Women are about three times more likely to purchase a professional gel manicure at a salon than they are to buy a gel kit for use at home, according to a recent study from global information provider The NPD Group
. I expect this is welcome news for those professionals who are becoming alarmed at the proliferation of at-home gels and UV lamps at mass market retailers.
Indeed, in the past year, women spent an average of $204 for salon services, which is almost six times more than what they spent on at-home products, says the report (The NPD Group’s Nail Care & Polish Consumer Report, March 2013). Women aged 55 and over spent the most on professional nail services in the past year, the report finds.
However, I was personally surprised to find that 70% of women don’t agree with the idea that nail care products offered in salons are better than at-home nail products. Also surprising is that more than 60% of nail product/service buyers said that as long as they get the color they want, they don’t pay attention to the brand.
“So, why do women continue to go to salons? They are winning on look and luxury — it’s the feeling of being pampered, and the end result that attracts today’s nail care consumer, feeling their nails look better, or ‘more polished,’ and last longer,” says Karen Grant, vice president and global industry analyst, The NPD Group, in a press release.
For those who opted for either more frequent at-home nail care, or less frequent salon visits, financial reasons, including the desire to save money, were the most likely cited factor. “This dynamic and do-it-yourself trend helps position the nail care category quite well to continue growing even in times of economic uncertainty,” Grant says.
“Whether the woman opts to do it herself or go the salon route, nail care has an option to appeal to every age of woman. Getting a pulse check on the nail consumer is so very important right now. At this moment in time, nails are still a blue sky white canvas opportunity. We are just scratching the surface,” Grant says.