Nails Big Book 2012-13 by Bobit Business Media

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 sp onsso ons ore ore r db byy

bb2012-13stats_reprints.indd 1

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

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%

15%

other services

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

bb2012-13stats_reprints.indd 2

2012-2013 THE BIG BOOK

11/13/12 4:36 PM

PRO PREP 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 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%

41-45.......................................11% 46-50.......................................8%

8-9 years

6-7 years

More than 50........................5%

10+ years 46%

HO W

13%

11%

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........................

Finished graduate school.........

NAILS MAGAZINE

bb2012-13stats_reprints.indd 4

2012-2013 THE BIG BOOK

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%

male

26-30 11% 25 or younger 9%

>>>

11/13/12 4:36 PM

DRIPDRY LACQUER DRYING DROPS

I RAPIDRY QUICK-DRY TOP COAT

1 GET DRY... IN THE SALON

C LA

IC K D R Y T O P

BRAND

I RAP

ER DRY

BLINK OF AN EYE! A New Look from the #1 Salon Brand!

T OA

DRIPD

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 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%

29%

WHICH BEST DESCRIBES YOUR CURRENT EMPLOYMENT SITUATION? Nail technician (booth renter or salon Nail technician (employee) owner doing nails)

Cosmetologist

Student or apprentice

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%

7+ nail techs...........6%

6 |

NAILS MAGAZINE

bb2012-13stats_reprints.indd 6

2012-2013 THE BIG BOOK

>>>

11/13/12 4:36 PM

N TE

ORIG

I NA

1 SALON

I SENSITIV

BRAND

BRITTLE Y&

I M AI

T AT IM

IN G

I SOFT &

NAIL ENVY NATURAL NAIL STRENGTHENERS

GET NAILS TO ENVY!

A New Look from the #1 Salon Brand!

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.

DO YOU HAVE MEDICAL INSURANCE?

YES

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

Covered by a work policy at another job

Covered by the salon policy

Covered on parents’ policy

Other kinds of coverage

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%

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

bb2012-13stats_reprints.indd 8

2012-2013 THE BIG BOOK

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.

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.

bb2012-13stats_reprints.indd 9

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 oneâ&#x20AC;&#x2122;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

bb2012-13stats_reprints.indd 10

2012-2013 THE BIG BOOK

counted toward my salary/bonus10% service/product discount 10% points system/awards 6% rental rebate 2% >>>

11/13/12 4:36 PM

CHIP

1 SALON N

I ST

A New Look from the #1 Salon Brand!

EVENTOR

T T,

BRAND

T, NAIL COA ST

GET MANICURES THAT GO THE DISTANCE! H

CHIPSKIP CHIP PREVENTOR START TO FINISH BASE COAT, TOP COAT & NAIL STRENGTHENER

FINI

SH BASE

bb2012-13stats_reprints.indd 11

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 i r ith ov t ac ryl e e s c 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

bb2012-13stats_reprints.indd 12

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?

2012-2013 THE BIG BOOK

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

>>> 2012-2013 THE BIG BOOK

bb2012-13stats_reprints.indd 13

NAILS MAGAZINE

| 13 11/13/12 4:36 PM

I NAI L

1 SALON #

RY D

I RA

PIDR

DR I

P bb2012-13stats_reprints.indd 14

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

CHIPSKIP CHIP PREVENTOR

DRIPDRY LACQUER DRYING DROPS

START TO FINISH BASE COAT, TOP COAT & NAIL STRENGTHENER

bb2012-13stats_reprints.indd 15

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

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?

22.8%

NAILS MAGAZINE

bb2012-13stats_reprints.indd 16

Flat rate for nail art 5% Another way 5%

15 %

16 |

Per color 7%

2012-2013 THE BIG BOOK

>>>

11/13/12 4:36 PM

Tempt 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 ÂŠ2013 OPI Products Inc.

bb2012-13stats_reprints.indd 17

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

bb2012-13stats_reprints.indd 18

2012-2013 THE BIG BOOK

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.

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

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

DS luxurious DS indulgence SHOWN SHOWN

DS magic

DS radiance

DS mystery

DS bold

DS classic

DS reﬂection

DS opulence

DS reserve DS extravagance

top coat

bb2012-13stats_reprints.indd 19

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.

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

bb2012-13stats_reprints.indd 20

2012-2013 THE BIG BOOK

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

AVOJUICE 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.

bb2012-13stats_reprints.indd 21

11/13/12 4:36 PM

MORE COLORS TO LOVE!

12 NEW GERMANY & CLASSIC SHADES

bb2012-13stats_reprints.indd 22

11/13/12 4:36 PM

SCHNAPPS OUT OF IT!

BLACK CHERRY CHUTNEY

EVERY MONTH IS OKTOBERFEST

SUZI & THE 7 DÜSSELDORFS

DEUTSCH YOU WANT ME BABY?

CHICK FLICK CHERRY

MY CHIHUAHUA BITES!

UNFOR-GRETA-BLY BLUE

NEIN! NEIN! NEIN! OK FINE!

THE DIVAS

6 new shades from the

GERMANY COLLECTION

COZU-MELTED IN THE SUN

GELCOLORS FROM LEFT TO RIGHT, TOP TO BOTTOM: Every Month is Oktoberfest Suzi & the 7 Düsseldorfs Deutsch You Want Me Baby? Nein! Nein! Nein! OK Fine! Unfor-greta-bly Blue Schnapps Out of It!

ROMEO & JOLIET

THE CLASSICS

6 new shades from the

YODEL ME ON MY CELL

CLASSICS GELCOLORS FROM LEFT TO RIGHT, TOP TO BOTTOM: Cozu-Melted in the Sun My Chihuahua Bites! Chick Flick Cherry Black Cherry Chutney Romeo & Joliet Yodel Me on My Cell

bb2012-13stats_reprints.indd 23

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

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%

Other

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

24 |

Girls under 20 Women 21-25 Women 26-35 Women 36-45 Women 46+

NAILS MAGAZINE

bb2012-13stats_reprints.indd 24

11%

2012-2013 THE BIG BOOK

19%

27%

34%

>>>

11/13/12 4:36 PM

AVOPLEX

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!*

bb2012-13stats_reprints.indd 25

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

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%

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

bb2012-13stats_reprints.indd 26

Twice a month 20%

Once a week 16%

More than once a week 3%

2012-2013 THE BIG BOOK

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

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.

bb2012-13stats_reprints.indd 27

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.

My salon has its own FourSquare page.

I have my own FourSquare page.

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

bb2012-13stats_reprints.indd 28

2012-2013 THE BIG BOOK

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

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.

bb2012-13stats_reprints.indd 29

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

bb2012-13stats_reprints.indd 30

2012 NAIL SALONS

Biggest tech-to-salon ratio: 11 to 1

WA MT OR ID WY

NV UT CO CA

State with the MOST nail technicians: 84,699

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

2012-2013 THE BIG BOOK

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

MI PA

IA OH

MD WV

KY NC TN

NE IL

State with the LEAST hours required for licensing: 0

OK SC

MS TX

State with MOST hours required for licensing: 750 hours

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

bb2012-13stats_reprints.indd 31

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

bb2012-13stats_reprints.indd 32

11/13/12 4:36 PM