industry's unwritten rules from the past two decades.

Old Rule: A real nail salon must offer acrylics.

New Rule: There’s real money to be made in maintaining natural nails.

Since the average consumer doesn’t wear any type of nail enhancement, there’s always been a large market for natural nail services. But, with the development of signature manicures and pedicures, nail techs were able to charge more for these services (and the perception of nail services was elevated in the eyes of consumers), which allowed natural nails-only salons to be profitable. “When I developed my Natural Nail Cultivation System, my vision was to provide a relaxing and pampering environment for my clients so they would look forward to their treatments every week. Creating an uplifting environment and offering exclusive natural nail treatments and pedicure services attracted the attention of Beverly Hills society and Hollywood’s elite,” says Jessica Vartoughian, who became a pioneer in the high-end natural nails-only niche with the opening of The Jessica Nail Clinic in Beverly Hills, Calif., in 1969. Since then, with increased client demand for natural nail services, natural nails-focused salons have opened up in droves.

Old Rule: Men don’t go to salons.

New Rule: Men make up 8.2% of salon clients (and many salon owners tell us their numbers are actually closer to 25% men).

Thank the changing notions of masculinity for this shift. Whether dubbed “metrosexuals,” “übersexuals,” “heteropolitans,” or something else, it’s become culturally acceptable for men to groom themselves. Bravo TV series Queer Eye for the Straight Guy glamorized the straight-man-makeover and showcased the advantages a sharp appearance can have in a man’s life. Salons too adapted to this trend by offering services just for men, like a “Foot Tune-Up” instead of a “pedicure,” and men’s-only salons have popped up all over the country. “We provide barbers and stylists in a very upscale unique environment that attracts many clients who may not typically go to a barbershop and would prefer a salon,” says Lee Garipoli, who opened ManKind (a salon for men) in Fort Lauderdale, Fla., in 2005. “Men…require and desire to be groomed and pampered.” Natural Nail Cultivation System, my vision was to provide a relaxing and pampering environment for my clients so they would look forward to their treatments every week. Creating an uplifting environment and offering exclusive natural nail treatments and pedicure services attracted the attention of Beverly Hills society and Hollywood’s elite,” says Jessica Vartoughian, who became a pioneer in the high-end natural nails-only niche with the opening of The Jessica Nail Clinic in Beverly Hills, Calif., in 1969. Since then, with increased client demand for natural nail services, natural nails-focused salons have opened up in droves. 

Keywords:   add-on services     French manicures     history of nail care     men's services     natural nail care     salon sanitation     trends  

Leave a Comment

Name:
Email:
Comment:
Submit

Comments (0)

Subscribe to NAILS & SAVE!

Get a free preview issue and a Free Gift
Subscribe Today!

Please sign in or register to .    Close
Loading...
 
Subscribe Today
Subscribe Today