The American Beauty Association (ABA) and Glamour magazine recently conducted a study of salon patrons and salon professionals to help the professional beauty industry better understand consumer attitudes toward salons and their services. Their discoveries, published in a report called “The Beauty Salon Study” clearly indicate that American women want and need salon professionals to help them achieve the look they want. Additionally salon clients want to purchase retail products directly from their stylists and nail technicians because they trust the professionals and because they believe the quality and selection of products sold in the salon are superior. In fact, the survey results state, “Today, many salon owners and operators find over-the-counter sales of hair care items to be an outstanding source of income.” Although many of the survey questions pertain to hair care products, the survey reports that 49% of the Glamour respondents know that nail care products are offered at their salons. Eleven percent of them have used or purchased nail care products in the past six months, and an additional 10% plan to purchase them in the next six months.
Perhaps the most encouraging news lei come from the survey is that consumer attitudes toward salon professionals have become’ increasingly positive. Clients trust their stylists and perceive them as reliable professionals.
When asked about preferences regarding full-service or specialty salons, only 21% of the national sample say they prefer a full-service salon — where they can get every beauty service — although 36% of Glamour readers prefer full-service salons. (The responses for Glamour readers were higher in most categories, due possibly to their greater fashion awareness.)
Understanding your customers is as critical to the success of your business as your technical skills, and here at NAILS we have several article’s planned for the coming year that focus on the client’s perspective. We will explore why clients patronize the salons they do and why they never venture’ inside others. We will show you the skills you need to learn and refine in order to obtain and retain clients.