As many nail salons have now reopened—for the second time—since the start of the pandemic, it’s time to start thinking about how to get clients back in for their regular mani/pedis. “The pandemic has created feelings of upheaval throughout this past year, burdening salon owners and operators financially,” says Jennifer Mather, director of business development for CND. “Our regular salon guests have had to DIY at home and don’t know when they can return to their regular salon visits. It’s time to get customers safely back to our nail tables.”
While the second set of lockdowns were shorter than last year’s (for most parts of Canada), they didn’t prevent many people from relying on at-home options for their nail care needs. So, it shouldn’t be a surprise that some clients may now be in search of more value. According to Mather, CND’s new Plexigel—a three-step nail enhancement system—offers both longevity and value. “Whether it’s to save or repair cracked or broken nails, plump and shape flat nails or create customizable length, this service is adjustable to our different clients’ needs,” she says. “It’s a versatile and convenient brush-in-a-bottle gel system that provides up to three (or more) weeks of strength, length, and shape.” While traditional nail enhancements haven’t been for everybody, Mather adds that Plexigel feels lightweight and looks natural.
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Pricing Your Art
In addition to enhancements, nail art continues to be one of the industry’s most profitable services. Since pricing is often based on time, it’s important to book your appointments with this in mind. “It’s a great way to boost add-on sales revenue,” says Mather. “For some, a simple line or single stone is enough, while others prefer their nails to be all intricately patterned or blinged-out.” “The evolution of nail art is unbelievable and the range of products now has taken it to the next level,” adds Samantha Silvius, an educator for OPI based in Leamington, Ont. “We’re stepping outside the box, and clients are finding their own individual vibe.” Since some nail art can take considerably longer than others, it’s important to make sure you’re managing your clients’ expectations. With the pandemic changing the flow of a salon—both in terms of the number of clients allowed and the amount of time you spend with them— communication is key. “If time is a concern, we can consider options like stamping or decals,” says Silvius. “Perfecting simple techniques like lines and dots will also reduce time but still provide a hand- painted charm.” “Art can be a bold colour, a line or stone, geometric patterns, negative space, stamps, glitter, chrome, or all this combined,” says Mather. “After being stuck at home for so long, some clients have toned down their nail art while others have amped it up. The question is, ‘What makes them happy?’”
“Nail art is here to stay. It’s changed with seasons and trends, but has come to rest where it’s truly in the eyes of the beholder.”— Jennifer Mather, Director Of Business Development For CND