Q&A

Do you think it's important for manufacturers to advertise in consumer media?

Q.

As a nail tech, you know your brands well, but do your clients? Do clients care enough about the products you use for manufacturers to make the advertising investment?

A.

I feel that it's improtant that nail manufacturers advertise to the general public. It helps when the customer recognizes a brand name polish, and I think, in turn, it gives salons more credibility in having "the right brands." Clients who have seen OPI or Essie pllishes in magazines like Glamour, Vogue, or other consumer glossies, will tell me they've found out that new colors are available and ask if my salon has them yet. Also, any advertisement for nail polish is just good for clients to see. It reminds them that, yes, they do need to come in for a manicure and pedicure. Every little reminder out there can only help the industry. -- Margo Mieszcak, Nuovo Nails & Salon (Chicago)

Overall, I think it's good for manufactuersr to advertise in a variety of media outlets. When clients see new products in magazines, they're more likely to ask about the products when they visit the salon. This can mean increased retail sales. It also heps them make decisions about product preferences during their services. When a client recognizes a product at my table, it shows her I'm up to date with trends. Plus it means I'm better able to meet her neesd by providing products she is familiar with. This makes for a happier client.

However, I ithink there's a fine line of good media exposure and over- or pre-exposure. I've seen situations where companies have run ads in consumer media before I've even found out about the product. In addition to consumer media, manufacturers need to advertise in trade media, so techs learn of products before consumers do. --Aimee Kuzuf, The Studio (St. Louis)

It's not imperative for nail manufacturers to advertise in consumer media. While it can certainly help expand brand awareness, advertising doesn't build a brand. Its role is to augment the brand once its reputation has been established by other means, such as quality product, education and support programs, endorsements by nail professionals, public relations, and promotion through the various distribution channels.

CND's strategy is to build a brand with the best products backed by science and top-notch education. We rely on nail professionals to speak with their clients about the products they believe in and we have an aggressive PR strategy to spread the word about the company from a variety of angles. In that way, consumer media and third-party endorsements tell our story for us, and it has more credibility than advertising because it's not paid for. --Jacquie Johnson, CND (Vista, Calif.)

 

 

 

 

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