Business Management

Do Beauty Magazines Put Nail Care on the Back Burner?

If you’re looking for nail care information in consumer beauty magazines, you’re looking in the wrong place.

Deneen Daniels, owner of Nails By Deneen in Atlanta, Ga., reviewed three 1993 issues of Mademoiselle and said she would give the magazine a 3 on a scale from 1 to 5 for the amount of coverage. In terms of the usefulness of the nail care articles, Daniels says, “I’d give it a 2, and that’s being nice. The nail care coverage in Madeoiselle provides nail care information for the average consumer, but it’s not technical enough. It’s his or miss.” Daniels feels the articles don’t really cover the issues that nail technicians at Gerald Kriegisch Salon in Tarzana, Calif., who has been doing nails for 13 years and does the nails of such celebrities as Loni Anderson, says she found no nail care at all in the three issues of Vogue she reviewed. “I even looked through other issues of Vogue and found nothing except one ad for a professional company,” she says. Sanders feels Vogue deserves a *** rating on its nail care coverage.

Bea Lea Somerville, who has been doing nails for about three and a half years and works at The Head Quarters in Midland, Texas, says of Glamour magazine’s nail coverage: “I’d give it a rating of 1. There is no nail care overage. The only thing I did find was a correction referring to a statement made in a previous issue about reflexology and hand massage. The only ads in the magazine that had to do with nail care were for over-the-counter polishes and one professional products ad.” Somerville says that the cover model’s hands on the April issue were not well-groomed. On the cover of the September issue, the model’s nails just look white. “All of the models show bare nails or a natural manicure.” Says Somerville. “The only color polish appears in polish ads.”

Somerville says that there was nothing on hand, nail, or foot care in the “Health and Beauty” section of the three issues she reviewed. She sums it up like this: “Everything was complexion or hair care. The only nail coverage at all was in the advertisement.” To Glamour’s credit, there was a full-page article on nails in the June 1993 issue, although NAILS did find a couple of points in it to SNAG!

Judy tomaras, who works at Avante Nail Studio in Barrington. III has been doing nails for 13 years but has worked in the beauty industry for 30. She reviewed three 1993 issues of Self magazine and says the nail coverage wasn’t extensive. Tomaras gives the magazine a 2.5 on a scale from 1 to 5 for amount of coverage. The thing that unpressed Tomaras was the Self’s nail care articles were very interesting to read. “One article described different manicures around the country – what different salons are doing. It was really interesting and gave me some ideas,” Tomaras says. Overall, Tomaras found the magazine to be very useful to the consumer, less so to the nail technician. “Consumer-wise it was very, very interesting,” she says. “I’d give it a 4 on accuracy and usefulness for the consumer. What I read on manicures was accurate. For technical usefulness. I’d only give it a 1.5 or a 2 on a scale from 1 to 5. But, then, we nail technicians have trade publications we can read for technique.”

Allure magazine was rated on its nail coverage by Wendy Coleman, who has been doing nails for five years and owns Distinctive Touch in Hamilton Square, N.J. Says Coleman, “Allure is accurate, but it doesn’t elaborate enough. I’d give the magazine *** 2 on the amount of nail coverage.” But Allure scored higher with Coleman on its usefulness. She says she’d rate it a 3 or 4 on that count. Coleman was disappointed with what she thought were missed editorial opportunities. In the August 1993 issue on page 117, a full-page-size model is painting her toenails, but the page is entirely devoted to hair care. There is no mention of nail care anywhere on the page. What does Coleman conclude about Allure’s views on nail care? “Nail care is presented in a favorable way and there does seem to be a fair amount of skin care, a service that can also be found in nail salons,” she says.

Overall, with the exception of an occasional lengthy article on nail care such as Self’s “The Modern Manicure” in its April 1993 issue, consumer beauty magazines provide scant coverage of nail care, and when they do it’s tied to a more general feature on health or beauty. Although nail technicians may find the nail articles in consumer beauty magazines interesting and even useful in some ways, they put neither the nail technician nor the profession in its best light.

Does this all mean that a nail technician should limit her reading to trade magazines aimed specifically at her career? No. Reading consumer beauty magazines can help a nail technician stay abreast of the latest in fashions, including colors, fabrics, and styles that nail styles will need to complement. They also help nail technicians stay in touch with the trend in hair styles and colors (very important if the technician works at a full-service salon) and in-the-know about skin care, tinting, and massages. In addition, just browsing through consumer beauty magazines and taking a good look at the models’ nails will help a nail technician keep abreast of the nail length, shape, and color that particular magazine suggests its readers wear. Another advantage to reading consumer beauty magazines if you’re a nail technician is that if a magazine publishes incorrect information on nail care issues, you have to opportunity to set clients straight. And remember, your clients read consumer beauty magazines, and there’s a good chance some of them will come to you wanting you to copy something they have seen in one of them. Show your clients that you’re aware of the trends and able to help make them look smart and fashionable.

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Keywords:   consumer press  

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