Saturday, October 25, 2008

Beauty 08 exhibition, Stockholm

I rented a booth at the show to test or disprove the theory (often heard in Sweden) that nail art isn't popular. Incidentally, Bob's theory is that it's nail art education that isn't popular and that unless a nail tech can show a range of designs skills then the customer doesn't know what's possible or ask for it.

During the three days at the show I created 49 designs, with each person getting nail art on all ten nails. After the first few hours I had to organize an appointment system due to the demand and later we simply had to turn people away. In total, we estimate that we had to turn away between 150 to 200 people during the three days.

The queue seen below was typical. I'm somewhere behind all of this! As you can see we used a flat screen TV hooked up to a video camera to show the progress of each design. Many people would just stop to watch this, even if they didn't want nail art.

The most often heard comments from the customers were that they didn't know such nail art existed, or how difficult it was to find a nail technician who was a trained artist.

So if you hear that nail art isn't popular, simply remember that no-one wanted the iPod until it was shown and demonstrated! It's up to you, the nail tech, to develop your skills and offer your customers a wider choice. You will also have a lot more fun being creative and will also win more respect from your customer as a skilled professional.

Remember that more respect also equals greater loyalty. As we enter a global recession it's even more important for you to differentiate your services from your competitors. While it's unlikely that more than 20% of your customers will want nail art, 100% of them will be interested to see your new designs every month and appreciate that you are developing your skills.

After all, would you prefer to go to a hairdresser or a top hair-stylist?

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