Nails Big Book 2007-08 by Bobit Business Media

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SPONSORED BY

Industry Outlook

NAILS readers are a terrific and helpful group of professionals and I thank all of you who responded to this year’s survey. You gave us an intimate glimpse into your business and your thoughts, and I appreciate your openness and trust. The market is down for the third year in a row. More of you told us that building your clientele was the number-one challenge you had in business (although that was the number-one challenge last year as well, this year the actual number of you citing it as your key challenge was much higher). A lot of you are in areas hard-hit economically and your business is suffering as some clients lose jobs and have to cut back on their nail services. Read through this special section for more comparisons and contrasts. Use the information and let me know how we can continue to make it even more useful for you. Special thanks go to OPI Products, with special recognition to George Schaeffer and Suzi Weiss-Fischmann. I know that OPI uses the data around the world in presentations about the state of the nail industry. The sponsorship of this statistics section by OPI Products makes it possible for us to provide truly unique, detailed data on the nail industry, and I thank them heartily. — Cyndy Drummey

Nail Salon Services Market Size NAILS’ market size projection figures are estimates derived from our own research. They are calculated (in a proprietary way) based on the number of salons in the U.S., the number of nail technicians per salon in each state, the average service prices of four key salon services, and an estimate of the number of practicing nail technicians. The final figure represents, to the best of our ability, the total amount of money spent in the U.S. in nail salons for services.

$6.84 6.8

6.6

$6.43

$6.45

$6.44

$6.53

6.4

$6.43

$6.53

$6.34

$6.24

6.2

$6.16 6

(figures in billions) 5.8

Figure represents total dollar volume, in billions, spent by salon customers on nail salon services.

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

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Page 34

Nail Tech Demographics Ethnicity One of the most fascinating aspects of the professional nail industry is its ethnic diversity, or rather the dominance of one particular ethnic group: the Vietnamese, who now represent the largest group of nail professionals (see page 36 for more details about specific demographics).

Home Life Married with kids

54.6%

Unmarried with kids

13.8%

Married with no kids

12.8%

Unmarried with no kids

18.8%

How long have you been doing nails? One year or less

21.4%

2-3 years

18.2%

4-5 years

10.1%

6-7 years

6.9%

8-9 years

6.6%

10+ years

36.8%

43%

Caucasian

36%

African-American

10%

Hispanic

Korean

Other

What is the highest level of school you have completed?* Some high school

How old are you?*

3.9%

Finished high school

30.8%

Some college

40.7%

Finished college

18.1%

Graduate school

6.5%

25 or younger

9.1%

26-30

14.8%

31-35

20.6%

36-40

18.9%

41-45

14.5%

46-50

10.9%

Over 50

11.2%

Gender:

Which title best describes your position? Salon owner (doing nails)

36.1%

Nail technician/booth renter

23.3%

Nail technician/employee

22.2%

Student/apprentice

STATISTICS

Vietnamese

9.5%

Salon manager/nail dept. manager (doing nails)

3.5%

Salon manager/nail dept. manager (not doing nails)

1.3%

Salon owner (not doing nails)

3.8%

Cosmetologist

7.4%

Note: Figures donâ&#x20AC;&#x2122;t add up to 100% as respondents identify themselves in multiple ways.

34 NAILS 2007-2008 THE BIG BOOK

96% female

4% male

Where do you live? New England/Mid-Atlantic

19.1%

North Central

19.4%

South Atlantic

20.0%

South Central

14.2%

Mountain

7.0%

Pacific Coast

15.7%

International

4.6%

*Source: 2006 NAILS Big Book

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Page 35

FULLY BONDED

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Bond-Aid pH Balancing Agent

Great adhesion always starts with the proper nail pH, making BondAid pH Balancing Agent your first defense in the fight against lifting!

Original Acrylic Bonding Agent

Professionally proven Bondex Original Acrylic Bonding Agent is the preferred choice for excellent adhesion on most clients. The advanced non-Methacrylic Acid formula delivers strong bonds, while being gentler than traditional primers.

Maximum Strength Acrylic Bonding Agent

Call 800.341.9999 or visit www.opi.com ÂŠ 2007 OPI Products Inc.

Bondex2 Maximum Strength Acrylic Bonding Agent is designed for the current Methacrylic Acid user as an alternative to traditional bonding agents, making it a trusted option for clients with specific needs.

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Vietnamese Demographics

There are many assumptions made about the Vietnamese salon community and finally we have data to disprove some and confirm others. NAILS Magazine and VietSALON Magazine cooperated on a survey to Vietnamese nail technicians and salon owners in September 2006. The surveys were in Vietnamese and mailed to 5,000 nail technicians in the U.S. We offered a $5 incentive for every completed survey and received 988 responses. We believe this is a positive first step in our ability to benchmark this significant faction of the industry. The area of most controversy is service pricing. Vietnamese salons have a reputation â&#x20AC;&#x201D; mostly earned â&#x20AC;&#x201D; for providing very low-cost services. This survey bears that out. They have a reputation for having low-end services and offering minimal amenities. This survey proves that false. Vietnamese salons offer a host of services, including wraps, paraffin dips, gels, pink-andwhites, and even such non-nail services as facials, tanning, and waxing.

Salon Services & Pricing*

STATISTICS

What services are offered in your salon?

Service prices

Vietnamese Average

Industry Average

Vietnamese Average

Industry Average

manicures (basic)

89.3%

97.0%

$11.71

$18.23

pedicures (basic)

89.6%

92.0%

$21.48

$32.72

full set acrylics (sculpts)

86.0%

71.0%

$25.79

$45.77

polish change

83.2%

92.0%

$6.43

$8.33

full set acrylics (tips)

80.9%

78.0%

$24.77

$41.65

full set (pink-and-whites)

80.8%

72.0%

$37.68

$48.03

gels

72.3%

59.0%

$35.28

$47.91

eyebrow waxing

63.1%

55.0%

N/A

*Prices are developed from a survey done in 9/2006.

36 NAILS 2007-2008 THE BIG BOOK

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What is your title? salon owner

59.6%

salon manager

17.2%

nail technician

23.2%

Gender?

female 30% male 70%

How many clients do you personally service each week? less than 10

1.7%

10-20

4.9%

21-30

7.3%

31-40

15.1%

41-50

14.5%

51-60

14.8%

more than 60

37.3%

no response

4.4%

How long have you been doing nails? Vietnamese Industry Average Average one year or less

3.4%

18.3%

2-3 years

10.6%

17.4%

4-5 years

16.5%

11.2%

6-7 years

16.5%

7.7%

8-9 years

16.8%

6.2%

10 years or more

36.2%

39.2%

Are you responsible for purchasing your own supplies? Yes, I provide all my own supplies, including tools and equipment.

46.5%

I provide some supplies, the salon provides some supplies.

9.4%

The salon provides all my supplies, except my tools.

35.3%

The salon provides all supplies, including tools and equipment.

8.8%

â&#x17E;¤ NAILS 2007-2008 THE BIG BOOK 37

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MORE THAN A MANICURE... A PAMPERING PROCESS TURN VISITS TO YOUR SALON INTO SOMETHING SPECIAL It’s true that clients frequent your salon for your expertise when it comes to caring for their hands and feet. But what if you could turn that experience into something more – a wonderfully relaxing time when clients can feel pampered, comfortable, and catered to, with no detail overlooked. Her salon time may be the only time of the day (or week!) that your client can call her own, so why not maximize her experience so that she feels refreshed, energized, and restored.

Read on to discover how to deliver more than a manicure …

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MAKEITALL ABOUT YOUR CLIENT MAKE HER COMFORTABLE Offer your client some refreshment – a cup of gourmet coffee, her choice of herbal tea, a soft drink, or ice water flavored with slices of lime and cucumber (very spa-like). Keep an assortment of CDs handy, and let her choose the music she’d like to listen to during her manicure.

TAKE TIME TO CHAT Talk with your client to determine her nail care needs. Even if she is only in for her weekly polish change, you can make the most of the moment by discussing specifics – does she feel her hands are dry; are her cuticles cracked or ragged; does she prefer sheer colors or the newest bold trends in lacquers; is she at a point in her life when younger-looking hands are important. Then put together a personal nail care profile for her, including the products you use on her in the salon plus a few well-chosen, professionally recommended products for her to take home.

GIVE HER PEACE OF MIND The leading concern of most salon-goers is cleanliness, so put to rest any doubts your client may have by showing her exactly what you do to keep your salon environment clean and healthy. Most clients feel awkward asking you for proof of cleanliness; offer it to them, and you’ll go a long way toward ensuring their comfort and their return.

FOCUS ON HER Your client is paying for your nail services and your time, and she deserves it to be all about her. Refrain from chatting with other nail techs about weekend plans, or from having your next appointment stand at your tech table talking to you while you are working on your client. Make your client’s time with you stress-free, engaging in conversation if she wants to and working quietly if not.

REWARD HER

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Reward her. Show your clients you appreciate their patronage – and motivate them to return – with a “valued client” program. After every 6 manicures, for example, give your client a bonus. It could be a free add-on service or a complimentary product suited to her needs. Keep track of her salon visits and services on a file card that also includes her product preferences, and be sure to refer to it before each of her visits.

11/2/07 12:20:24 PM

AVOPLEX HIGH-INTENSITY HAND & NAIL CREAM Transforms hands in need of serious care. Luxuriously hydrating blend of Shea, Cocoa, Avocado, and Almond butters plus deep-penetrating protein peptides hydrate, nourish, and protect, while helping to increase skin elasticity and nail flexibility.

AVOPLEX CUTICLE OIL TO GO Replenishes essential moisture and lipids with antioxidant Vitamin E plus Avocado, Sunflower, Sesame, and Kukui Nut oils. Thick new formula means easy, non-drip usage on the go; convenient, leak-proof tube is perfect for pocket or purse.

MANICURE/PEDICURE BY OPI ESPRESSO SCRUB Formulated with natural sugar crystals to reduce calluses and banish dry, rough skin, plus caffeine. Triple-action fruit-derived AHA’s leave hands and feet silky smooth.

MANICURE/PEDICURE BY OPI CAPPUCCINO MASSAGE A blend of botanical extracts, caffeine, antioxidant vitamins, and emollients delivers a rejuvenating massage plus light moisture.

MANICURE/PEDICURE BY OPI GREEN TEA SCRUB Formulated with natural sugar crystals to reduce calluses and banish dry, rough skin, plus antioxidant green tea to protect and repair skin. Triple-action fruit-derived AHA’s leave hands and feet silky smooth.

MANICURE/PEDICURE BY OPI WHITE TEA MASSAGE A blend of botanical extracts, antioxidant vitamins, soothing white tea essence, and emollients offers a relaxing massage and gentle hydration.

CHOOSE PAMPERING PRODUCTS Choose pampering products. Your clients’ salon experience is about two things – your expertise and ability to make them comfortable, and your choice of products. Select products that deliver excellent results and a feel-good factor through texture, color, aroma, and packaging. Your clients will love how they feel and look when you’re finished, and you’ll be the star!

NAIL ENVY NATURAL NAIL STRENGTHENER In five custom formulas for longer, stronger nails. Includes Original, Matte, Soft & Thin, Dry & Brittle, and Sensitive & Peeling.

CHIPSKIP NAIL LACQUER CHIP PREVENTOR Just one coat applied prior to Base Coat and Nail Lacquer helps prevent chipping, keeps manicures looking great longer!

DRIP DRY LACQUER DRYING DROPS Dries nails to the touch in one minute, completely in five, with just 1 to 2 drops! Treats cuticles to a soothing dose of jojoba.

MANICURE BY OPI REJUVENATING SERUM Clinically-proven, powerful, single-step treatment infuses skin with natural lightening ingredients to diminish age spots, nourishes hands with vitamins A, C and E plus antioxidant Grape Seed Oil.

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THE BIG FINISH Your service is finished, your client feels and looks great, and you know you’ve taken the extra steps to make her feel pampered. All that’s left is to book her next appointment, and suggest products for her to purchase for use at home (invest in shopping bags with your salon’s logo and pretty tissue paper to make a rich-looking presentation and to make her purchase feel like an indulgence). Most important, thank her for choosing your salon!

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Salon Environment

How would you describe your salon? Full-service salon

51.2%

Nails-only salon

28.6%

Day spa

9.0%

Home-based salon

4.0%

Mobile salon/spa

1.3%

Resort/hotel/destination spa/salon

0.2%

Other

5.7%

How much is your monthly booth rental?

STATISTICS

$380 (average) $150 or less

13.5%

$151-$200

9.7%

$201-$250

5.0%

$251-$300

19.3%

$301-$350

6.7%

$351-$400

18.1%

$401-$450

2.1%

$451-$500

10.9%

Do you carry professional liability insurance for yourself or your salon?

More than $500

14.7%

54%YES 46%NO

Does your salon have a dress code or require a uniform?

38%YES 62%NO

How many nail technicians work in this salon? G E F D C

44 NAILS 2007-2008 THE BIG BOOK

Just me

49.6%

2 nail techs

20.3%

3 techs

12.7%

4 techs

6.1%

5 techs

3.7%

6 techs

2.9%

7+ techs

4.7%

â&#x17E;¤

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NEW!

PROFESSIONAL FILES BY OPI

OPI QUALITY COMPETITIVELY PRICED!

PLUS, A NEW DISPOSABLE ONE-TIME USE FILE!

New Professional Files by OPI work with you with an exclusive shape that is superior by design and uniquely contoured for maximum efficiency and ergonomics. The precisely arched sides follow the motion of the arm for more accurate filing, helping to reduce effort and fatigue. The seven-inch length provides the maximum file surface and features rounded ends. The smaller end can be used to push cuticles; the wider end is ideal for creating the straightest sidewalls. Need fast reduction? Hold the file by the wide end for a longer stroke. For more precision and control, hold the narrow end.

Available in a selection of displays to meet your merchandising needs.

ALSO NEW! DISPOSABLE 1X USE FILE White/Silver 150/180

Designed for markets where state boards require single use files!

Call 800.341.9999 or visit www.opi.com. ÂŠ2007 OPI Products Inc.

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Salon Services

Page 46

There were fewer shakeups in service offerings this year. 30% of salons say they added a new service, where 11% discontinued a service. Ironically, some of the main services added were also the top services discontinued.

Top Nail Salon SERVICE TRENDS

Upgrade and upsell.

Nail technicians cut back on basic manicure and pedicure services in favor of more deluxe and custom services. You told us about Fire & Ice Pedicures, Stone Pedicures, Peppermint Christmas Manicures, Apple Cinnamon Mani/Pedis, Pomegranate Manicures and Pedicures, Coffee/Tea Pedicures, and Pumpkin Peel Pedicures. On the other hand, a few salons said they discontinued the deluxe services for nearly the same reason. Said one owner, “I have to do more basic services with special prices to compete with other salons.”

Foot care diversity.

There were lots of new treats for the feet, where the skills once reserved for fingernails were being used to enhance the pedicure service. The most popular new foot service was gel toenails. We heard about the fast-growing popularity of acrylic and gel toenails, especially colored products for an always-pristine pedicure. A good percentage of you tried one of the new “water detoxing” foot treatments, and many have launched medical pedicures.

STATISTICS

All about color.

You’re playing around with colored gels and acrylics and dabbling in 3-D art constructed with liquid-and-powder systems. One of you started adding crushed sea shells to white acrylic, which lets you add $10 for those sets. Another tech imprints pink acrylic with lace for a very pretty, feminine look. You’re custom blending colors to either match your client’s skin tone or her evening dress. One nail technician sums it up: “I’ve added custom acrylic to all my extension services. I base my ideas on the creativity and personality of each of my clients.”

46 NAILS 2007-2008 THE BIG BOOK

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Sanitation forces discontinued services.

Many nail techs discontinued their paraffin dips because clients were concerned about dipping into “used” wax. A few others said they discontinued the paraffin dip since it was being offered free anyway or they were eliminating the higher-end manicures and pedicures.

Stretching from nail care doesn’t work out…

Many salons have decided to do away with non-nail services like ear piercing, body wraps, permanent makeup, facials, and microdermabrasion. “I’m going back to the basics,” one nail technician told us. A few people who had gotten bitten by the tanning bug (including spray tanning) from a few years back threw in the towel.

… or it does.

Just as many salons that were taking out non-nail services were adding them in. Salons added facials, skin care, eyelash/brow treatments, tanning, permanent makeup, makeup application, waxing, ear candling, massage, and body treatments.

Health concerns cause career concerns.

For personal reasons, mostly health-related, we saw nail techs dropping gels and acrylics, although most who dropped acrylics say they are focusing on higher-profit natural nail care services instead.

Gels are big this year.

23% mentioned adding gel services either as a regular extension service, a gel top coat service, or gel toenails this year.

Knowing your clientele opens opportunities.

Salons have opened up business opportunities by developing services around a particular client demographic. We heard from salons starting party programs, kids services, temporary nails for teens, and other special-occasion services. A couple of you even added a mobile salon unit.

10 Mini services are big. Whether it’s because clients want things fast or because you want a competitive service, you told us that you’ve added “minis” to the menu like a Mini Mani and Petite Pedi (and a host of other cute service names). ➤ NAILS 2007-2008 THE BIG BOOK 47

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Salon Services

[Hereâ&#x20AC;&#x2122;s how a few of these services compare to five years ago.] paraffin dips

What services are offered in your salon? 97%

Pedicures

93%

Polish changes

90%

down 22.7%

Nail art

78%

Full set acrylics (tip-with-overlay)

77%

Pink-and-white acrylics

71%

Full set acrylics (sculpts)

71%

Paraffin dips

70%

Waxing (for hair removal)

59%

Gels/UV light systems

56%

Eyebrow shaping

55%

Acrylic toenails

51%

UV top coat service

50%

Hair care

46%

Colored acrylics

45%

Skin care

45%

Nail jewelry

41%

Facials

40%

Fiberglass wraps

34%

Gel toenails

34%

Wraps (silks or linen)

34%

Makeup application

33%

Massage

33%

Colored gels

32%

Eyebrow tinting

28%

Reflexology

24%

Eyelash tinting

22% 19%

Powder/glue extensions

19%

Eyelash extensions

19%

Airbrushing

18%

Microdermabrasion treatments (face or body)

16%

Ear piercing

13%

Tanning

13%

Ear coning/candling

12%

Microdermabrasion treatments (for hands and feet)

11%

Airbrush tanning

10%

acrylic toenails

up 28.6%

fiberglass wraps

colored acrylics

airbrushing

V down 40.4%

Wellness treatments or mind-body therapies

Permanent makeup

Non-waxing hair removal

down 42.0%

Non-nail airbrush treatments (e.g. makeup)

Nutritional analysis or weight control

Water therapies

Glamour photography

Body piercing

48 NAILS 2007-2008 THE BIG BOOK

Body wraps

up 2000%

STATISTICS

2007 Manicures

â&#x17E;¤

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AVOPLEX HIGH-INTENSITY HAND & NAIL CREAM

Intense repair for hands in need of serious care

Transform dry, severely overworked hands with new AVOPLEX HIGH-INTENSITY HAND & NAIL CREAM – a rich, soothing moisturizer packed with deeppenetrating protein peptides, a blend of Shea, Cocoa, Avocado and Almond butters, and OPI’s Advanced Avocado Lipid Complex. The ideal finishing cream for hands in need of serious repair, AVOPLEX HIGH-INTENSITY HAND & NAIL CREAM hydrates, nourishes, and protects while helping to increase skin elasticity and nail flexibility. It’s the power of Avoplex – turned all the way up to intense.

tester

High-impact display showcases AVOPLEX HIGH-INTENSITY HAND & NAIL CREAM

MOISTURE REPLENISHING SYSTEM The essence of rich Avocado

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Service Prices

2007 2006

Most salons now have a variety of manicure and pedicure services, so that a single “average price” is almost misleading. This year, for the first time, we asked salons for two prices: one for their basic service, one for a “deluxe.” Therefore, the change in service prices over 2006 in this category does not necessarily reflect a drop.

Basic manicure

$17.53

$18.23

Deluxe manicure

$18.70

N/A

Basic pedicure

$20.80

$32.72

Deluxe pedicure

$43.93

N/A

Full set acrylics (sculpt)

$46.28

$45.77

Full set acrylics (tip-with-overlay)

$41.21

$41.65

Gels (full set)

$49.09

$47.91

Wraps (full set)

$42.66

$42.76

Colored acrylics (full set)

$50.72

$48.86

Pink-and-white acrylics (full set)

$48.68

$48.03

Acrylic fill

$27.63

$24.36 *

What products are retailed in your salon?** Nail polish

88%

Skin care products

44%

Hand lotions

85%

Toe rings

38%

Nail strengtheners/treatments

83%

Boutique items (clothing, jewelry)

33%

Top/base coats

81%

Makeup/cosmetics

31%

Cuticle treatments

77%

Adhesives/glue

30%

Nail files or buffers

61%

Tanning products

21%

Hair care

51%

Personal implement kits

20%

Polish-drying products

45%

Vitamins/nutritional supplements

70.1% of nail

STATISTICS

techs retail products for clients’ at-home use.

42.6% of salons have added at least one new retail item for sale. *Source: 2005 NAILS Big Book **Source: 2006 NAILS Big Book

➤

50 NAILS 2007-2008 THE BIG BOOK

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THE #1 REASON WOMEN RETURN TO NAIL SALONS?

CLEANLINESS! Now OPI makes it easy and economical to keep your salon compliant with state regulations with just one single product – OPI Spa Complete One-Step Cleaner and Disinfectant.

> Cleans and disinfects tools,

hard surfaces, and pedicure spas and tubs

> Hospital-grade, EPA-

registered disinfectant

> Effective against a broad

spectrum of bacteria, viruses, fungus, mold, and mildew

> Deodorizes > Built-in chelator dissolves

hard-water mineral deposits

> Degreaser cleans residue

left by oily pedicure scrubs

> Non-acid, pipe-safe cleaning > Economical – one gallon makes up to 128 gallons of cleaning solution

> Meets most state board sanitation regulations

AVERAGE COST PER USE

HARD SURFACES Clean and disinfect your station 20 times for just 1 penny. IMPLEMENT DISINFECTION Disinfect implements for 20 cents a day. PEDICURE SPAS & TUBS Clean and disinfect for 39 cents per gallon of water. With OPI Spa Complete, you can be assured that your salon is as clean as it can be, in one easy step!

Available in a 1 Gallon size (4 Fl. Oz. size coming soon)

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Client Demographics Who are your clients?* Girls under 20

5.6%

Women 21-25

9.7%

Women 26-35

19.4%

Women 36-45

28.5%

Women 46+

28.6%

Men

8.2%

On average, how many clients do you see each week?

What would you say is the PERCENTAGE of standing appointments and walk-ins in your business?

Standing appointments

68.4%

Walk-in appointments

23.2%

Other (filling in for another tech, for example) 8.4%

10 or fewer

29.5%

11-20

22.0%

21-30

22.7%

31-40

12.2%

41-50

7.6%

More than 50

6.0%

89%

What is your busiest day of the week?

STATISTICS

Saturday

of men in Europe and the U.S. consider good grooming and general presentation essential to their professional success. — Changing Male Grooming Behaviors & Occasions (2004), Global Information Inc.

31% of the spa-going population is Day that salons are most frequently closed?

Sunday

male. — International Spa Association (ISPA) 2006 Spa-goer Study

34.8%

of nail techs who have male clients have male-specific services on their menu. — NAILS Magazine (April 2007)

*Source: 2006 NAILS Big Book

➤

52 NAILS 2007-2008 THE BIG BOOK

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something’s brewing ...

Coffee and tea lovers, rejoice! Now OPI offers Manicure/Pedicure by OPI Coffee & Tea scrubs and massage lotions for soft, silky hands and feet! Now you can choose – original Manicure by OPI or Pedicure by OPI scrubs and lotions or these new Coffee & Tea formulations. Because what’s more delicious than having a choice?

espresso scrub

cappuccino massage

green tea scrub

white tea massage

Formulated with natural sugar crystals to reduce calluses and banish dry, rough skin, plus caffeine. Triple-action fruit-derived AHA’s leave hands and feet silky smooth.

A blend of botanical extracts, caffeine, antioxidant vitamins, and emollients delivers a rejuvenating massage plus light moisture.

Developed with natural sugar crystals to reduce calluses and banish dry, rough skin, plus antioxidant green tea to protect and repair skin. Triple-action fruit-derived AHA’s leave hands and feet smooth and soft.

A blend of botanical extracts, antioxidant vitamins, soothing white tea essence, and emollients offers a relaxing massage and gentle hydration.

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Industry Challenges Building clientele “I’m trying to build a clientele from scratch. It can be hard work to get people of the street into your salon.”

What is the biggest challenge that you faced as a nail professional in the last 12 months? Although one nail tech put it succinctly: “I have many challenges and I face each one head on,” most of you had something specific that was vexing you.

#1 Competitive market, especially discount salons

Customer service (difficult clients, late and no-shows, client retention) “My challenge has been clients that do not show, do not call to cancel...frustrating! I made a nice, polite sign with my rules. It has been great ever since and I find I am getting more respect.”

“It’s hard trying to explain to new customers why our prices are more expensive than the budget salons.”

#3 #2 Specific product challenges [most often cited: gels, pinkand-whites, lifting] “I’m learning colored acrylics after years of getting used to one type or color of powder.”

Finding and retaining personnel

Keeping up with trends, new products, industry issues

“Staffing is a major challenge. With so many high volume shops, it is hard to compete in the peak seasons.”

“Keeping up with the latest products and having them available is a big challenge for me.

#4 #6

#5 A slumping economy, including seasonal slowdowns

Opening a new salon

STATISTICS

“The economy hasn’t really been good for me since March 2007. Most of my customers are complaining about high electric bills and gas prices.”

“I’m opening my own salon and frantic getting it finished in time for opening and dealing with the landlord and upstairs tenants.”

Personal time management

Finding classes “It’s hard finding continuing education classes in my area.”

54 NAILS 2007-2008 THE BIG BOOK

“I always get very busy in the spring with people wanting pedicures, and I can’t get everyone in since I can’t physically do that many a day.

#10

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Have you advertised your business in the last 12 months?

Business Building

yes 66.4% no 31.4% Where have you advertised your business in the last 12 months?* Local newspaper

51.5%

Client referral system

49.4%

Yellow Pages (printed)

37.5%

The salon has its own website

34.4%

Direct mail to local area residents

26.8%

Sponsor charity events

24.9%

High school or other school papers

23.0%

Other online directories (including salon finder sites)

20.2%

Online Yellow Pages

18.8%

Door hangers or windshield flyers

18.7%

I have a MySpace page

18.0%

Local or city magazines

17.6%

Cooperative advertising with other local businesses

11.1%

Radio

9.7%

Sponsor local sports teams

8.3%

Local TV

5.7%

Billboards or bus benches

4.3%

I have a Facebook page

3.8%

Other

14.0%

How tech-savvy are nail salons?* I go online to chat with other nail technicians.

29.1%

I go online to order products.

78.1%

I look at nail-related videos online.

53.9%

I spend less than five hours a week online.

29.1%

I spend 5-10 hours per week on online.

42.4%

I spend 11-20 hours a week online.

22.7%

I spend more than 20 hours a week online.

18.3%

I subscribe to various nail-related e-mail newsletters.

74.9%

I’m interested in receiving information about nail products via e-mail.

86.6%

E-mail is a good way to reach me.

93.4%

*Note: Figures don’t add up to 100% as respondents were asked to check all that apply.

➤ NAILS 2007-2008 THE BIG BOOK 55

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AXXIUM, the first professional product advertised directly to the consumer in magazines. Seen in Shape, Ladies’ Home Journal, Lucky, More, and Essence. OPI – supporting the professional nail technician.

From packaging to superior new Artist Series Gel Brushes to the industry’s most innovative UV light, Axxium brings beauty and brilliant new services to your tech table!

Axxium Gels offer effortless overlays and sculpts with exceptional strength, clarity and color! You’ll love Axxium’s workability and the speed of new, fast finishing options. And the new OPI Axxium UV Light brings smart, stylish, and powerful UV curing technology to your table in the most ingenious light of the decade! Axxium – a superior gel system that’s perfect for all your gel needs.

Axxium, a new generation of gels.

Axxium Gel System

First Place Winner Las Vegas & London Nailympics John Hauk, International Nail Competitor

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TURN PAGE TO SEE EASY STEPS TO FLAWLESS NAIL PROTECTION!

10/26/07 3:58:12 PM

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A NEW GENERATION OF GELS

YOUR CLIENT’S NAILS –ONLY BETTER! Strong, beautiful, all-one-length natural nails can be difficult to grow and maintain. Your client uses her hands for so many things every day – working on the computer, crafting, digging in her purse – nails often suffer as a result. Even natural nail clients can have the nails they want – only better – with the new Axxium Gel System by OPI. Axxium acts as an invisible layer of protection for nails, keeping them strong so that they can grow without breaking. Plus, Axxium gives nails incredible shine! Clients won’t even know they’re wearing gels – Axxium gels are virtually weightless, and the finish is so sheer and flawless that the beauty of the natural nail shows through. And if natural beauty wasn’t enough, an Axxium service is odor-free, making for a relaxing salon experience! AXXIUM OVERLAY GEL is perfect for protective, naturallooking nail overlays. It forms a tight bond with the natural nail for durability and incredible shine.

AVAILABLE FOR PURCHASE IN TRIAL & INTRO KITS (SHOWN BELOW)

AXXIUM LUMINOUS WHITE OVERLAY GEL combines the ease of a nail lacquer application with the long-lasting beauty of gels. And it is an ideal alternative to sculpting and backfills. AXXIUM NO-CLEANSE UV TOP SEALER allows you to go from shape to shine fast! Simply polish on, cure, and glow!

TRIAL KIT

INTRO KIT

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EASY STEPS TO FLAWLESS NAIL PROTECTION

Base properly prepared nails with either OPI Bondex or Axxium Gel Base. Brush Gel Base on five fingers, capping free edges; cure 1 minute.

fingers at a time, flash curing 15 seconds between applications. Apply to both thumbs and flash cure for 15 seconds. If desired, create a French tip look with Axxium Luminous White Gel.

Apply a final layer of Axxium Clear Overlay Gel as shown previously; cure entire hand 2 minutes.

4 5

Using a light touch, apply Axxium Clear Overlay Gel to two

Remove the moist surface residue with N.A.S. 99. Shape and contour nails, dust, and cleanse nails with N.A.S. 99.

Polish Axxium No-Cleanse Top Sealer onto four fingers, encasing free edges; flash cure 15 seconds. Apply sealer to the thumb and cure entire hand for 2 minutes.

Call 800.341.9999 or visit www.opi.com. ÂŠ2007 OPI Products Inc.

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Buying Habits

How much do you spend per month on nail supplies? Less than $100 per month

28.4%

$101-$150 per month

29.3%

$151-$200 per month

15.0%

$201-$250 per month

4.3%

$251-$300 per month

8.7%

$301-$350 per month

1.6%

Where do you shop for nail supplies?*

More than $350 per month 12.7%

Do you purchase your own nail products? Yes, I provide all my own supplies, including tools and equipment.

70.2%

I shop in a professional beauty supply store.

90.9%

I order over the phone from my dealer’s catalog or deal sheets.

40.1%

I buy products at tradeshows.

39.4%

I order online from my dealer’s catalog.

36.7%

I buy direct from the manufacturer.

31.6%

I order from an online-only distributor.

30.5%

I shop in an open-to-the-public beauty store.

24.6%

A distributor’s sales consultant comes to the salon and takes my order.

22.9%

For some items, I buy from non-traditional places that don’t carry traditional professional nail supplies.

12.9%

I shop at the drugstore or other general store.

6.6%

I shop from a mobile or van dealer who comes to my salon.

2.1%

Other

2.8%

*Note: Figures do not add up to 100% as respondents were asked to check all that apply.

STATISTICS

I provide some supplies, the salon provides some supplies. The salon provides all my supplies, except my tools.

8.8% How often do you purchase supplies?

12.5%

The salon provides all supplies, including tools and equipment.

8.5% C B

60 NAILS 2007-2008 THE BIG BOOK

Less than once a month

15.7%

Once a month

40.5%

Twice a month

30.0%

Once a week

12.6%

More than once a week

1.2%

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Nail Tech Income Which best describes your compensation system?

A H

I am a booth renter, I pay rent to the salon and I keep all my service fees. I am a booth renter, I pay rent to the salon and I keep a percentage of my service fees. I am an employee and I receive a salary. I am an employee and I receive a salary plus a percentage of my service fees. I am an employee and I receive just a percentage of my service fees. I am an employee and my compensation is based on the number of clients I serve. (I receive a higher commission if I bring in more clients.)

38.0% 3.5%

of nail techs receive a commission or other incentive for selling retail products.

20.0%

7.2%

Average weekly income*

24.5%

6.8%

55.7% (average)*

49.5%

What commission percentage do you receive on services?

Supplemental income:

$150 or less

10.8%

$151-$250

11.1%

$251-$350

11.6%

$351-$450

10.9%

$451-$550

12.6%

$551-$650

10.0%

$651-$750

6.8%

More than $750

26.2%

On average, how many HOURS do you work each week? 10 or fewer

15.4%

11-20

14.3%

21-30

21.6%

31-40

26.6%

41-50

15.7%

More than 50

6.4%

*Source: 2006 NAILS Big Book

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Regional Analysis nail techs

STATISTICS

2007 Alabama Alaska Arizona Arkansas California Colorado Connecticut Delaware Dist. of Columbia Florida Georgia Hawaii Idaho Illinois Indiana Iowa Kansas Kentucky Louisiana Maine Maryland Massachusetts Michigan Minnesota Mississippi Missouri Montana Nebraska Nevada New Hampshire New Jersey New Mexico New York North Carolina North Dakota Ohio Oklahoma Oregon Pennsylvania Rhode Island South Carolina South Dakota Tennessee Texas Utah Vermont Virginia Washington West Virginia Wisconsin Wyoming U.S. Totals

62 NAILS 2007-2008 THE BIG BOOK

1,933 356 8,332 1,438 83,343 6,901 2,700 415 186 45,599 5,208 1,500 1,354 8,380 3,069 899 925 2,098 3,029 761 6,400 11,194 12,214 2,732 1,814 4,910 475 809 5,400 911 8,155 1,182 16,500 6,774 112 11,893 4,531 15,024 9,176 1,467 1,961 36 3,854 24,157 1,930 201 5,833 7,100 618 1,734 375 347,898

2006 1,587 366 8,531 1,485 79,582 6,301 2,800 450 750 38,452 5,299 1,800 1,174 8,577 3,168 700 900 2,134 1,260 786 6,170 10,499 12,355 2,816 1,871 4,310 483 831 5,100 939 7,995 1,215 16,000 6,922 113 12,096 4,645 15,266 9,308 1,192 2,017 30 5,915 24,578 1,922 208 6,002 7,000 500 1,696 395 361,427

nail salons

2007 802 120 1,122 450 8,240 901 931 182 89 4,204 2,000 213 241 2,223 874 336 447 566 895 187 995 1,421 1,658 661 434 944 174 295 490 210 2,603 356 4,103 1,736 66 1,684 649 631 2,654 214 737 59 1,025 5,103 340 63 1,464 1,286 173 970 109 58,330

2006 764 123 1,023 430 8,112 899 913 178 83 4,107 1,939 206 222 2,250 860 320 445 534 836 185 980 1,470 1,670 645 433 928 168 297 449 217 2,597 348 3,790 1,714 64 1,725 602 628 2,696 201 687 57 972 5,102 336 59 1,411 1,179 173 975 107 59,843

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NEW! CUTICLE OIL TO GO

A NEW WAY TO REPLENISH Now salon clients can take the essence of Avocado –and soft, smooth cuticles – wherever they go with new AVOPLEX CUTICLE OIL TO GO! Avoplex Cuticle Oil to Go replenishes essential moisture and lipids with antioxidant Vitamin E plus Avocado, Sunflower, Sesame, and Kukui Nut oils – and the thick, new gel formula means easy, non-drip usage on the go. Plus the convenient, leak-proof tube is perfect for pocket or purse. It’s like always having a mini spa treatment right at your fingertips!

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