STATISTICS 2012-2013 Industry - NAILS Magazine
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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
spon
sponsso
ons ore
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r db
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bb2012-13stats_reprints.indd 1 11/13/12 4:36 PM
INDUSTRY OUTLOOK
INDUSTRY STATISTICS
There are LOTS of reasons that the nail business is These graphs below represent the percentage
enjoying big increases … in popularity, in service prices, in the of total number of services done in the salon.
number of salon customers, in new services. You can read
about the trends influencing the professional nail industry on manicures pedicures gels (traditional) gels (brush-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 19% 23% 18% 13%
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 acrylics nail art other services
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 11% 12% 4%
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 These graphs below represent the
Products for this special section of our annual Big Book. OPI’s percentage of dollar volume done in the salon.
sponsorship of the annual industry statistics section is made
possible by OPI’s generous support, and I personally thank manicures pedicures gels (traditional) gels (brush-on)
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 22% 29% 11% 15%
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 acrylics nail art other services
cyndy.drummey@bobit.com. — Cyndy Drummey
10% 7% 6%
WE PULLE
D DATA T
A VARIET HIS YEAR
Y OF SOU FROM
RCES:
An online
survey of o
online use ur readers
rs (more th hip and
an 1,400 re 2-YEAR COMPARISON OF INDUSTRY SIZE
An e-maile sponses)
d survey to
VietSALO the readers
N (456 re of
sponses)
Regular m
onthly polls
of NailsMa of our onlin
g.com e users
Focus grou
ps conduc
ted at our
2011 2012
headquart NAILS
ers office in
Research a California
nd data-ga
outside gro thering do $7.30 billion $7.47 billion
ups, includ ne by
Labor Stati ing the Bure
stics, the st au of
cosmetolo ate boards
gy, busine of
and severa ss license
l others databases, 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
bb2012-13stats_reprints.indd 2 11/13/12 4:36 PM
5
PRO
1 2 3
PREP
4
PRODUCTS
1 Swiss Blue Liquid Hand Soap
Washes away germs and bacteria.
2 Swiss Hand Guard Antiseptic Handwash Gel
Kills germs and keeps them in check during nail prep.
3 N.A.S. 99 Nail Cleansing Solution
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
bb2012-13stats_reprints.indd 3 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
The nail industry is somewhat polarized,
Vietnamese 48% in that there are two primary and distinct
Caucasian 42% groups that make up the majority of industry
professionals: Caucasian and Vietnamese,
African-American 6%
with Vietnamese being the largest and most
Other 4% consistently growing segment.
WHICH DESCRIBES YOUR FAMILY SITUATION? HOW MANY HOURS DO YOU WORK EACH WEEK?
5 or fewer................................5%
6-10...........................................8%
11-15...........................................5%
16-20.........................................7%
Married Unmarried Married Unmarried
with kids with kids with no kids with no kids 21-25.........................................8%
51% 17% 14% 18%
26-30......................................13%
31-35.......................................12%
HOW LONG HAVE YOU BEEN DOING NAILS?
36-40.....................................18%
One year or less 1-2 years 2-3 years 4-5 years
41-45.......................................11%
46-50.......................................8%
11% 13% 10% 9%
More than 50........................5%
6-7 years 8-9 years 10+ years
U?
E YO
AR Over 50
6% 46% D 20%
5%
OL
W
HO
46-50
12%
41-45
WHAT IS THE HIGHEST LEVEL OF 16%
SCHOOL YOU HAVE COMPLETED? *
36-40
Some high school........................................................................ 4% Gender* 17%
Finished high school......................................................... 28% 31-35
97% 15%
female
Some college/AA degree.................................... 42%
26-30
11%
Finished college............................................... 17% 3%
male 25 or younger
9%
Some graduate school........................ 4%
Finished graduate school......... 5%
4 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 4 11/13/12 4:36 PM
OP
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ID
DR R DRIPDRY LACQUER DRYING DROPS I RAPIDRY QUICK-DRY TOP COAT
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Call 800.341.9999 or visit opi.com
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bb2012-13stats_reprints.indd 5 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
9% specifically prohibit nail techs
SALON HAVE A DRESS all black 1
CODE OR REQUIRE 3%
A UNIFORM? * from wearing jeans.
black & w
YES 5% have a dress code that allows
hite or bla
an accen ck &
34%
t color 21
%
either a daily color scheme change or
salon-bra
nded top more casual attire on weekends.
or salon
smock/a uniform/
1% specifically prohibit open-toe
pron 24%
business shoes, flipflops, shorts, sweats, midriffs,
casual or
dress cod common-sense sneakers, or cleavage-revealing attire.
e 26%
Nails-only Full-service salon Day/hotel/ School
salon offering nails destination spa Other
Mobile-
or home-
HOW WOULD based salon
YOU DESCRIBE
1
YOUR SALON?
56% 29% 4% 3% 2% 6%
HOW MANY NAIL TECHNICIANS WORK AT
WHICH BEST DESCRIBES YOUR CURRENT EMPLOYMENT SITUATION?
THIS LOCATION (INCLUDING YOURSELF)?
I am the ONLY nail technician Nail technician
working at this location........................54% (booth renter or salon Nail technician Student
owner doing nails) (employee) Cosmetologist or apprentice
2 nail techs...........................................17%
3 nail techs.....................................10% 55% 14% 9% 7%
4 nail techs................................ 7%
Salon manager or Salon manager or
nail dept. manager Salon owner nail dept. manager
5 nail techs..........................4% Other (doing nails) (NOT doing nails) (NOT doing nails)
6 nail techs....................2%
6% 5% 3% 1%
7+ nail techs...........6%
6 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 6 11/13/12 4:36 PM
CE I ORIG
N AN I NA
TE L
1
N
#
IM
AI
I M
AT
T
BRITTLE
E
SALON
I SENSITIV
*
BRAND
Y&
DR
E
&
I
PE
IN EL
TH IN G
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NAIL ENVY NATURAL NAIL STRENGTHENERS
GET NAILS
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A New Look from
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Call 800.341.9999 or visit opi.com
©2013 OPI Products Inc.
bb2012-13stats_reprints.indd 7 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.
Through a spouse’s or partner’s policy 38%
On my own policy 16%
DO YOU
Covered by Medicare or Medicaid 7%
HAVE MEDICAL
INSURANCE? Covered by a work policy at another job 5%
Covered by the salon policy 5%
Covered on parents’ policy 4%
YES
77% NO Other kinds of coverage 2%
23%
HOW OFTEN DO YOU WEAR
PROTECTIVE GEAR? DO YOU HAVE ANY WORK- NO YES
never or always or
RELATED HEALTH CONCERNS?
60% 40%
rarely almost always
Protective
63% eyewear 20%
dermatitis 10%
neck problems 11%
Mask
71% 10%
shoulder pain 6%
OF THOSE
back trouble 5% NAIL TECHS
Gloves
46% 21% WHO HAVE
tendonitis 6% A WORK-
carpal tunnel 42% RELATED
HEALTH ISSUE,
wrist problems 5% THESE ARE
THE ISSUES.
DO YOU HAVE A REFERRAL arthritis 7%
2
SYSTEM WITH A NAIL DOCTOR?
Yes, I have an other 2%
agreement with a
doctor to refer clients................ 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
81%
in place........................................ DO YOU HAVE
YES
61%
PROFESSIONAL
LIABILITY INSURANCE NO
FOR YOURSELF 39%
OR YOUR SALON?
8 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 8 11/13/12 4:36 PM
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
THE #1 REASON WOMEN Built-in chelator dissolves
RETURN TO NAIL SALONS? hard-water mineral deposits
Degreaser cleans residue
CLEANLINESS!
left by oily pedicure scrubs
Non-acid, pipe-safe cleaning
Economical – one gallon
makes up to 128 gallons of
cleaning solution
OPI makes it easy and economical
Meets most state board
to keep your salon compliant with sanitation regulations
state regulations with just one single
product – OPI Spa Complete
AVERAGE COST PER USE
One-Step Cleaner and Disinfectant. HARD SURFACES
(using the gallon size)
Clean and disinfect your station
20 times for just 1 penny.
IMPLEMENT
DISINFECTION
Call 800.341.9999 or visit opi.com Disinfect implements for
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20 cents a day.
PEDICURE
SPAS & TUBS
Clean and disinfect for
39 cents per gallon of water.
NEW!
Now available
in 32 Fl. Oz.
bb2012-13stats_reprints.indd 9 11/13/12 4:36 PM
THE ECONOMICS OF DOING NAILS
INDUSTRY STATISTICS 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. ]
SALON OWNER 40% BOOTH RENTER 31% EMPLOYEE 19%
20% do nails themselves and 29% pay rent to the salon 10% are employees and
earn only from the services and keep 100% of their receive a percentage of
they personally do. service fees. service fees but no salary.
16% own the salon and take 2% are booth renters who 4% are employees who
a salary. pay a percentage of service receive a salary.
fees to the salon as rent.
4% are home-based or 3% are employees who
mobile salons. receive a salary plus a
percentage of service fees.
2% are employees whose
compensation is based on
their business volume.
Booth renters who Booth renters who
pay their rental WEEKLY pay their rental MONTHLY
61% 39% RETAIL INCENTIVE
(46% receive an incentive
Average weekly rental Average monthly rental
$110.82 $390.83
on retail sales)
WHAT IS YOUR TOTAL WEEKLY INCOME (INCLUDING TIPS)?
sales
commission
72%
15% 17%
$150 or less............... 17% $451 - $550............... 12%
8%
$151 - $250............... 14% $551 - $650................ 9%
14%
$251 - $350............... 14% 9% $651 - $750................. 8%
$351 - $450.............. 11% More than $750...... 15%
12% 14%
11% counted toward my
salary/bonus10%
service/product
discount 10%
Average Income $420.98 Per Week points system/awards 6%
rental rebate 2%
10 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 10 11/13/12 4:36 PMCHIPSKIP CHIP PREVENTOR
START TO FINISH BASE COAT, TOP COAT & NAIL STRENGTHENER
GET MANICURES THAT
G
TH
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ER
GO THE DISTANCE!
I CHIP
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IP
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IP
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EVENTOR
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A T
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CO FINI
SH BASE
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©2013 OPI Products Inc.
bb2012-13stats_reprints.indd 11 11/13/12 4:36 PMWHAT SERVICES ARE OFFERED AT NAIL SALONS?
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
INDUSTRY STATISTICS
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
4% dciucrue
anges 8
olish ch rses9
19.14
P %
%
l ik e Nai
pol is h - b ru sh) 71% l art
ng a 82
l s (usi %
ge S p
rid e cialty
yb ma
h/h nic
lis 7% ur
5 e
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ic s ry li c s (t ip w ith ov
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sa
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Ful lay
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h-o
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)
h
t
ec
-w
lp
Brus
u a ffi n di p s 5
ialt
(sc Par 3%
nd
ics
k-a
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l
Pin
ry
ls 5
dicu
ac
ge Gels (tradi
tio
set
-off
res 62%
y lic s 44%
na
Full
r
Soak
ac Gel toen
l) 4
d
Colore
9%
ails
43%
9% ush tanning 9%
aps Airbr
wr s 8%
Each week nail techs
sion
dy
ten
Bo
x odermabras
e Micr
do an average of:
ion
e
glu
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ing
nd
tre
nn Permanent
atm
Powder a
7 manicures
Ta
ma
ents 8%
keup 4%
9 pedicures
9 gel-polish applications
2 sets of gel toenails
12 acrylic fills and full sets
12 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK
bb2012-13stats_reprints.indd 12 11/13/12 4:36 PMgel-polish specialty manicures
32% OF NAIL SALONS one-stroke nail art duckbill nails
ombre nail art rockstar toes
HAVE ADDED A NEW SERVICE IN
THE LAST 12 MONTHS.
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 13% OF NAIL SALONS
low-cost services silk wraps
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
Wa
xin
g 3 6% g4
p in 1%
sha
row
eb
Ey
x 30% Ac
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n g ag e ( as a standalo
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ail
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en
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a
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sil
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gla
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er Mass
Full c
ap
re
b
Wr
n s 14%
s (fi
io
fle
ns
xte Eyelash
xol
Wrap
ti
e
ogy
Eyelash
nti
ng 12%
19%
>>>
2012-2013 THE BIG BOOK | NAILS MAGAZINE | 13
bb2012-13stats_reprints.indd 13 11/13/12 4:36 PMIS H I NAI L
F IN EN
1 #
O
VY
I START T
I CHIPS
SALON
BRAND
KI P
RY D
I
P I RA
DR I Y
PIDR
bb2012-13stats_reprints.indd 14 11/13/12 4:36 PMA New Look from
the #1 Salon Brand! NAIL ENVY NATURAL NAIL STRENGTHENERS I CHIPSKIP CHIP PREVENTOR
RAPIDRY QUICK DRY TOP COAT I DRIPDRY LACQUER DRYING DROPS
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©2012 OPI Products Inc.
bb2012-13stats_reprints.indd 15 11/13/12 4:36 PMTHE MOST VITAL STATISTIC: SERVICE PRICING
INDUSTRY STATISTICS 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 $10.97 $15.76 $19.15 80%
(basic)
PEDICURE $22.01 $30.62 $31.69 47%
Service Prices 2012
(basic)
Manicure (basic) $19.15
FULL SET
ACRYLICS
$41.83 $42.12 $41.52 -1% Manicure (deluxe) $27.94
Pedicure (basic) $31.69
ACRYLIC $20.74 $23.02 $26.99 30%
FILL Pedicure (deluxe) $43.71
Full set acrylics $43.58
Acrylic fill (standard)
WHAT WOULD SERVICE PRICES BE IN 2012 IF
$26.57
THEY WERE ADJUSTED FOR INFLATION?
Colored acrylics (full set)
manicure in 1992 was $10.97. That’s the equivalent of $17.32
$47.20
A
today. So the inflation-adjusted increase in service price is Gels (full set) $49.44
just 10% over 20 years. Gel fill $30.59
Soak-off gel application
A pedicure in 1992 was $22.00. That’s the equivalent of $34.73 $28.93
today. So, adjusted for inflation, that makes today’s price of Brush-on gel-polish application $27.38
$31.69 a drop of almost 9%. (Fortunately, the boom in specialty
Acrylic toenails (full set) $37.27
pedicures (averaging $43.71) makes up for the “loss” in profitability on
the basic pedicure.) Gel toenails (full set) $39.16
Acrylic toenails (per toe) $4.85
A full set of acrylics in 1992 was $41.83. That’s the equivalent of
Gel toenails (per toe) $5.14
$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%.
Depending on the complexity
of the design 34%
%
33 Different rates for different
es
types of art 28%
Sometim
Yes
DO YOU CHARGE Per finger 21%
52%
FOR NAIL ART? HOW DO YOU CHARGE
Per color 7%
FOR NAIL ART?
YES Flat rate for nail art 5%
22.8% Another way 5%
No
15
%
16 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 16 11/13/12 4:36 PMTempt your clients into pedicure
season with the honey-sweet
aroma of soothing chamomile
and refreshing mint leaf.
chamomile
mint
absolutely invigorating
chamomile mint scrub
Banishes calluses and dry, rough skin
with natural sugar crystals and AHAs.
chamomile mint mask
Ultra-hydrates and soothes
with shea butter extract.
chamomile mint massage
For a silky, sensual spa massage with rich
emollients and antioxidant vitamins.
Also available in
indulgent royal verbena,
refreshing cucumber,
exotic tropical citrus,
tempting lemon tonic, and
enticing papaya pineapple.
Call 800.341.9999 or visit opi.com ©2013 OPI Products Inc.
bb2012-13stats_reprints.indd 17 11/13/12 4:36 PM5 REASONS NAILS ARE “SUDDENLY” IN THE SPOTLIGHT
INDUSTRY STATISTICS
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 Nail professionals who’ve made a career
OPI was an early proponent of the celebrity of dressing the nails of the rich and famous
endorsement, but they’ve really upped the are more in demand than ever. Tom Bachik
ante this year with signing up Nicki Minaj, the used to fly under the radar for his boldface clients, but
Kardashians, Maria Carey, and a group of female now, as L’Oreal’s global nail expert, his name is featured
Olympians. in magazine articles right alongside the rest of the style
team. Celebrity techs like Kimmie Kyees and Lisa Logan
No celebrity this year had more effect on nails than are keeping A-list celebrities’ nails adorned from coast
Michelle Obama, who wowed an international audi- to coast.
ence 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
2 Do-It-Yourself
new visitors to the company’s website. DIY is actually a benefit to the salon. Not
everyone can create their own designs but
Self-proclaimed nail aficionado consumers are inspired by the options
Katy Perry and HelloGiggles available and how easy nail art can be
founder Zooey Deschanel get as much notice for their done with just polish.
nail designs as their dresses on the red carpet. (Did you
see E! Entertainment’s “Mani-Cam” at the fall Emmys?) There’s a new band of “salonistas,” those rabid
salon-lovers who frequent the salon at least
Katie Cazorla, TV’s first nail salon reality star, got picked weekly (compare that to most women, who go
up for a second season. to the salon every few months).
Tennis star Serena Williams got her Drugstore sales of polish and nail products have soared:
manicuring license and Beyoncé opened a polish sales are up 59%, 36% increase in natural nail
cosmetology school with her mother. products, and a 100% increase of top and base coats.
The list of movie-polish tie-ins is long, with OPI again The “mass market” nail care category was augmented
leading the pack: OPI’s Bond Manicure for the new by innovations in application techniques, which could be
James Bond picture “Skyfall” joins collections seen in products such as Sally Hansen Salon Effects and
for “The Hunger Games” (China Glaze), Nails Inc.’s Magnetic Polish.
“Dark Shadows” (Orly), and “Snow White
& the Huntsman” (Deborah Lippmann) for The Lipstick Nail Polish Index: Economy-
marquee stature. watchers 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.
18 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 18 11/13/12 4:36 PMS J S
NEW
DS LUXURIOUS
A captivating coral-red
with a golden glisten.
DS INDULGENCE
A radiant red-violet with
a shimmering, golden finish.
Distinctly different.
Distinctly alluring.
Distinctly you.
Fall is the season to indulge in your favorites… rich leather boots, sumptuous cashmere scarves…
and now the two must-possess colors for nails. DS luxurious and DS indulgence, the newest additions
to OPI’s Designer Series, featuring diamond-dust formulations, are just what you deserve this fall.
NEW NEW
DS luxurious DS indulgence DS magic DS radiance DS mystery DS bold DS classic DS reflection DS opulence DS reserve DS extravagance top coat
SHOWN SHOWN
CONTAINS NO DBP, TOLUENE, OR FORMALDEHYDE • Nail Lacquers feature OPI’s exclusive ProWide™ Brush (Patent pending). • Call 800.341.9999 ©2012 OPI Products Inc.
bb2012-13stats_reprints.indd 19 11/13/12 4:36 PM5 REASONS NAILS ARE “SUDDENLY” IN THE SPOTLIGHT
INDUSTRY STATISTICS
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.
5 Product Innovation
Gel-polish is no trend; it’s now an
industry standard. The products
continue to be refined, the removal
4
methods faster and safer, and the colors
Nail Art infinite. There are now 46 brands of gel-polish. You can
find lights that are UV, LED, combo UV/LED, 1-finger,
There are 2.5 million monthly 2-hand — you name it.
Google searches for the term “nail
art.” Nail art, especially hand-painted As if the glut of gel-polishes weren’t enough to feed the
polish-only designs, has a new reputa- need of “polish-istas,” there are all sorts of other product
tion. It’s no longer for the adventurous extensions that are popularizing nails — mood-changing
client and no longer just for feet. Many clients you and magnetic polish and gels, real lacquer strips,
might have thought of as conservative will now holographic color, caviar nails, and nail appliques, to
proudly wear cute and trendy looks on their nails. name just a few.
CND’s Jan Arnold saw the potential 15 years Beauty magazines pick professional brands
ago to take nail care to fashion’s elite as their “editor’s choice” and favorites.
designers and now nearly every major
nail manufacturer has a Fashion The “world’s most expensive nail
Week presence. polish” containing 267 carats of
black diamonds and costs $250,000.
Sure, it’s a gimmick, but it shows
Actual nail art: Chicago artist Dzine curated an art ex- people are paying attention to nails.
hibit called Nailed (based on his book of the same name).
“Boutique” nail brands carve their own niche. Deborah
Visual artist Pamela Council created a sculpture called Flo Lippmann has always been the darling of beauty
Jo World Record Nails. The sculpture, made of hand- editors, but there are more high-priced, small-volume
painted nail tips, is set on a wood base and is one-one brands than ever, including Butter London, Nars, and
hundredth of the scale size, meaning that each meter is Rescue Beauty.
represented by one centimeter.
20 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 20 11/13/12 4:36 PMAVOJUICE
SWEET TEA
SKIN QUENCHERS
HAND & BODY LOTION
An invigorating blend of red tea and succulent melon.
Bustling with natural moisturizers to juice up your skin!
Silky and “juicy” Avojuice Sweet Tea treats your skin
to a drink of smooth, rich moisturizers, plus smoothing
avocado and aloe extracts – all with the sweet
aroma of red tea and succulent melon.
Call 800.341.9999 or visit opi.com ©2013 OPI Products Inc.
bb2012-13stats_reprints.indd 21 11/13/12 4:36 PMNEIN! NEIN! NEIN! OK FINE!
bb2012-13stats_reprints.indd 22
UNFOR-GRETA-BLY BLUE
MY CHIHUAHUA BITES!
BLACK CHERRY CHUTNEY
SCHNAPPS OUT OF IT!
CHICK FLICK CHERRY
12 NEW GERMANY & CLASSIC SHADES
DEUTSCH YOU WANT ME BABY?
MORE COLORS TO LOVE!
SUZI & THE 7 DÜSSELDORFS
EVERY MONTH IS OKTOBERFEST
11/13/12 4:36 PMTHE DIVAS
6 new shades from the
GERMANY
COLLECTION
GELCOLORS FROM
LEFT TO RIGHT,
TOP TO BOTTOM:
Every Month is Oktoberfest
Suzi & the 7 Düsseldorfs
Deutsch You Want Me Baby?
COZU-MELTED IN THE SUN
Nein! Nein! Nein! OK Fine!
Unfor-greta-bly Blue
Schnapps Out of It!
THE CLASSICS
ROMEO & JOLIET
6 new shades from the
CLASSICS
GELCOLORS FROM
LEFT TO RIGHT,
TOP TO BOTTOM:
Cozu-Melted in the Sun
My Chihuahua Bites!
Chick Flick Cherry
YODEL ME ON MY CELL
Black Cherry Chutney
Romeo & Joliet
Yodel Me on My Cell
©2013 OPI Products Inc. Call 800.341.9999 or visit opi.com
bb2012-13stats_reprints.indd 23 11/13/12 4:36 PMCLIENTS AND CUSTOMER SERVICE
INDUSTRY STATISTICS 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 5 or fewer............15%
DO YOU PERSONALLY HOW DO YOUR CLIENTS PAY FOR THEIR SERVICES?
6-10.......................17%
SERVICE PER WEEK ?
11-15....................... 11%
11% accept
16-20.................... 12%
21-25.................... 13% only cash 16%
accept
26-30....................11% no cash
31-35.......................7%
36-40.....................5%
41-45...................... 2% electronic
credit or personal funds
46-50.....................4% cash debit card check transfer I bill them
More than 50...... 3% 36% 33% 27% 3% 1%
HOW DO YOUR CLIENTS TYPICALLY
MAKE THEIR APPOINTMENTS? WHICH OF THE FOLLOWING DO YOU PRIMARILY
USE FOR BOOKING 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%
Traditional
paper calendar/ Web-based
paper booking booking service
Walk-ins 13% 59% Other
7%
3%
Other (filling in for another tech, for example) 2%
45% of respondents take no walk-ins
Computer software
19% Smartphone app
12%
3% of respondents work exclusively
on standing appointments.
WHAT IS THE DEMOGRAPHIC MAKEUP OF YOUR SALON CLIENTELE?
Men Girls under 20 Women 21-25 Women 26-35 Women 36-45 Women 46+
3% 6% 11% 19% 27% 34%
24 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 24 11/13/12 4:36 PMAVOPLEX
THE SOOTHING SECRET TO WINTER HAND CARE
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.
bb2012-13stats_reprints.indd 25 11/13/12 4:36 PMPRODUCTS—BUYING AND SELLING
NO
Top 5 Top 5
INDUSTRY STATISTICS
best-seller best-seller
Top 5 Top 5 34%
best-seller best-seller
WHAT
PRODUCTS
ARE
YES
66%
RETAILED
IN THE
SALON? cuticle nail
hand lotions polish treatments treatments DO YOU RETAIL PRODUCTS FOR
75% 72% 67% 64% CLIENTS’ AT-HOME USE?
Top 5 WHERE DO YOU SHOP FOR NAIL SUPPLIES?
best-seller Respondents chose the sources they use “regularly.”
professional beauty supply store 89%
top/base files/ skin care online-only distributor 38%
coats buffers products hair care jewelry
54% 48% 43% 38% 29%
at tradeshows 37%
dealer’s catalog 34%
over the phone 31%
direct from the manufacturer 27%
open-to-the-public beauty store 26%
other
makeup/ polish-drying boutique adhesives/ distributor’s sales consultant 20%
cosmetics products items nail glue implements
29% 26% 20% 20% 16%
HOW MUCH DO YOU SPEND
PER MONTH ON NAIL SUPPLIES?
$1 - $50..........................................17%
$51 - $100.................................... 28%
toe rings candles purses clothing vitamins $101 - $200................................. 34%
15% 15% 12% 8% 7%
$201 - $300..................................13%
average spent
$301 - $400....................................3% on supplies
$401 - $500....................................3% per month
More than $500............................2% $180.42
HOW OFTEN DO YOU
SHOP FOR NAIL SUPPLIES?
DO YOU BUY YOUR OWN NAIL SUPPLIES?
Less I provide all my own supplies,
than tools, and equipment. 76%
once a More
than I provide some supplies;
month the salon provides some. 5%
8% Once a Twice a Once a once a No set
month month week week pattern The salon provides all my supplies,
30% 20% 16% 3% 23% except my tools. 10%
The salon provides all supplies,
26 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK
tools, and equipment. 9%
>>>
bb2012-13stats_reprints.indd 26 11/13/12 4:36 PMTITANIUM
The beauty, luster and precision of Titanium!
Extraordinary OPI Titanium Tooling implements are engineered with superior
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.
©2013 OPI Products Inc. Call 800.341.9999 or visit opi.com
bb2012-13stats_reprints.indd 27 11/13/12 4:36 PMNAIL 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?
WHICH OF THE FOLLOWING
STATEMENTS ARE TRUE FOR YOU?
Business phone calls 60% I have my own Facebook page. 73%
My salon has its own Facebook page. 60%
Business text messaging 60%
My salon has its own website. 46%
I have a Twitter account. 25%
Researching companies online 33%
I have my own website. 20%
My salon has its own Twitter account. 11%
Accepting credit card payments 28%
I have a YouTube channel. 7%
I don’t use a smartphone for business My salon has its own FourSquare page. 4%
or I don’t have a smartphone. 29%
I have my own FourSquare page. 4%
Online appointment booking
for the salon 17%
WHAT ARE NAIL TECHS DOING ONLINE?
Other business applications 9%
looking at
researching manufacturers’ using
new products websites Facebook
74% have a smartphone 90% 83% 80%
chatting with
watching nail other nail blogging
Blackberry (or other) related videos technicians about nails
3% 80% 30% 7%
WHAT TECHNOLOGY ARE YOU USING
Andriod FOR APPOINTMENT BOOKING?
24%
WHAT KIND OF
SMARTPHONE
3
DO YOU HAVE?
Apple
73%
computer smartphone web-based
software app booking service
19% 17% 3%
28 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK >>>
bb2012-13stats_reprints.indd 28 11/13/12 4:36 PM7
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
2
handcrafted using the finest materials to deliver
Artist Series 2-Piece Kolinski Gel Brush
Artist Series Kolinski Mini Gel Brush
Artist Series 2-Piece Acrylic Oval Brush
perfection from the first brush stroke to the last. 11/2
Artist Series Oval Gel Brush
Artist Series Flat Gel Brush
Artist Series Acrylic Oval Brush
1
1
/2
ACTUAL SIZE
IN INCHES
Acrylic Oval Brush Artist Series 2-Piece Kolinski Gel Brush Artist Series Flat Gel Brush
Lightweight handle for a comfortable Compact 4 1/2 inches – #4 brush head Perfect for moving quantities of gel for
grip and effortless brush control. ideal for OPI gels. Great for travel. fast nail coverage.
2-Piece Acrylic Oval Brush Artist Series Oval Gel Brush Artist Series Kolinski Mini Gel Brush
Compact 4 1/2 inches – Tapers to a sharp point, excellent for details #2 brush head with a slim handle for
perfect for travel! and clean, crisp smile lines. 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.
©2013 OPI Products Inc. Call 800.341.9999 or visit opi.com
bb2012-13stats_reprints.indd 29 11/13/12 4:36 PMREGIONAL ANALYSIS OF THE NAIL INDUSTRY
INDUSTRY STATISTICS 2012 2012
NAIL TECHS NAIL SALONS
Alabama 2,807 560 Biggest tech-to-salon ratio: 11 to 1
Alaska 565 57
Arizona 8,000 810
Arkansas 2,109 450
California 84,699 7,978
Colorado 6,557 936 WA
Connecticut 2,932 929
MT
Delaware 438 93
Dist. of Columbia 182 100
OR
Florida 29,936 4,233
Georgia 7,597 2,137 ID
Hawaii 1,620 229
Idaho 1,706 244 WY
Illinois 9,829 985
Indiana 4,252 680
Iowa 1,322 445 NV
Kansas 913 437 UT
Kentucky 2,420 455 CO
Louisiana 3,934 982 CA
Maine 1,079 182
Maryland 6,193 1,031
Massachusetts 13,077 1,377
Michigan 13,692 1,607 AZ
NM
Minnesota 3,437 637
Mississippi 1,703 446
Missouri 5,235 941 State with the MOST
Montana 92 164 nail technicians: 84,699
Nebraska 1,056 130
Nevada 6,200 570
New Hampshire 1,055 198
New Jersey 7,855 1,403
AK
New Mexico 1,135 360
New York 16,335 4,128
North Carolina 9,193 1,784 HI
North Dakota 112 69
Ohio 11,824 1100
Oklahoma 700 290
Oregon 11,402 1,200
Pennsylvania 11,782 1,968
Rhode Island 1,239 176
South Carolina 1,870 788 NUMBER OF
South Dakota 33 59 NAIL TECHS IN 2012
Tennessee 5,517 1,085 These salon and nail
Texas 34,795 5,000 tech figures come from less than 1,000
Utah 1,753 341 business directories,
Vermont 201 62 state boards, and industry 1,000- 3,000
estimates. As there is
Virginia 7,383 1,400
no solid data on the 3,000 -8,000
Washington 7,300 1,334
percentage of practicing
West Virginia 567 110
(versus licensed) nail 8,000- 16,000
Wisconsin 1,288 228
techs, NAILS estimates
Wyoming 344 120 more than 16,000
some state figures.
2012 TOTALS 357,265 53,028
2011 TOTALS 355,600 51,244
30 | NAILS MAGAZINE | 2012-2013 THE BIG BOOK
bb2012-13stats_reprints.indd 30 11/13/12 4:36 PMState with the FEWEST
nail technicians: 33 State with the most significant increase
in nail techs: up 10% since 2011
ME
ND
VT
MN NH
NY MA
SD WI
MI CT RI
IA PA
NJ
NE
OH DE
IL IN MD
State with the
WV
KS MO
VA LEAST hours
required for
KY
TN
NC licensing: 0
OK
AR SC
GA
MS AL
State with MOST hours
required for licensing:
TX LA
750 hours
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
2012-2013 THE BIG BOOK | NAILS MAGAZINE | 31
bb2012-13stats_reprints.indd 31 11/13/12 4:36 PMCOLOR AT THE SPEED OF LIGHT
A SERVICE ONLY YOUR SALON CAN DELIVER!
HAND-SENSOR ACTIVATED
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50,000 HOURS OF LED PERFORMANCE
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OPI LEDLIGHT
THE WAVELENGTH OF THE FUTURE
MIRROR-FINISH INTERIOR FOR 15, 30, 45 AND 60-SECOND 32 STRATEGICALLY-PLACED,
EVEN LIGHT DISTRIBUTION MEMORY SETTINGS SILICONE-ENCAPSULATED LEDS
ADJUSTABLE “FEET” FOR
2 EASY-ACCESS POWER PORTS
CONVENIENT PEDICURE USE
©2013 OPI Products Inc.
Call 800.341.9999 or visit opi.com
bb2012-13stats_reprints.indd 32 11/13/12 4:36 PMYou can also read
