Business Management

Customization Is King, Says Industry Analyst

Foot reflexology may appeal to customers looking for healthful, individualized services.
<p>Foot reflexology may appeal to customers looking for healthful, individualized services.</p>
Consumers are looking for customized beauty offerings that provide unique benefits tailored to the individual, according to a recent report from research and consulting firm GlobalData.

“The ability to customize or personalize beauty and grooming products is a significant draw to today’s consumers. How well a product is tailored to one’s needs and personality is the second most influential factor when making choices in this sector, the first being how the product impacts health and well-being,” says Jamie Mills, consumer analyst for GlobalData.

So what does that mean for the nail salon owner? Here are a few ways to blend health and customization into your services:

  • Let customers select their own essential oils to mix into lotions and scrubs
  • Create custom-blended polish shades
  • Offer a skin tone analysis to find the most flattering polish shades
  • Stock a client’s favorite herbal tea to sip during her pedicure
  • Offer reflexology or another relaxing add-on, such as scalp massage

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