ALL NEW - NAILS Magazine

INDUSTRY STATISTICS
2011-2012
ALL NEW
SPONSORED BY
Get a Light!
Everyone’s Doing Gels
SERVICE INCOME
NOW $7.3 BILLION
Service Prices Up
in EVERY Category
sp
ponso
on
nso
sore
ore
red
d byy
74% OF NAIL TECHS
USE A SMARTPHONE
bb2011-12tab.indd 1
2/7/12 10:49 AM
INDUSTRY STATISTICS
Industry OUTLOOK
Remember several years back when the planet
formerly known as Pluto got downgraded from
the Solar System? Scientists had discovered
characteristics of Pluto that showed it was
different than the other planets — and different
from how they’d looked at it previously — so
they reclassified Pluto as a “dwarf planet.” As
I was working on these statistics, I was thinking
about Pluto, because we’ve discovered
characteristics of the nail business that cause
us to look at it differently.
For instance, we felt that the method we
used to calculate market size was too narrow.
We used to benchmark four key service
categories: manicures, pedicures, acrylic full
sets, and acrylic fills. Those were the four
planets in our Solar System that defined our
industry and they’d been the basis for 15 years’
worth of data collection. But how could we not
include gels? And nail art? I guess my Pluto
analogy is actually backwards: We haven’t
dropped any planets in our Solar System;
we’ve added new ones.
So this year, we expanded our review of all
service categories to include gels, nail art, and
we broke pedicures and manicures into two
categories: deluxe and basic. And for the first
time, we have data to answer some of the
most frequent questions our editors get about
how many of each service is done in nail
salons.
Enjoy this year’s Big Book. And we hope you
will use it.
— Cyndy Drummey
NAIL SALON SERVICES
(figures represent % of weekly salon services)
acrylics
gels (all types)
all
manicures
SPONSORED BY
2007
2008
2009
other
2012 projection of
nail market size:
$7.3
billion
(includes all
money spent
in the salon on
the services in
the chart at the
top right)
6.2
2010
2011
Unless indicated, most of the data in this year’s Big Book was derived from a readership study done
by NAILS in October 2011. We had 1,471 respondents and we’ve used their responses to project
these figures. We maintain proprietary methods to calculate market size, service income, and
ethnic breakdown. We welcome the opportunity to talk to our readership about these statistics in
greater detail. We have more data than we can print, so please call us if you need something you
don’t find here. Also, if you’d like to browse our statistical archive, go online at www.nailsmag.
com/market-research.
2 |
bb2011-12tab.indd 2
NAILS MAGAZINE
|
gels (all types)
25.9%
9.8%
8.2%
wraps/other
extensions
UV/gel
top coat
Amounts shown in billions
5.4
17.9%
(figures show which gel services make up
all gel services done in the salon)
$
6.0
acrylics
GEL SERVICES
6.6
$
21.3%
other
nail art
$
6.3
all pedicures
wraps/other extensions 1.5%
(this chart compares four
salon services only)
$
15.4%
nail art
all
pedicures
5-YEAR market
size comparison
$
all manicures
brush-on gels
gel
toenails
soak-off
gels
hard/
traditional
gels
colored
gels
brush-on gels
24.6%
hard/traditional gels
23.9%
UV/gel top coat
18.3%
soak-off gels
15.3%
colored gels
10.6%
gel toenails
7.3%
THANK YOU TO OPI,
whose continued support of the
Big Book statistics section enables
this expanded market report.
George Schaeffer and Suzi WeissFischmann are big supporters of
this special issue and have great
regard for research-based decisions.
2011-2012 THE BIG BOOK
2/7/12 10:49 AM
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Shatter by OPI is also available in black,
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Call 800.341.9999 ©2011 OPI Products Inc.
bb2011-12stats.indd 3
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Nail Tech DEMOGRAPHICS
%
3
%
97
WHERE DO
YOU LIVE?
New England/Mid-Atlantic
18.6%
North Central
19.6%
South Atlantic
20.7%
South Central
15.9%
Mountain
7.3%
Pacific Coast
15.6%
International
2.3%
GENDER:
male
female
which title best
DESCRIBES YOUR POSITION?
ETHNICITY
One of the most fascinating aspects of the
professional nail industry is its ethnic diversity,
especially the dominance of Vietnamese
salons. To see statistics on the Vietnamese
nail industry, including stories about how the
Vietnamese became such powerful players,
go to www.nailsmag.com/vietstats.
Vietnamese
45%
Caucasian
33%
Hispanic
10%
African-American
Nail technician/booth renter
23.0%
Nail technician/employee
14.9%
Salon owner (doing nails)
30.1%
Salon owner (not doing nails)
3.6%
Salon manager/nail dept.
manager (doing nails)
6.1%
Salon manager/nail dept.
manager (not doing nails)
1.4%
Student/apprentice
6.3%
Cosmetologist
7.3%
Other
7.3%
HOW OLD ARE YOU?
Over 50
Korean
2%
Other
1%
NAILS MAGAZINE
bb2011-12stats.indd 4
|
26-30
9%
31-35
46-50
4 |
25 or
younger
2011-2012 THE BIG BOOK
41-45
36-40
25 or younger 7.9%
26-30
10.8%
31-35
16.6%
36-40
18.3%
41-45
12.7%
46-50
14.5%
Over 50
19.2%
>>>
2/7/12 10:16 AM
7
61/2
6
51/2
5
41/2
4
31/2
3
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©2012 OPI Products Inc. Call 800.341.9999 or visit opi.com
bb2011-12stats.indd 5
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Nail Tech DEMOGRAPHICS
what is the HIGHEST LEVEL OF
SCHOOL you have completed?
Some high school
ARE YOU INSURED?*
I have medical insurance through my spouse’s policy. 38.3%
I have my own insurance policy,
not through work or a spouse.
3.8%
21.1%
Finished high school
27.5%
I do not currently have medical insurance.
Some college/AA degree
41.7%
I have insurance coverage through the salon
that I pay for personally.
6.2%
Finished college
17.2%
I am covered by Medicaid, based on my income.
4.9%
20.9%
Some graduate school
3.6%
I am covered by Medicare, based on my age.
3.7%
Finished graduate school
6.2%
I have insurance coverage through the
salon that the salon pays for.
2.5%
Other
2.4%
*2010-2011 Big Book
how long have you
been DOING NAILS?
One year or less
15.4%
2-3 years
15.7%
4-5 years
9.4%
6-7 years
6.2%
8-9 years
6.2%
10+ years
47.1%
HOME LIFE
Married with kids
6 |
NAILS MAGAZINE
bb2011-12stats.indd 6
|
51.5%
Unmarried with kids
16.8%
Married with no kids
13.6%
Unmarried with no kids
18.1%
2011-2012 THE BIG BOOK
>>>
>>>
2/7/12 10:16 AM
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©2011 OPI Products Inc. Call 800.341.9999 or visit opi.com
bb2011-12stats.indd 7
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Salon ENVIRONMENT
BOOTH RENTAL
of booth
renters pay
their rent
monthly
of booth
renters pay
their rent
weekly
Average booth rental
for weekly renters
how many nail technicians
Average booth rental
for monthly renters
$110/week
$410/month
WORK IN YOUR SALON?
Overall booth rental average
$445/month
Just me
52.0%
2 techs
17.4%
3 techs
10.5%
4 techs
5.6%
5 techs
4.6%
6 techs
3.1%
7+ techs
6.8%
Do you carry
PROFESSIONAL
LIABILITY
INSURANCE
for yourself or
your salon?*
*2010-2011 Big Book
How would you
DESCRIBE YOUR
SALON?
Nails-only salon
54.8%
Full-service salon
28.0%
Day spa
3.5%
Home-based salon
3.3%
Mobile salon/spa
0.8%
does your salon have a
DRESS CODE OR REQUIRE
A UNIFORM?
if you do have a SALON
DRESS CODE, what is it?
business casual/professional/
common-sense dress code
26.8%
salon-branded top or
salon uniform/smock/apron
23.6%
black & white or black &
an accent color
20.7%
all black
13.0%
scrubs
5.5%
white lab coat or jacket
3.7%
“trendy/stylish” attire
2.9%
all white or white & accent color
(but not black)
2.3%
nice jeans
1.3%
of salons that DO HAVE
dress codes:
4.6%
1.2%
Resort/hotel/
destination spa/salon 0.3%
Other/no answer
8 |
NAILS MAGAZINE
bb2011-12stats.indd 8
9.3%
|
2011-2012 THE BIG BOOK
9.2%
have a dress code that allows
either a daily color scheme
change or more casual attire on
weekends.
specifically prohibit one of these
items: open-toe shoes, flipflops, shorts, sweats, midriffs,
sneakers, or cleavage-revealing
attire.
specifically prohibit nail techs
from wearing jeans.
>>>
2/7/12 10:16 AM
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bb2011-12stats.indd 9
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Nail Tech INCOME
which best describes your
COMPENSATION SYSTEM?
I am a booth renter, I pay rent
to the salon and I keep all
my service fees.
25.0%
I own the salon, but I also
do nails and keep what I make
from services I personally do.
21.5%
I own the salon and pay
myself a salary.
16.5%
I am an employee and I
receive just a percentage of
my service fees (no salary).
9.9%
I am an employee and I
receive a salary.
4.7%
I am an employee and I receive
a salary plus a percentage of
my service fees.
3.0%
I am a booth renter, and I pay a
percentage of service fees
to the salon as rent.
2.5%
I am an employee and my
compensation is based on the
number of clients I serve (for example,
I receive a higher commission
if I bring in more clients).
Other
2.4%
14.5%
Average weekly income
for nail techs (all titles)
$150 or less
16.8%
$151-$250
13.8%
$251-$350
10.3%
$351-$450
11.2%
$451-$550
11.2%
$551-$650
10.8%
$651-$750
7.6%
More than $750
18.5%
SERVICE PRICES
INDUSTRY AVERAGE*
2011
2010
Basic manicure
$19.76
$18.79
Deluxe manicure
$28.89
$27.12
Basic pedicure
$32.24
$30.99
Deluxe pedicure
$44.70
$42.66
Full set acrylics (sculpt)
$46.28
$45.06
Full set acrylics (tips)
$41.52
$40.78
Gels (full set)
$49.93
$48.66
Colored acrylics (full set)
$48.35
$47.06
Pink-and-white acrylics (full set)
$47.74
$47.38
Acrylic fill
$26.99
$25.87
Gel fill
$31.73
$29.93
Gel toenails (full set) †
$36.63
$37.03
Acrylic toenails (full set) ††
$35.87
n/a
Soak-off gel application
$31.74
$28.68
*These prces do not reflect Vietnamese salon service pricing.
† For techs who charge per toe, the average is $7.40/toe.
†† For techs who charge per toe, the average is $5.96/toe.
on average, how many HOURS
DO YOU WORK EACH WEEK?
10 or fewer
12.6%
11-20
11.7%
21-30
19.5%
31-40
29.2%
41-50
19.8%
More than 50
10 |
NAILS MAGAZINE
bb2011-12stats.indd 10
|
2011-2012 THE BIG BOOK
7.2%
>>>
2/7/12 10:16 AM
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Top Coat
Ridge Filler
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Flaw camouflage
Natural Nail
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Strength to endure
Call 800-341-9999 or visit www.opi.com ©2011 OPI Products Inc.
bb2011-12stats.indd 11
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Salon SERVICES
what SERVICES are OFFERED IN YOUR SALON?
%
44
Manicures
97%
Polish changes
95%
Pedicures
93%
Nail art
89%
Brush-on gel-polish
79%
Specialty manicures
74%
Specialty pedicures
74%
Paraffin dips
72%
Pink-and-white acrylics
71%
Full set acrylics (tip-with-overlay)
70%
Gels
68%
Full set acrylics (sculpt)
67%
UV-top coat service or gel overlay
(as an additional service)
67%
Colored acrylics
59%
what SERVICES have you
Soak-off gels
58%
ADDED THIS YEAR?
Waxing (hair removal)
58%
Eyebrow shaping
55%
specialty spa manis and pedis*
7.8%
Gel toenails
52%
new nail art techniques
4.8%
Colored gels
53%
traditional gels (including colored gels)
4.8%
Acrylic toenails
51%
gel polish on toes
3.9%
Makeup application
34%
Minx-type/press-on nail art
3.9%
Massage
33%
facials/skin care services
2.4%
Wraps (silk or linen)
31%
eyelash extensions/coloring/perming
2.2%
Eyebrow tinting
30%
rock star toes/glitter toes
2.0%
Full-coverage nail art coatings (like Minx)
28%
waxing
1.5%
Wraps (fiberglass)
28%
spray tanning
1.5%
Reflexology
27%
hair extensions/feathers
1.5%
Eyelash extensions
26%
paraffin
1.3%
Eyelash tinting
25%
permanent cosmetics
1.1%
glitter tattoos
1.1%
Powder-and-glue extensions
(acrylic “dip” services)
16%
eyebrow shaping/tweezing/threading
0.9%
Body wraps
16%
makeup application
(including airbrush makeup)
0.9%
Microdermabrasion treatments
(for hands and feet)
12%
massage
0.7%
Airbrush tanning
12%
foot detox
0.7%
reflexology
0.4%
other
3.0%
Tanning
8%
Permanent makeup
6%
Non-waxing hair removal
(electrolysis, for example)
5%
12 |
NAILS MAGAZINE
bb2011-12stats.indd 12
|
%
increase
since
2010
61%
have added a
new service.
15%
have discontinued
a service.
have you
ADDED
ANY
NEW
SERVICES
this year?
31%
soak-off gels or brush on gel-polish
13%
42%
53.7%
*Specific new specialty mani/pedi services included vegan
mani/pedis, waterless manicures, hot stone mani/pedis.
2011-2012 THE BIG BOOK
2/7/12 10:16 AM
Salon TRENDS
2012
TREND WATCH
PRESCRIPTIVE GEL SERVICES ARE THE
NEXT STEP.
1
With the advancement in technology of all things gels, we’re seeing
nail techs take a more “prescriptive” approach to gel services. Now
you’ve got traditional hard gels, soak-off gels (in builder/base
and colors), gel top coats, hybrid gel-polishes, and pure gel color
in bottles to choose from. If she just needs extension or strength,
suggest a traditional hard gel. She might just want longer-lasting
color, then gel-polish might be what she needs. Understanding the
differences in your gel options is key to growing your gel business.
PRACTICALLY ANYTHING GOES —
ON YOUR NAILS.
2
We’ve officially entered a realm where the trend is the fact that
there is no trend. You could have one client who is a sworn
“classic” nail girl and wears only pale pinks and the next hour you’ll
see that client who looks to Katy Perry and Lady Gaga for her
nail inspiration. You thought blues weren’t popular as a fingernail
color? Les Jeans de Chanel denim-inspired polish collection sold
out before many fashionistas could get their hands on it. More
women (and men) are realizing that nails are a great place to make
a temporary (and often inexpensive) fashion statement.
THE PRICE DIFFERENTIAL IS NARROWING.
3
We’ve seen a steady closing of the gap in the price difference
between Vietnamese and non-Vietnamese salons. Vietnamese
salons, on average, charged about 60% of the price of a nonVietnamese salon. Today it’s closer to 75%, as more Vietnamese
salons offer high-end manicure and pedicure options and gel-polish
services, and generally have raised their prices across the board.
TAKE A CUE FROM THE AIRLINE INDUSTRY.
4
In these times of economic sluggishness, it might actually be smart
to keep your base prices the same and charge for the little extras.
Similar to how the airlines now charge for checked bags and extra
leg-room, salons can charge for longer massage, a heel treatment
during a pedicure, or custom nail art. From the business side of
things, we even saw a few salon owners charging their booth
renters a separate fee for pedi-spa use.
SOCIAL MARKETING IS KING.
5
From Facebook and Twitter, to YouTube and Yelp, to Groupon and
Living Social, salons have harnessed scial media with a vengeance.
It’s now common for salons to have Facebook or Twitter accounts
to connect directly and immediately to clients and potential
clients. Your clients can help you market your salon by “liking” it on
Facebook or by “checking in” on FourSquare. When their friends
see your salon name pop up on their pages, it works just like your
favorite old-school marketing method — word of mouth.
— Hannah Lee
>>>
2011-2012 THE BIG BOOK
bb2011-12stats.indd 13
|
NAILS MAGAZINE
| 13
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Client DEMOGRAPHICS
WHICH DAYS ARE YOU
open and/or open late?
If they’re
If they’re
open,
open, it’s
they’re
their busiest
open late.
day.
Open
Sunday
19.2%
23.4%
19.1%
Monday
52.4%
41.5%
9.1%
Tuesday
74.9%
55.5%
12.1%
Wednesday
75.6%
56.6%
18.0%
Thursday
71.8%
76.0%
51.5%
Friday
76.4%
46.4%
46.9%
Saturday
73.8%
25.6%
47.6%
5.2
average
clients
per day
on average, HOW
MANY CLIENTS DO
YOU SEE per day?
More than 8 clients/day
13.6%
8 clients/day
8.5%
7 clients/day
7.4%
6 clients/day
14.9%
5 clients/day
16.7%
4 clients/day
11.6%
1-3 clients/day
27.3%
which of the following do you use
for BOOKING APPOINTMENTS?
WHO ARE YOUR CLIENTS?
Girls under 20
7.4%
Women 21-25
12.4%
Women 26-35
19.5%
Women 36-45
28.0%
Women 46+
29.2%
Men
3.5%
5.2%of salons have a
clientele that is
%
made up of 90 or
more in just one of these
Paper calendar/paper booking
61.0%
Computer software
21.0%
Smartphone app
10.2%
Online booking
4.2%
None of the above
3.8%
Respondents chose all that applied.
what percentage of your
business is APPOINTMENTS
VS. WALK-INS?
Regular appointments (clients who
schedule their appointments
one by one)
Standing appointments (clients who
come in every other Tuesday
at 9, for example)
38.4%
Walk-ins
13.1%
Other (filling in for another
tech, for example)
2.3%
3%
demographic categories.
2%
14 |
NAILS MAGAZINE
bb2011-12stats.indd 14
|
39%
2011-2012 THE BIG BOOK
46.2%
of respondents work exclusively on
standing appointments.
take walk-ins exclusively.
take no walk-ins.
>>>
2/7/12 10:16 AM
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Call 800.341.9999 or visit www.opi.com
©2012 OPI Products Inc.
bb2011-12stats.indd 15
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Salon MARKETING
TOP 5
WHERE DO
YOU
ADVERTISE
YOUR
BUSINESS?
I HAVE
THIS IS
ADVERTISED ONE OF MY
THIS WAY
3 MOST
WITHIN PAST SUCCESSFUL
12 MONTHS.
METHODS.
Client referral system
74.6%
51.2%
Facebook page
66.6%
27.9%
Local newspaper
30.9%
6.8%
Sponsor charity events
29.5%
5.2%
The salon has its own website
47.7%
16.5%
Yellow Pages (printed)
22.2%
4.0%
Local or city magazines
19.4%
4.1%
Other online directories
(including salon finder sites)
27.4%
7.2%
Direct mail to local area residents
17.3%
4.7%
High school or other school papers
17.2%
2.6%
Cooperative advertising with
other local businesses
15.1%
2.9%
Twitter page
13.1%
2.5%
Door hangers or windshield fliers
9.5%
2.2%
Daily deal sites like Groupon
or Living Social
11.1%
4.5%
Radio
10.4%
1.9%
5.1%
0.5%
Online Yellow Pages
18.5%
3.4%
Local TV
3.6%
1.2%
FourSquare account
3.5%
0.3%
Billboards or bus benches
3.2%
0.7%
Sponsor local sports teams
16 |
NAILS MAGAZINE
bb2011-12stats.indd 16
|
2011-2012 THE BIG BOOK
most effective marketing
methods for nail salons
Percentage refers to the number who say it’s one of
their three most successful methods of advertising.
%
51
%
28
word of
mouth/client
referral
system
Facebook and
other social
networking tools
17%
salon
websites
7%
online
directories
7%
newspapers
>>>
2/7/12 10:16 AM
OPI Disinfectable Foot File
with Disposable Grit Strips
Because every foot deserves a fresh start.
A convenient, economical way to offer pedicure services with the highest level of
sanitation – OPI Disinfectable Foot File with Disposable Grit Strips, so that each
client gets a fresh strip.
• Disposable strips available in 80-grit
(quickly reduces calluses) and 120-grit
(buffs skin to a smooth finish) abrasives.
• Easy to use! Paddle features a larger
working surface for faster callus removal.
Peel-off disposable
strip for maximum
sanitation.
Call 800.341.9999 or visit www.opi.com
©2011 OPI Products Inc.
120-Grit
Refill Pack
bb2011-12stats.indd 17
80-Grit
Refill Pack
5-pc. Display
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Tech-savvy TECHS
Do you
have a
SMARTPHONE?
yes
73.9%
[57.5
%
ARE YOU ONLINE?
I have my own Facebook page.
80.7%
My salon has its own Facebook page.
60.9%
My salon has its own website.
52.0%
I encourage clients to “check-in” to
the salon on FourSquare or Facebook.
24.5%
I have a Twitter account.
21.0%
I have my own website.
16.3%
My salon is on Yelp.
13.4%
My salon has its own Twitter account.
8.7%
I have a nail-related blog.
6.6%
I have a YouTube page.
5.7%
My salon has its own FourSquare page.
3.5%
I have my own FourSquare page.
3.1%
(2011)
]
(2010)
what kind of
smartphone device
DO YOU USE?
iPhone
32.0%
Android phone
30.5%
Blackberry
12.4%
I have an iPad or other tablet.
11.4%
Other
5.7%
Don’t use
22.1%
Respondents chose all that applied.
87%
of nail techs under 25
have a smartphone.
64% of nail techs over 45 do.
what BUSINESS APPLICATIONS
CATIONS
do you use your smartphone
phone for?
of nail techs
between ages
26-30 have
a Facebook
page.
Business phone calls
86.9%
Business text messaging
82.4%
Researching companies online
40.1%
lon
Online appointment booking for the salon
26.8%
Accepting credit card payments
17.5%
Other business applications*
of
those
over 45
do.
18 |
NAILS MAGAZINE
bb2011-12stats.indd 18
|
7.1%
*Other applications included banking, managing
anaging the salon
website, managing Facebook accounts,
ts, reading e-mail,
reading blogs, watching videos,
s, checking e-mail.
2011-2012 THE BIG BOOK
2/7/12 10:16 AM
how much time
per day do you
SPEND ONLINE
related to NAILS?
HOW DO YOU DO BUSINESS ONLINE?
We asked techs which of the following
statements were TRUE for themselves.
I access the Internet to learn more about new products.
90.0%
I access the Internet to look at different product
manufacturer websites.
83.1%
I access the Internet to do research on the nail business.
80.6%
I look at nail-related videos online.
79.9%
E-mail is a good way to reach me.
72.7%
I use a computer to handle some business functions.
66.6%
I’m interested in receiving information about
nail products via e-mail.
less than one hour
14.8%
1 hour
37.3%
1½ hours
7.6%
2 hours
57.1%
24.1%
2½ hours
1.8%
3 hours
6.9%
3½ hours
1.1%
4 hours
2.1%
I subscribe to various nail-related e-mail newsletters.
56.0%
4½ hours
0.2%
I go online to chat with other nail technicians.
29.9%
5 hours
2.4%
more than 5 hours
1.7%
1.66
WHAT’S
AGE got to
do with it?
average
hours per day
spent online
We looked at web and smartphone usage across age ranges, and although
there were areas where tech-savviness tracked closely to age, age is not always
a factor. More under-30 nail techs have a Facebook page than those over 45,
but most nail techs, regardless of age, use a computer in their business.
WHICH IS TRUE FOR YOU?
I have my own website.
My salon has its own website.
I have my own Facebook page.
My salon has its own Facebook page.
My salon has its own Four Square page.
I have a Twitter account.
My salon is on Yelp.
WHICH IS TRUE FOR YOU?
I use a computer to handle some business functions.
I access the Internet to learn more about new products.
I access the Internet to look at different product
manufacturers’ websites.
I look at nail-related videos online.
under 30
16%
55%
87%
67%
21%
12%
31%
31-35
17%
51%
87%
58%
26%
12%
27%
36-40
16%
49%
83%
67%
25%
7%
23%
41-45
19%
48%
80%
67%
30%
10%
24%
46+
15%
55%
70%
53%
11%
5%
21%
71%
89%
70%
89%
67%
90%
66%
93%
64%
89%
85%
91%
86%
80%
82%
81%
83%
84%
81%
73%
40%
39%
13%
10%
36%
35%
16%
9%
37%
30%
16%
12%
34%
25%
18%
16%
22%
25%
36%
12%
WHICH OF THE FOLLOWING SMARTPHONES
DO YOU PERSONALLY USE?
iPhone
Android phone
I don’t use a smartphone
I have an iPad or other tablet.
2011-2012 THE BIG BOOK
bb2011-12stats.indd 19
|
>>>
NAILS MAGAZINE
| 19
2/7/12 10:16 AM
Buying HABITS
INDUSTRY
STATISTICS
association
directory
Do you PURCHASE your
OWN NAIL PRODUCTS?
Yes, I provide all my own supplies,
including tools and equipment.
70.4%
I provide some supplies, the
salon provides some supplies.
6.5%
The salon provides all my
supplies, except my tools.
11.6%
The salon provides all supplies,
including tools and equipment.
11.5%
WHERE DO YOU SHOP for nail supplies?
I shop in a professional beauty supply store.
89.4%
I order from an online-only distributor.
38.1%
I buy products at tradeshows.
36.5%
I order online from my dealer’s catalog.
33.8%
purchase supplies?
I order over the phone from my dealer’s
catalog or deal sheets.
31.1%
I buy direct from the manufacturer.
27.2%
I shop in an open-to-the-public beauty store.
26.2%
A distributor’s sales consultant comes to the
salon and takes my order.
20.1%
For some items, I buy from non-traditional places
that don’t carry traditional professional nail supplies. 16.2%
I shop at the drugstore or other general store.
2.5%
Other
3.1%
Respondents chose the sources they use “regularly.”
NAILS MAGAZINE
bb2011-12stats.indd 20
|
2010
2011
Less than once a month
9.1%
11.7%
Once a month
26.0% 25.3%
Twice a month
21.3% 24.6%
Once a week
15.9% 13.0%
More than once a week
No set pattern
2.2%
2.1%
25.5% 23.3%
10.2%
I shop from a mobile or van dealer
who comes to my salon.
20 |
HOW OFTEN do you
HOW MUCH DO YOU SPEND
per month on nail supplies?
$100 or less per month
43.2%
$101-$200 per month
29.4%
$201-$300 per month
14.7%
$301-$400 per month
5.5%
$401-$500 per month
2.3%
More than $500 per month
4.9%
2011-2012 THE BIG BOOK
2/7/12 10:16 AM
HOW
CAN
A DRIP
DRY?
bb2011-12stats.indd 21
Easily!
Drip Dry dries nails to the touch in one minute,
completely in five, with just 1 to 2 drops.
Any other questions?
LACQUER DRYING DROPS
Call 800.341.9999 or visit www.opi.com
©2012 OPI Products Inc.
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Buying HABITS
which of the following pieces of SALON
EQUIPMENT do you have in your salon?*
87% of nail techs
have UV LIGHTS
IN THE SALON.*
1 light
36.8%
2 lights
31.6%
3 lights
11.6%
4 lights
10.8%
5+ lights
UV light (for curing gels)
87.2%
electric file
76.1%
paraffin unit
73.8%
pedicure spa (“throne” type)
50.0%
local area exhaust system (for ventilation)
39.3%
professional towel warmer
37.9%
air purifier
37.8%
vented manicure table
29.3%
high-level sterilizing equipment (not autoclave) 28.9%
9.1%
autoclave
18.9%
airbrush (for nails)
18.6%
airbrush tanning equipment
11.8%
tanning bed
9.0%
microdermabrasion equipment
(for hands and feet)
8.9%
how ENVIRONMENTALLY
CONSCIOUS is your salon?*
50% of nail techs
have PEDICURE SPAS
IN THE SALON.*
I’m more aware of potentially dangerous chemicals in my products.
93.6%
1 pedi spa
Being environmentally conscious is important to me.
93.1%
We dispose of our unused products in an
environmentally correct fashion.
83.4%
We use low-energy lightbulbs at this salon.
69.2%
I believe my environmental consciousness is
important to my clients.
68.0%
I have instituted some ‘green’ or ‘sustainable’
business practices in my salon.
65.2%
We have reduced our water consumption at this salon.
65.1%
We recycle at this salon.
63.9%
Being environmentally conscious is VERY important to me.
58.4%
When I can, I choose ‘organic’ or ‘natural’ products.
56.5%
I choose my salon products — at least in part — based on
the manufacturer’s commitment to environmental issues.
45.6%
I haven’t given much thought to the ‘green movement.’
28.7%
I think the ‘green business movement’ is a fad.
19.3%
44.3%
2 pedi spas
29.1%
3 pedi spas
9.5%
4 pedi spas
8.8%
5 to 10 pedi spas
7.4%
more than 10 pedi spas
0.9%
22 |
NAILS MAGAZINE
bb2011-12stats.indd 22
|
2011-2012 THE BIG BOOK
*2010-2011 Big Book
2/7/12 10:16 AM
getandkeep
NAILS to ENVY
maintenance
NAIL ENVY
Just the right balance
of strengthening and
protective ingredients
to keep nails in great
condition. Once your
chosen Nail Envy formula
has done its job,
switch to Nail Envy
Maintenance Formula
to maintain results.
original
NAIL ENVY
Maximum strength
formula with Hydrolyzed
Protein and Calcium
helps nails grow harder,
longer, and stronger,
and resist peeling,
cracking, and splitting.
soft&thin
NAIL ENVY
Strengthening
formula fortifies soft,
thin nails with extra
calcium.
matte
NAIL ENVY
Same strengthening
benefits as Original
Nail Envy, but with
a natural-looking
matte finish.
sensitive&peeling
NAIL ENVY
Formaldehyde-free
formula protects against
peeling with antioxidant
vitamin E, kukui nut
oil, and aloe vera to
soothe sensitive nails.
dry&brittle
NAIL ENVY
Moisturizing formula helps
maintain flexibility and
protects with antioxidant
vitamins E & C.
Call 800.341.9999 or visit www.opi.com
©2012 OPI Products Inc.
bb2011-12stats.indd 23
2/7/12 10:16 AM
Salon RETAIL
INDUSTRY
STATISTICS
association
directory
OP 10
BEST-SELLING RETAIL PRODUCTS FOR NAIL SALONS
1
2
3
4
7
6
5
8
9
10
%
71
Nail polish
Top/base coats
Hand lotion
Cuticle treatments
Nail strengtheners/treatments
Hair care
Skin care products
Nail files, buffers
Makeup/cosmetics
Jewelry
WHAT PRODUCTS
DO YOU RETAIL?
receive an
INCENTIVE ON
RETAIL products
they sell.
If you do
receive an incentive
on retail products,
WHAT IS THE INCENTIVE?
10%-19% commission
24.4%
Other commission/
percentage of sales
24.4%
nail polish
74.1%
hand lotions
71.3%
nail strengtheners/treatments
64.8%
cuticle treatments
63.2%
top/base coats
56.5%
nail files, buffers
46.5%
skin care products
41.7%
hair care
36.9%
jewelry
30.5%
polish drying products
27.5%
Discounts on salon services
or retail products for myself
7.8%
makeup/cosmetics
24.6%
1%-9% commission
6.5%
other boutique items
24.1%
20%+ commission
5.9%
adhesives/nail glue
18.8%
Commission is variable/tiered
5.1%
candles
17.8%
Counted toward my salary/bonus
3.9%
implements or personal tool kits
17.2%
Points systems/awards
3.0%
vitamins, nutritional supplements 17.2%
Rental rebate
0.9%
toe rings
16.7%
Other
18.1%
clothing
8.3%
24 |
NAILS MAGAZINE
bb2011-12stats.indd 24
|
2011-2012 THE BIG BOOK
2/7/12 10:16 AM
NEW DS TEMPTATION & DS BOLD
CONFIDENT ELEGANCE. SEDUCTIVE GLAMOUR.
Style is all about dazzling color and luxurious texture!
The new DS temptation and DS bold from Designer Series by OPI complement both of these elements brilliantly.
Formulated with real diamond dust and ultra rich color, Designer Series is high fashion for your nails.
DS extravagance DS reserve
DS opulence
DS reflection
DS classic
DS glow
DS mystery
DS radiance
DS magic
NEW
NEW
DS temptation
SHOWN
DS bold
SHOWN
top coat
CONTAINS NO DBP, TOLUENE, OR FORMALDEHYDE • Nail Lacquers feature OPI’s exclusive ProWide™ Brush (Patent pending). • Call 800.341.9999 ©2012 OPI Products Inc.
bb2011-12stats.indd 25
2/7/12 10:16 AM
INDUSTRY
STATISTICS
association
directory
Regional ANALYSIS
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
TOTALS
2011
Nail Techs
2,836
720
8,039
2,133
83,673
6,622
2,932
438
183
30,084
7,689
1,620
1,600
9,910
4,300
1,084
913
2,455
3,967
1,096
6,266
11,980
13,832
3,508
1,715
5,160
96
1,070
5,708
1,071
7,774
1,147
16,335
9,318
112
10,773
4,208
11,471
11,913
1,245
1,874
33
5,427
32,355
1,753
186
7,445
7,300
574
1,307
350
355,600
2011
Nail Salons
563
68
815
450
7,978
936
929
93
100
4,233
2,137
229
230
933
695
365
437
467
982
182
1,031
793
1,607
638
446
941
166
135
200
198
1,442
360
4,128
1,784
69
1,025
279
639
2,300
178
788
59
1,085
4,536
341
60
1,400
1,334
112
228
120
51,244
Louisiana, Alaska,
Arkansas, and
Alabama have all
doubled the nail tech
population in 10 years.
Montana has gone from 500 nail
techs in 2001 to just 96 in 2011.
Highest nail tech to salon ratio: Nevada at 28 to 1
Lowest nail tech to salon ratio: Montana and South Dakota at .6 to 1
Alabama requires
Colorado
requires
hours for a nail
tech license.
hours for a nail
tech license.
Arizona booth renters pay an average of
$663/month.
Tennessee booth renters pay an average of
$303/month.
BUSIEST NAIL TECHS
West Virginia
Alabama
Minnesota
6.8 clients per day
6.6 clients per day
6.3 clients per day
average
price
Wisconsin
average
price
Massachusetts
Sources: This data is derived from several sources: state boards’ self-reported figures (in some cases, we confirmed the data by looking at the actual list
of license names); business lists and NAILS’ own estimates when a number is not provided or figures from various sources were inconsistent. Our own
estimates are based on known information about the number of salon businesses in each state and the average number of nail technicians per salon.
26 |
NAILS MAGAZINE
bb2011-12stats.indd 26
|
2011-2012 THE BIG BOOK
2/7/12 10:16 AM
NEW!
LEMON TONIC
temptingly taming
Tempt clients into pedicure season with the alluring aromas of sparkling
lemon and yuzu warmed by cozy vanilla, ginger, and white tea essences!
lemon tonic mask
lemon tonic scrub
lemon tonic massage
Rejuvenates, soothes
and ultra-hydrates with
shea butter extract.
Banishes calluses and dry,
rough skin with natural sugar
crystals and AHAs.
For a silky, sensual spa
massage with rich emollients
and antioxidant vitamins.
Also available in revitalizing espresso & cappuccino, refreshing cucumber, exotic tropical citrus,
soothing green & white tea, enticing papaya pineapple, and indulgent royal verbena.
Call 800.341.9999 or visit www.opi.com ©2012 OPI Products Inc.
bb2011-12stats.indd 27
2/7/12 10:16 AM