STATISTICS - NAILS Magazine

Transcription

2012-2013 Industry
STATISTICS
RECORD-BREAKING
GROWTH: $7.47 BILLION
IN NAIL SERVICES
BOOTH RENTAL RATES
DECLINE SLIGHTLY
GEL-POLISH CONTINUES ITS
SERVICE DOMINANCE
CELEBRITIES & NAIL ART — BIGGEST
INFLUENCES ON THE INDUSTRY
32% OF SALONS ADD A
NEW SERVICE IN 2012
NAIL TECHS EMBRACE
ONLINE TOOLS, SOCIAL MEDIA
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11/13/12 4:36 PM
INDUSTRY STATISTICS
INDUSTRY OUTLOOK
There are LOTS of reasons that the nail business is
enjoying big increases … in popularity, in service prices, in the
number of salon customers, in new services. You can read
about the trends influencing the professional nail industry on
page 58. The nail industry grew to a record $7.47 billion this
year. The only area we’re seeing slowing growth is in the
number of new salons opened and the number of new nail
technicians. But we believe we’ll see more and more young
people look to a nail career with greater interest now because
it’s an opportunity to earn a good living, make your own
flexible hours, and do something that is creative and fun.
Our Big Book statistics are a labor of love. Doing this every
year gives us a chance to quantify for the industry — and for
the world at large — that nails are important in the American
economy. The industry is the source of so many jobs, not
just nail techs and salon owners, but beauty dealers,
manufacturers, and all the other kinds of suppliers whose
focus is nails. We’re proud to be part of that.
And we’re proud and grateful for our association with OPI
Products for this special section of our annual Big Book. OPI’s
sponsorship of the annual industry statistics section is made
possible by OPI’s generous support, and I personally thank
George Schaeffer and Suzi Weiss-Fischmann, without whom
the depth and breadth of our research would not be possible.
All of this information will be available on our website all
year long, as well as prior years’ data so you can compare
and contrast over several years. If you have any specific
questions, I welcome them personally. You can e-mail me at
cyndy.drummey@bobit.com.
— Cyndy Drummey
WE PULLE
D DATA T
HIS YEAR
A VARIET
FROM
Y OF SOU
RCES:
An online
survey of o
ur readers
online use
hip and
rs (more th
a
n 1,400 re
An e-maile
sponses)
d survey to
the readers
VietSALO
of
N (456 re
sponses)
Regular m
onthly polls
of our onlin
of NailsMa
e users
g.com
Focus grou
ps conduc
ted at our
headquart
NAILS
ers office in
California
Research a
nd data-ga
thering do
outside gro
ne by
ups, includ
ing the Bure
Labor Stati
au of
stics, the st
ate boards
cosmetolo
of
gy, busine
ss license
and severa
databases,
l others
These graphs below represent the percentage
of total number of services done in the salon.
manicures
pedicures
19%
23%
gels (traditional) gels (brush-on)
18%
acrylics
nail art
11%
12%
13%
other services
4%
These graphs below represent the
percentage of dollar volume done in the salon.
manicures
pedicures
gels (traditional) gels (brush-on)
29%
22%
11%
acrylics
nail art
10%
7%
15%
other services
6%
2-YEAR COMPARISON OF INDUSTRY SIZE
2011
2012
$7.30 billion
$7.47 billion
These figures represent the total dollars spent in nail salons.
Footnotes: *2011 Big Book [1] NAILS circulation data
[2] NAILS web poll, 9/2012 [3] Google Analytics, 11/2012
Market size calculation is determined by calculating the number of each service offered, average service price, number of salons offering that
service, and number of practicing nail technicians by state. When we project the overall industry number we weight the Vietnamese service prices
differently than non-Vietnamese prices, as research has shown that there is as much as a 40% difference in average prices. Our methods for
calculating market size are proprietary and have been honed over 20 years of doing this, but we welcome your comments and challenges because
it makes us better! As our cover says every month: We are DEDICATED to the SUCCESS of the professional nail industry.
>>>
2 |
NAILS MAGAZINE
|
2012-2013 THE BIG BOOK
11/13/12 4:36 PM
5
1
2
3
4
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2 Swiss Hand Guard Antiseptic Handwash Gel
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Cleanses nails and removes gel residue.
4 Bond-Aid pH Balancing Agent
Ensures lift-free, chip-proof GelColor services.
5 PusherPlus Titanium Multi-Use Pusher
Pushes cuticles and details nails with a built-in cleaning edge
GELCOLOR • ICONIC OPI COLOR IN A SERVICE ONLY YOUR SALON CAN DELIVER!
MODEL IS WEARING GELCOLOR BY OPI VAMPSTERDAM
FOR MORE INFORMATION ABOUT GELCOLOR BY OPI, LOG ON AS A PRO AT OPI.COM!
©2013 OPI Products Inc. Call 800.341.9999 or visit opi.com
11/13/12 4:36 PM
THE “AVERAGE NAIL TECHNICIAN”
INDUSTRY STATISTICS
Nail technicians are predominantly female, early middle-aged, have finished some college, and have not been doing
nails most of their professional lives. The “average nail tech” is married with kids and she works part-time.
NAIL INDUSTRY ETHNIC BREAKDOWN
Vietnamese 48%
Caucasian 42%
African-American 6%
Other 4%
WHICH DESCRIBES YOUR FAMILY SITUATION?
The nail industry is somewhat polarized,
in that there are two primary and distinct
groups that make up the majority of industry
professionals: Caucasian and Vietnamese,
with Vietnamese being the largest and most
consistently growing segment.
HOW MANY HOURS DO YOU WORK EACH WEEK?
5 or fewer................................5%
6-10...........................................8%
11-15...........................................5%
Married
with kids
Unmarried
with kids
Married
with no kids
Unmarried
with no kids
51%
17%
14%
18%
16-20.........................................7%
21-25.........................................8%
26-30......................................13%
31-35.......................................12%
HOW LONG HAVE YOU BEEN DOING NAILS?
One year or less
1-2 years
36-40.....................................18%
2-3 years
4-5 years
10%
9%
41-45.......................................11%
46-50.......................................8%
8-9 years
6-7 years
6%
More than 50........................5%
10+ years
46%
HO
W
5%
OL
13%
11%
4%
Finished high school.........................................................
28%
Some college/AA degree....................................
42%
Finished college...............................................
17%
Gender*
36-40
17%
97%
31-35
15%
female
4 |
Some graduate school........................
4%
Finished graduate school.........
5%
NAILS MAGAZINE
|
46-50
12%
41-45
16%
WHAT IS THE HIGHEST LEVEL OF
SCHOOL YOU HAVE COMPLETED? *
Some high school........................................................................
U?
YO
E
Over 50
AR
D
20%
3%
male
26-30
11%
25 or younger
9%
>>>
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©2013 OPI Products Inc.
11/13/12 4:36 PM
A CLOSER LOOK AT SALON LIFE
INDUSTRY STATISTICS
Nail technicians and nail salons have been trying to create a more professional
environment in the salon, enforcing dress codes, strict adherence to booth rental
rules, and staying alert for constant innovation.
IF YOU DO HAVE A SALON DRESS CODE, WHAT IS IT?*
nice jeans 1%
all white or white & accent color (but not black) 2%
“trendy/stylish” attire 3%
white lab coat or jacket 4%
scrubs 6%
DOES YOUR
SALON HAVE A DRESS
CODE OR REQUIRE
A UNIFORM? *
9% specifically prohibit nail techs
all black 1
3%
from wearing jeans.
black & w
hite or bla
ck &
an accen
t color 21
%
YES
34%
5% have a dress code that allows
either a daily color scheme change or
more casual attire on weekends.
salon-bra
nded top
or salon
uniform/
smock/a
pron 24%
1% specifically prohibit open-toe
business
casual or
dress cod common-sense
e 26%
shoes, flipflops, shorts, sweats, midriffs,
sneakers, or cleavage-revealing attire.
Nails-only Full-service salon
salon
offering nails
Day/hotel/
destination spa
School
Other
Mobileor homebased salon
HOW WOULD
YOU DESCRIBE
1
YOUR SALON?
56%
HOW MANY NAIL TECHNICIANS WORK AT
THIS LOCATION (INCLUDING YOURSELF)?
I am the ONLY nail technician
working at this location........................54%
4%
29%
3%
2%
6%
WHICH BEST DESCRIBES YOUR CURRENT EMPLOYMENT SITUATION?
Nail technician
(booth renter or salon Nail technician
(employee)
owner doing nails)
Cosmetologist
Student
or apprentice
9%
7%
2 nail techs...........................................17%
3 nail techs.....................................10%
55%
14%
4 nail techs................................ 7%
5 nail techs..........................4%
Other
Salon manager or
Salon manager or
nail dept. manager
nail dept. manager
Salon owner
(doing nails)
(NOT doing nails) (NOT doing nails)
6 nail techs....................2%
6%
5%
3%
1%
7+ nail techs...........6%
6 |
NAILS MAGAZINE
|
>>>
11/13/12 4:36 PM
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11/13/12 4:36 PM
SAFE AND HEALTHY WORKING HABITS
INDUSTRY STATISTICS
Nail technicians are concerned about their health, but they haven’t taken all the precautions they can to protect
themselves from work-related injuries like carpal tunnel or allergic reactions. Only 21% wear gloves most of the time.
DO YOU
HAVE MEDICAL
INSURANCE?
YES
NO
77%
23%
HOW OFTEN DO YOU WEAR
PROTECTIVE GEAR?
never or
rarely
63%
Protective
eyewear
always or
almost always
Through a spouse’s or partner’s policy
38%
On my own policy
16%
Covered by Medicare or Medicaid
7%
Covered by a work policy at another job
5%
Covered by the salon policy
5%
Covered on parents’ policy
4%
Other kinds of coverage
2%
DO YOU HAVE ANY WORKRELATED HEALTH CONCERNS?
NO YES
60%
40%
20%
dermatitis 10%
neck problems 11%
71%
Mask
10%
shoulder pain 6%
46%
back trouble 5%
Gloves
21%
tendonitis 6%
carpal tunnel 42%
wrist problems 5%
DO YOU HAVE A REFERRAL
2
SYSTEM WITH A NAIL DOCTOR?
Yes, I have an
agreement with a
doctor to refer clients................
OF THOSE
NAIL TECHS
WHO HAVE
A WORKRELATED
HEALTH ISSUE,
THESE ARE
THE ISSUES.
arthritis 7%
other 2%
6%
I refer clients to a doctor
in the area, but it’s not
a formal arrangement............
13%
I don’t have a
referral system
in place........................................
81%
8 |
NAILS MAGAZINE
|
DO YOU HAVE
PROFESSIONAL
LIABILITY INSURANCE
FOR YOURSELF
OR YOUR SALON?
YES
61%
NO
39%
>>>
11/13/12 4:36 PM
Cleans and disinfects tools,
hard surfaces, and pedicure
spas and tubs
Hospital-grade, EPAregistered disinfectant
Effective against a broad
spectrum of bacteria, viruses,
fungus, mold, and mildew
THE #1 REASON WOMEN
RETURN TO NAIL SALONS?
CLEANLINESS!
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.
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
(using the gallon size)
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.
NEW!
Now available
in 32 Fl. Oz.
11/13/12 4:36 PM
INDUSTRY STATISTICS
THE ECONOMICS OF DOING NAILS
Doing nails offers an opportunity to earn based on the ability to bring in a steady flow of clients.
Booth rental is the most popular system for nail technicians because it allows techs to be their
own boss, setting their own prices and hours. Because earnings can be limited to the number of
clients seen per day, an incentive to sell retail is a great option to add to one’s income.
WHICH BEST DESCRIBES YOUR COMPENSATION SYSTEM?
[
]
Total does not equal 100% as some respondents
had other, more complex compensation methods.
BOOTH RENTER 31%
EMPLOYEE 19%
20% do nails themselves and
earn only from the services
they personally do.
29% pay rent to the salon
and keep 100% of their
service fees.
10% are employees and
receive a percentage of
service fees but no salary.
16% own the salon and take
a salary.
2% are booth renters who
pay a percentage of service
fees to the salon as rent.
4% are employees who
receive a salary.
SALON OWNER 40%
3% are employees who
receive a salary plus a
percentage of service fees.
4% are home-based or
mobile salons.
2% are employees whose
compensation is based on
their business volume.
Booth renters who
pay their rental WEEKLY
Booth renters who
pay their rental MONTHLY
61%
39%
Average weekly rental
Average monthly rental
$110.82
$390.83
RETAIL INCENTIVE
(46% receive an incentive
on retail sales)
WHAT IS YOUR TOTAL WEEKLY INCOME (INCLUDING TIPS)?
sales
commission
72%
15%
$150 or less............... 17%
$151 - $250............... 14%
$251 - $350............... 14%
$351 - $450..............
11%
17%
$451 - $550............... 12%
8%
14%
9%
$551 - $650................ 9%
$651 - $750................. 8%
12%
14%
More than $750...... 15%
11%
Average Income $420.98 Per Week
10 |
NAILS MAGAZINE
|
counted toward my
salary/bonus10%
service/product
discount 10%
points system/awards 6%
rental rebate 2%
>>>
11/13/12 4:36 PM
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11/13/12 4:36 PM
What was once thought of as a “nails-only” salon is really a full-service salon with a heavy emphasis in nail care. Nail
salons are adding everything from skin care services to eyelash extensions, but their business has expanded mainly
with services that augment their “standard” nail services. Adding glitter to an acrylic service can increase the price of
the service by 5%, for instance. Gel manicures usually earn double what a basic manicure does.
Manicures 93%
PePdei
dciucrue
rses9
19.14
%
%
Nai
e
k
i
l
b
r
h
l
u
s
i
s
h) 71%
art
pol
ng a
82
(usi
%
s
l
e
g
S
p
e
d
c
i
i
r
alty
yb
ma
/h
nic
h
ur
lis
7%
e
5
s
(
s
t
c
i
i
p
c
l
y
w
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r
ith ov
t ac
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e
e
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r
l
lay
a
Ful
)5
ite
5%
4%
5
)
t
p
l
d
n
i
p
s
ffi
u
a
5
3%
Par
(sc
ics
1%
ls 5
Gels (tradi
ge
tio
s 44%
c
i
l
y
r
ac
Gel toen
|
Ta
glu
e
Powder a
nd
ents 8%
atm
tre
NAILS MAGAZINE
Bo
dy
9%
ush tanning 9%
ps Airbr
a
wr
s 8%
sion
ten
x
odermabras
e
Micr
ion
%
7
ing
nn Permanent
keup 4%
ma
12 |
Colore
d
res 62%
dicu
y pe
ialt
ec
sp
nd
sa
7 manicures
9 pedicures
9 gel-polish applications
2 sets of gel toenails
12 acrylic fills and full sets
43%
ails
Each week nail techs
do an average of:
9%
l) 4
na
Full
set
ac
ry
l
Soak
-off
4%
anges 8
sh ch
i
l
o
P
Brus
h-o
ng
elpo
Pin
k-a
nd
-w
h
INDUSTRY STATISTICS
WHAT SERVICES ARE OFFERED AT NAIL SALONS?
11/13/12 4:36 PM
gel-polish specialty manicures
32% OF NAIL SALONS
HAVE ADDED A NEW SERVICE IN
THE LAST 12 MONTHS.
one-stroke nail art duckbill nails
ombre nail art
rockstar toes
eyelash extensions Minx special needs pedicures
airbrushed nail art soak-off gels
glitter removal
specialty massage seasonal pedicures waterless pedicures
mini services
acrylic traditional gel nails
paraffin dips seasonal pedicures
low-cost services silk wraps
13%
OF NAIL SALONS
HAVE ELIMINATED A SERVICE
IN THE LAST 12 MONTHS.
pedicure spas foot paraffin dip linen nails facials massage
acrylic removal regular polish
backfills body wrap waxing ear candling
hot stone pedicures
airbrush
Eyelash
e
Wrap
s (fi
b
19%
ogy
xol
fle
ng 12%
nti
Full c
ove
rag
en
ail
a
Wr
ap
s(
sil
6%
s3
ail
en
to
lic
Wa
xin
g4
6%
3
g
n
1%
i
p
ha
s
w
o
r
eb
Ey
Ac
x 30%
ry
Min
/
s
as a standalo
(
g
e
g
n
a
i
s
n
s
t
e
a
ser
a
vic
co
ot m
e)
rt
Fo
%
26
4
2
%
)
i
c
l
a
p
t
p
i
n
o
a
n 22
e
p
u
n
%
e
li
k
r
a
M
ko
21%
ss)
gla
age and
r
e
Mass
re
14%
s
n
o
i
s
n
xte Eyelash
ti
>>>
|
NAILS MAGAZINE
| 13
11/13/12 4:36 PM
F
H
I NAI L
EN
O
1
SALON
#
VY
RY
D
I
RA
PIDR
Y
I
DR
I
P
KI P
BRAND
I CHIPS
I START T
IS
IN
11/13/12 4:36 PM
A New Look from
the #1 Salon Brand!
NAIL ENVY NATURAL NAIL STRENGTHENERS
RAPIDRY QUICK DRY TOP COAT
I
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CHIPSKIP CHIP PREVENTOR
DRIPDRY LACQUER DRYING DROPS
START TO FINISH BASE COAT, TOP COAT & NAIL STRENGTHENER
11/13/12 4:36 PM
INDUSTRY STATISTICS
THE MOST VITAL STATISTIC: SERVICE PRICING
The nail industry has had “price stagnation” in various service areas for decades. The price of a full set of acrylics
has barely changed in 20 years. But the income (and profit) opportunity for nail techs has to be in confidence in
charging higher prices, augmenting services so that you can command higher prices, and getting customers used
to periodic increases. When you think about not having a price increase in 20 years, you’ve actually lost money by
not keeping up with inflation.
1 9 9 2 2002
2012
20 YR
CHANGE
MANICURE
(basic)
$10.97
$15.76
$19.15
80%
PEDICURE
(basic)
$22.01
$30.62
$31.69
47%
Service Prices 2012
Manicure (basic)
$19.15
Manicure (deluxe)
$27.94
Pedicure (basic)
$31.69
Pedicure (deluxe)
$43.71
Full set acrylics
$43.58
Acrylic fill (standard)
$26.57
manicure in 1992 was $10.97. That’s the equivalent of $17.32
today. So the inflation-adjusted increase in service price is
just 10% over 20 years.
Colored acrylics (full set)
$47.20
Gels (full set)
$49.44
Gel fill
$30.59
pedicure in 1992 was $22.00. That’s the equivalent of $34.73
today. So, adjusted for inflation, that makes today’s price of
$31.69 a drop of almost 9%. (Fortunately, the boom in specialty
Soak-off gel application
$28.93
Brush-on gel-polish application
$27.38
Acrylic toenails (full set)
$37.27
Gel toenails (full set)
$39.16
FULL SET
ACRYLICS
$41.83
$42.12
$41.52
-1%
ACRYLIC
FILL
$20.74
$23.02
$26.99
30%
WHAT WOULD SERVICE PRICES BE IN 2012 IF
THEY WERE ADJUSTED FOR INFLATION?
A
A
pedicures (averaging $43.71) makes up for the “loss” in profitability on
the basic pedicure.)
A
full set of acrylics in 1992 was $41.83. That’s the equivalent of
$66.04 in today’s dollars, but today’s price is $41.52. So, in reality, the
“value” of a full set of acrylics has dropped by 58%.
Acrylic toenails (per toe)
$4.85
Gel toenails (per toe)
$5.14
Depending on the complexity
of the design 34%
DO YOU CHARGE
FOR NAIL ART?
YES
52%
Yes
Sometim
es
%
33
Different rates for different
types of art 28%
Per finger 21%
HOW DO YOU CHARGE
FOR NAIL ART?
No
22.8%
NAILS MAGAZINE
|
Flat rate for nail art 5%
Another way 5%
15
%
16 |
Per color 7%
>>>
11/13/12 4:36 PM
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chamomile mint mask
Ultra-hydrates and soothes
with shea butter extract.
chamomile mint massage
For a silky, sensual spa massage with rich
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Call 800.341.9999 or visit opi.com ©2013 OPI Products Inc.
11/13/12 4:36 PM
INDUSTRY STATISTICS
5 REASONS NAILS ARE “SUDDENLY” IN THE SPOTLIGHT
Why have nails become so explosively popular in the last couple of years? We
can attribute some of that popularity to a group of high-profile celebrities who
have embraced nail art and manufacturers working with fashion designers.
The products themselves lend themselves to hype: gel-polish has been the
best thing to hit the nail industry since tips! And the web has helped nail design
spread to the far reaches of the globe. It’s a great time to be in the business,
especially if you stay on top of the leading trends and provide customer service
and pampering that the DIY-er doesn’t get to experience when she’s doing her
own nails.
1 Celebrities
OPI was an early proponent of the celebrity
endorsement, but they’ve really upped the
ante this year with signing up Nicki Minaj, the
Kardashians, Maria Carey, and a group of female
Olympians.
No celebrity this year had more effect on nails than
Michelle Obama, who wowed an international audience at the Democratic National Convention with her
lavender-hued nails. Artistic Nail Design, which made
the color she was wearing, said FLOTUS sent 42,352
new visitors to the company’s website.
Self-proclaimed nail aficionado
Katy Perry and HelloGiggles
founder Zooey Deschanel get as much notice for their
nail designs as their dresses on the red carpet. (Did you
see E! Entertainment’s “Mani-Cam” at the fall Emmys?)
Katie Cazorla, TV’s first nail salon reality star, got picked
up for a second season.
Tennis star Serena Williams got her
manicuring license and Beyoncé opened a
cosmetology school with her mother.
The list of movie-polish tie-ins is long, with OPI again
leading the pack: OPI’s Bond Manicure for the new
James Bond picture “Skyfall” joins collections
for “The Hunger Games” (China Glaze),
“Dark Shadows” (Orly), and “Snow White
& the Huntsman” (Deborah Lippmann) for
marquee stature.
18 |
NAILS MAGAZINE
|
Nail professionals who’ve made a career
of dressing the nails of the rich and famous
are more in demand than ever. Tom Bachik
used to fly under the radar for his boldface clients, but
now, as L’Oreal’s global nail expert, his name is featured
in magazine articles right alongside the rest of the style
team. Celebrity techs like Kimmie Kyees and Lisa Logan
are keeping A-list celebrities’ nails adorned from coast
to coast.
2
Do-It-Yourself
DIY is actually a benefit to the salon. Not
everyone can create their own designs but
consumers are inspired by the options
available and how easy nail art can be
done with just polish.
There’s a new band of “salonistas,” those rabid
salon-lovers who frequent the salon at least
weekly (compare that to most women, who go
to the salon every few months).
Drugstore sales of polish and nail products have soared:
polish sales are up 59%, 36% increase in natural nail
products, and a 100% increase of top and base coats.
The “mass market” nail care category was augmented
by innovations in application techniques, which could be
seen in products such as Sally Hansen Salon Effects and
Nails Inc.’s Magnetic Polish.
The Lipstick Nail Polish Index: Economywatchers used to say that when times got
tough, women would buy a lipstick, because
it was an affordable pick-me-up. Now the
economic barometer is measured by nail polish.
When times are tough, women buy a bottle of
nail polish. And when times are good, they buy
lots of polish and go to the salon.
>>>
11/13/12 4:36 PM
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11/13/12 4:36 PM
INDUSTRY STATISTICS
5 REASONS NAILS ARE “SUDDENLY” IN THE SPOTLIGHT
3 Social Media
In August, the popular but ordinarily
snarky blog Jezebel weighs in: “Nail art
… might be the only form of primping
and grooming that isn’t rooted in making oneself more
appealing to men or exploiting women’s insecurities.
It transcends skin color and hair texture and face
symmetry and body type.”
Facebook and Twitter remain popular places to share
your favorite nail art designs, but Instagram and
Pinterest are newer platforms that nail techs — and
your clients — have taken to with a
passion. What could be a more
natural outlet for a nail tech’s
creative energy than photo-sharing
sites where professionals swap nail
design ideas by the thousands?
And as far as we can tell, there are somewhere in the
area of 35,000 blogs dedicated to nails, nail polish,
and nail art.
4
Nail Art
There are 2.5 million monthly
Google searches for the term “nail
art.” Nail art, especially hand-painted
polish-only designs, has a new reputation. It’s no longer for the adventurous
client and no longer just for feet. Many clients you
might have thought of as conservative will now
proudly wear cute and trendy looks on their nails.
CND’s Jan Arnold saw the potential 15 years
ago to take nail care to fashion’s elite
designers and now nearly every major
nail manufacturer has a Fashion
Week presence.
Actual nail art: Chicago artist Dzine curated an art exhibit called Nailed (based on his book of the same name).
Visual artist Pamela Council created a sculpture called Flo
Jo World Record Nails. The sculpture, made of handpainted nail tips, is set on a wood base and is one-one
hundredth of the scale size, meaning that each meter is
represented by one centimeter.
20 |
NAILS MAGAZINE
|
5 Product Innovation
Gel-polish is no trend; it’s now an
industry standard. The products
continue to be refined, the removal
methods faster and safer, and the colors
infinite. There are now 46 brands of gel-polish. You can
find lights that are UV, LED, combo UV/LED, 1-finger,
2-hand — you name it.
As if the glut of gel-polishes weren’t enough to feed the
need of “polish-istas,” there are all sorts of other product
extensions that are popularizing nails — mood-changing
and magnetic polish and gels, real lacquer strips,
holographic color, caviar nails, and nail appliques, to
name just a few.
Beauty magazines pick professional brands
as their “editor’s choice” and favorites.
The “world’s most expensive nail
polish” containing 267 carats of
black diamonds and costs $250,000.
Sure, it’s a gimmick, but it shows
people are paying attention to nails.
“Boutique” nail brands carve their own niche. Deborah
Lippmann has always been the darling of beauty
editors, but there are more high-priced, small-volume
brands than ever, including Butter London, Nars, and
Rescue Beauty.
>>>
11/13/12 4:36 PM
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Call 800.341.9999 or visit opi.com ©2013 OPI Products Inc.
11/13/12 4:36 PM
MORE COLORS TO LOVE!
12 NEW GERMANY & CLASSIC SHADES
11/13/12 4:36 PM
SCHNAPPS OUT OF IT!
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EVERY MONTH IS OKTOBERFEST
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THE CLASSICS
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GELCOLORS FROM
LEFT TO RIGHT,
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Romeo & Joliet
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11/13/12 4:36 PM
INDUSTRY STATISTICS
CLIENTS AND CUSTOMER SERVICE
The number of clients seen in a typical week has increased in the last year, due no doubt to the general increase in popularity
of nails (see all the reasons why on page 58 ). Nail techs are going high tech with payment and booking options.
HOW MANY CLIENTS
DO YOU PERSONALLY
SERVICE PER WEEK ?
5 or fewer............15%
6-10.......................17%
HOW DO YOUR CLIENTS PAY FOR THEIR SERVICES?
11-15....................... 11%
16-20.................... 12%
21-25.................... 13%
11% accept
16%
only cash
accept
no cash
26-30....................11%
31-35.......................7%
36-40.....................5%
41-45...................... 2%
46-50.....................4%
cash
More than 50...... 3%
36%
HOW DO YOUR CLIENTS TYPICALLY
MAKE THEIR APPOINTMENTS?
Regular appointments (clients who
schedule their appointments one by one)
49%
Standing appointments (clients who come
in every other Tuesday at 9, for example)
36%
Walk-ins
13%
credit or
debit card
personal
check
33%
27%
electronic
funds
transfer I bill them
1%
3%
WHICH OF THE FOLLOWING DO YOU PRIMARILY
USE FOR BOOKING APPOINTMENTS?
Other (filling in for another tech, for example)
Traditional
paper calendar/
paper booking
Web-based
booking service
59%
7%
Other
3%
2%
45% of respondents take no walk-ins
Computer software
19%
3% of respondents work exclusively
Smartphone app
12%
on standing appointments.
WHAT IS THE DEMOGRAPHIC MAKEUP OF YOUR SALON CLIENTELE?
Men
3%
24 |
Girls under 20 Women 21-25 Women 26-35 Women 36-45 Women 46+
6%
NAILS MAGAZINE
|
11%
19%
27%
34%
>>>
11/13/12 4:36 PM
AVOPLEX
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AVOCADO OIL
Rich in natural
skin-loving lipids that
smooth and soothe.
VITAMINS A, D, & E
Helps fight free
radicals and encourage
natural skin repair.
LECITHIN
Natural emollient;
helps soften and
protect skin.
POTASSIUM
An important
elasticity-restoring
mineral.
PROTEIN
Increases elasticity,
helps lock in moisture,
and helps protect skin.
PHOSPHOLIPIDS
Natural moisture-binding
emollients nourish your skin.
AVOPLEX REVITALIZING HAND & BODY SCRUB
Instantly reveals softer, younger-looking skin while hydrating with nutrient-rich Avocado Lipid Complex, Jojoba,
and Grape Seed oils. A must for professional services – a weekly treat for hands and body! Experience the
Avoplex difference with OPI’s Pro Manicure Kit offering 20 full services at an amazing cost per service value!*
Call 800-341-9999 or visit opi.com ©2013 OPI Products Inc.
11/13/12 4:36 PM
INDUSTRY STATISTICS
PRODUCTS—BUYING AND SELLING
Top 5
best-seller
WHAT
PRODUCTS
ARE
RETAILED
IN THE
SALON?
Top 5
Top 5
best-seller
best-seller
Top 5
best-seller
34%
YES
hand lotions
75%
polish
72%
cuticle
treatments
67%
nail
treatments
64%
Top 5
files/
buffers
48%
skin care
products
43%
other
boutique
items
20%
makeup/ polish-drying
cosmetics
products
29%
26%
hair care
38%
adhesives/
nail glue
20%
66%
DO YOU RETAIL PRODUCTS FOR
CLIENTS’ AT-HOME USE?
WHERE DO YOU SHOP FOR NAIL SUPPLIES?
Respondents chose the sources they use “regularly.”
best-seller
top/base
coats
54%
NO
jewelry
29%
professional beauty supply store
89%
online-only distributor
38%
at tradeshows
37%
dealer’s catalog
34%
over the phone
31%
direct from the manufacturer
27%
open-to-the-public beauty store
26%
distributor’s sales consultant
20%
implements
16%
HOW MUCH DO YOU SPEND
PER MONTH ON NAIL SUPPLIES?
$1 - $50..........................................17%
$51 - $100.................................... 28%
toe rings
15%
purses
12%
candles
15%
clothing
8%
vitamins
7%
$101 - $200................................. 34%
$201 - $300..................................13%
$301 - $400....................................3%
$401 - $500....................................3%
More than $500............................2%
HOW OFTEN DO YOU
SHOP FOR NAIL SUPPLIES?
average spent
on supplies
per month
$180.42
DO YOU BUY YOUR OWN NAIL SUPPLIES?
Less
than
once a
month
8%
26 |
I provide all my own supplies,
tools, and equipment.
Once a
month
30%
NAILS MAGAZINE
Twice a
month
20%
|
Once a
week
16%
More
than
once a
week
3%
No set
pattern
23%
I provide some supplies;
the salon provides some.
The salon provides all my supplies,
except my tools.
The salon provides all supplies,
tools, and equipment.
76%
5%
10%
9%
>>>
11/13/12 4:36 PM
TITANIUM
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420 stainless steel and coated with ultra-hard, corrosion-resistant Titanium
for long-lasting precision.
AccuNip Titanium
Precision Cuticle Nipper
Safely removes excess cuticles.
AccuNipPlus Titanium
Artificial Nail Nipper
For nipping artificial nail enhancements.
PusherPlus Titanium
Multi-Use Pusher
Features a built-in cleaning edge.
Dexterity Titanium
Dual-Edged Nail Plate Cleaner
Dual-edged for precise cleaning of nail plates.
PusherGuard Titanium
Sensitive Cuticle Pusher
Unique “lip” design minimizes discomfort.
DoubleDuty Titanium
Dual-Sided Pusher
Features both large and small pushers.
PediPusher Titanium
Multi-Use Pedicure Implement
Cleverly designed to push, clean, scoop and lift.
FileEdger
Ultra-hard 460-grade stainless steel for
superior removal of sharp file edges.
For more information about OPI Titanium Tooling Implements, log on as a professional at www.opi.com or contact your Authorized OPI Distributor.
11/13/12 4:36 PM
NAIL TECHS WARMLY EMBRACE TECHNOLOGY AND ARE WEB-SAVVY
INDUSTRY STATISTICS
Nail technicians were early adopters of technology, starting with an Internet chat group that launched in 1994 by
Debbie Doerrlamm and is still popular today. Nail technicians rely on your smartphones to stay in touch with clients,
book appointments, do banking, and even accept service payments. You are social! You connect with each other and
with clients on every major social media platform, from Facebook to Pinterest.
WHAT DO YOU USE YOUR
SMARTPHONE FOR?
Business phone calls 60%
Business text messaging 60%
WHICH OF THE FOLLOWING
STATEMENTS ARE TRUE FOR YOU?
I have my own Facebook page.
73%
My salon has its own Facebook page.
60%
My salon has its own website.
46%
I have a Twitter account.
25%
I have my own website.
20%
Researching companies online 33%
Accepting credit card payments 28%
I don’t use a smartphone for business
or I don’t have a smartphone. 29%
My salon has its own Twitter account.
11%
I have a YouTube channel.
7%
My salon has its own FourSquare page.
4%
I have my own FourSquare page.
4%
Online appointment booking
for the salon 17%
WHAT ARE NAIL TECHS DOING ONLINE?
Other business applications 9%
74% have a smartphone
Blackberry (or other)
3%
Andriod
24%
researching
new products
90%
looking at
manufacturers’
websites
83%
using
Facebook
80%
watching nail
related videos
80%
chatting with
other nail
technicians
30%
blogging
about nails
7%
WHAT TECHNOLOGY ARE YOU USING
FOR APPOINTMENT BOOKING?
WHAT KIND OF
SMARTPHONE
3
DO YOU HAVE?
Apple
73%
computer
software
19%
28 |
NAILS MAGAZINE
|
smartphone
app
17%
web-based
booking service
3%
>>>
11/13/12 4:36 PM
7
61/2
6
51/2
5
41/2
4
31/2
3
SHORT•SLEEK•SENSATIONAL
21/2
Because you want nothing to get between
you and your work, OPI Artist Series Brushes
are designed with sleek, short handles and
handcrafted using the finest materials to deliver
perfection from the first brush stroke to the last.
Artist Series Kolinski Mini Gel Brush
Artist Series Flat Gel Brush
Artist Series Oval Gel Brush
Artist Series 2-Piece Kolinski Gel Brush
Artist Series 2-Piece Acrylic Oval Brush
Artist Series Acrylic Oval Brush
2
11/2
1
1
/2
ACTUAL SIZE
IN INCHES
Acrylic Oval Brush
Lightweight handle for a comfortable
grip and effortless brush control.
Artist Series 2-Piece Kolinski Gel Brush
Compact 4 1/2 inches – #4 brush head
ideal for OPI gels. Great for travel.
Artist Series Flat Gel Brush
Perfect for moving quantities of gel for
fast nail coverage.
2-Piece Acrylic Oval Brush
Compact 4 1/2 inches –
perfect for travel!
Artist Series Oval Gel Brush
Tapers to a sharp point, excellent for details
and clean, crisp smile lines.
Artist Series Kolinski Mini Gel Brush
#2 brush head with a slim handle for
precision and comfort.
For more information about OPI Artist Series Brushes, log on as a professional at www.opi.com or contact your Authorized OPI Distributor.
11/13/12 4:36 PM
INDUSTRY STATISTICS
REGIONAL ANALYSIS OF THE NAIL INDUSTRY
2012
NAIL TECHS
2,807
565
8,000
2,109
84,699
6,557
2,932
438
182
29,936
7,597
1,620
1,706
9,829
4,252
1,322
913
2,420
3,934
1,079
6,193
13,077
13,692
3,437
1,703
5,235
92
1,056
6,200
1,055
7,855
1,135
16,335
9,193
112
11,824
700
11,402
11,782
1,239
1,870
33
5,517
34,795
1,753
201
7,383
7,300
567
1,288
344
560
57
810
450
7,978
936
929
93
100
4,233
2,137
229
244
985
680
445
437
455
982
182
1,031
1,377
1,607
637
446
941
164
130
570
198
1,403
360
4,128
1,784
69
1100
290
1,200
1,968
176
788
59
1,085
5,000
341
62
1,400
1,334
110
228
120
357,265
355,600
53,028
51,244
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
2012 TOTALS
2011 TOTALS
30 |
NAILS MAGAZINE
2012
NAIL SALONS
|
Biggest tech-to-salon ratio: 11 to 1
WA
MT
OR
ID
WY
NV
UT
CO
CA
AZ
NM
State with the MOST
nail technicians: 84,699
AK
HI
These salon and nail
tech figures come from
business directories,
state boards, and industry
estimates. As there is
no solid data on the
percentage of practicing
(versus licensed) nail
techs, NAILS estimates
some state figures.
NUMBER OF
NAIL TECHS IN 2012
less than 1,000
1,000- 3,000
3,000 -8,000
8,000- 16,000
more than 16,000
11/13/12 4:36 PM
State with the FEWEST
nail technicians: 33
State with the most significant increase
in nail techs: up 10% since 2011
ME
ND
VT
MN
SD
MA
NY
WI
CT
MI
PA
IA
OH
IN
MD
WV
KS
VA
MO
KY
NC
TN
RI
NJ
NE
IL
NH
DE
State with the
LEAST hours
required for
licensing: 0
OK
SC
AR
MS
TX
AL
GA
State with MOST hours
required for licensing:
750 hours
LA
FL
DISTRIBUTION OF VIETNAMESE SALONS IN 2012
HIGHEST
LOWEST
The top 10 most populous states
for Vietnamese nail techs:
1 California
2 Texas
3 Florida
4 New York
5 Pennsylvania
6 Georgia
7 Illinois
8 Virginia
9 New Jersey
10 North Carolina
|
NAILS MAGAZINE
| 31
11/13/12 4:36 PM
COLOR AT THE SPEED OF LIGHT
A SERVICE ONLY YOUR SALON CAN DELIVER!
HAND-SENSOR ACTIVATED
FULL FIVE-FINGER CURING
50,000 HOURS OF LED PERFORMANCE
EXCEEDS SAFETY APPROVALS IN ALL COUNTRIES OF DISTRIBUTION
OPI LEDLIGHT
THE WAVELENGTH OF THE FUTURE
MIRROR-FINISH INTERIOR FOR
EVEN LIGHT DISTRIBUTION
15, 30, 45 AND 60-SECOND
MEMORY SETTINGS
ADJUSTABLE “FEET” FOR
CONVENIENT PEDICURE USE
2 EASY-ACCESS POWER PORTS
32 STRATEGICALLY-PLACED,
SILICONE-ENCAPSULATED LEDS
11/13/12 4:36 PM

STATISTICS - NAILS Magazine

Transcription

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