How well do you know your customer? In new research, The Pink Report, conducted by beauty brand firm, The Beauty Company, Shel Pink of SpaRitual and Michelle Toma Olson of Tini Beauty share insight into what motivates your client to get her nails done.

Why Women Love Nails

Nails are an accessible luxury for women of all ages—it’s a relaxing escape. What is your salon doing to create the ultimate beauty escape for your clients?

The Colour Wheel and Beyond

Did you know that 70 per cent of women are always looking for the latest colour? When it comes to texture, gloss takes priority—and the love is strong for what’s shiny, sparkly and metallic. Knowing this, keep these bold hues and a variety of textures on display regularly, as this can be an easy sell.

Plus, while 73 per cent of women prefer traditional hues, such as pink and red, the younger demographic opts for blues, greens and yellows. Women over 35 will wear bolder colours on their toes. Knowing this, don’t forget to highlight the hues that will appeal to each individual demographic.

She Still Loves Polish

Most women own at least 30 bottles of nail polish—and no matter the amount, they keep buying more! And, 64 per cent have a favourite go-to polish. Why not ask her what her favourites are, the next time she’s in for her appointment?

Where Women Get Their Nails Done

Women living in urban areas will go to salons but the further away they are from the city, the more likely they’ll do their nails at home. With a whopping 50 per cent of women do their nails at home, every week, offering polishes and at-home nail care is a must for your retail business!

Your Marketing Opportunity

It’s likely no surprise that nails are among the top 10 Pinterest searches. Your salon is on Pinterest already, right? Check out our story on how to maximize social media to gain new clients and encourage loyalty to your existing ones.

The Pink Report is based on a study of 38,000 women in the United States between the ages of 18 to 69.

Image courtesy of SpaRitual