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22001111--220012
ALL NEW
spspponnonsoososorererered d ddd bybyyyby
Get a Light! Everyone’s Doing Gels
SERVICE INCOME NOW $7.3 BILLION
Service Prices Up in EVERY Category
74% OF NAIL TECHS USE A SMARTPHONE
IND
USTRY
STATISTIC
SSPO
NSO
RED BY
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2 | NAILS MAGAZINE | 2011-2012 THE BIG BOOK
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
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.
IND
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ON
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Y
Industry OUTLOOK
THANK YOU TO OPI, whose continued support of the
Big Book statistics section enables
this expanded market report.
George Schaeffer and Suzi Weiss-
Fischmann are big supporters of
this special issue and have great
regard for research-based decisions.
$7.3billion
Am
oun
ts s
how
n in
bill
ion
s
all manicures 15.4%
all pedicures 21.3%
acrylics 17.9%
gels (all types) 25.9%
nail art 9.8%
wraps/other extensions 1.5%
other 8.2%
5-YEAR market size comparison(this chart compares four
salon services only)
(includes all
money spent
in the salon on
the services in
the chart at the
top right)
(figures represent % of weekly salon services)
(figures show which gel services make up
all gel services done in the salon)
2012 projection of nail market size:
2007 2008 2009 2010 2011
$5.4$6.2$6.0
$6.3
$6.6
NAIL SALON SERVICES
other
acrylics
wraps/other extensions
gels (all types)
nail art
all pedicures
all manicures
hard/ traditional gels
UV/gel top coat
brush-on gels
soak-off gels
colored gels
gel toenails
GEL SERVICES
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%
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SCAN AND LEARN
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4 | NAILS MAGAZINE | 2011-2012 THE BIG BOOK
New England/Mid-Atlantic 18.6%
North Central 19.6%
South Atlantic 20.7%
South Central 15.9%
Mountain 7.3%
Pacifi c Coast 15.6%
International 2.3%
WHERE DO YOU LIVE?
which title best DESCRIBES YOUR POSITION?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%
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%
GENDER:
>>>
Nail Tech DEMOGRAPHICS
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.
ETHNICITY
97%female
3%male
Vietnamese 45%
Caucasian 33%
Hispanic 10%
African-American 9%
Korean 2%
Other 1%
HOW OLD ARE YOU?
Over 50
31-35
46-50 36-40
41-45
26-30
25 or younger
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Page 5
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ideal for OPI gels. Great for travel.
Artist Series Oval Gel BrushTapers to a sharp point, excellent for details
and clean, crisp smile lines.
Acrylic Oval BrushLightweight handle for a comfortable
grip and effortless brush control.
2-Piece Acrylic Oval BrushCompact 4 1/2 inches –
perfect for travel!
Artist Series Flat Gel BrushPerfect for moving quantities of gel for
fast nail coverage.
Artist Series Kolinski Mini Gel Brush#2 brush head with a slim handle for
precision and comfort.
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6 | NAILS MAGAZINE | 2011-2012 THE BIG BOOK
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Some high school 3.8%
Finished high school 27.5%
Some college/AA degree 41.7%
Finished college 17.2%
Some graduate school 3.6%
Finished graduate school 6.2%
ARE YOU INSURED?*
how long have you been DOING NAILS?
Married with kids
Unmarried with kids 16.8%
Married with no kids 13.6%
Unmarried with no kids 18.1%
HOME LIFE
what is the HIGHEST LEVEL OF SCHOOL you have completed?
>>>
Nail Tech DEMOGRAPHICS
51.5%
I have medical insurance through my spouse’s policy. 38.3%
I have my own insurance policy, 21.1%not through work or a spouse.
I do not currently have medical insurance. 20.9%
I have insurance coverage through the salon 6.2%that I pay for personally.
I am covered by Medicaid, based on my income. 4.9%
I am covered by Medicare, based on my age. 3.7%
I have insurance coverage through the 2.5%salon that the salon pays for.
Other 2.4%
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%
*2010-2011 Big Book
>>>
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Page 7
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PusherPlus TitaniumMulti-Use PusherFeatures a built-in cleaning edge.
Dexterity TitaniumDual-Edged Nail Plate CleanerDual-edged for precise cleaning of nail plates.
PusherGuard TitaniumSensitive Cuticle PusherUnique “lip” design minimizes discomfort.
DoubleDuty TitaniumDual-Sided PusherFeatures both large and small pushers.
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FileEdgerUltra-hard 460-grade stainless steel forsuperior removal of sharp fi le edges.
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©2011 OPI Products Inc. Call 800.341.9999 or visit opi.com
TITANIUM
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Nails-only salon 54.8%
Full-service salon 28.0%
Day spa 3.5%
Home-based salon 3.3%
Mobile salon/spa 0.8%
Resort/hotel/destination spa/salon 0.3%
Other/no answer 9.3%
How would you DESCRIBE YOUR SALON?
8 | NAILS MAGAZINE | 2011-2012 THE BIG BOOK
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%
>>>
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%
have a dress code that allows either a daily color scheme change or more casual attire on weekends.
specifi cally prohibit one of these items: open-toe shoes, fl ip-fl ops, shorts, sweats, midriff s, sneakers, or cleavage-revealing attire.
specifi cally prohibit nail techs from wearing jeans.
Do you carry PROFESSIONAL LIABILITY INSURANCE for yourself or your salon?*
how many nail technicians WORK IN YOUR SALON?
if you do have a SALON DRESS CODE, what is it?
does your salon have a DRESS CODE OR REQUIRE A UNIFORM?
of salons that DO HAVE dress codes:
Salon ENVIRONMENT
*2010-2011 Big Book
BOOTH RENTAL
of booth renters pay their rent weekly
of booth renters pay their rent monthly
Average booth rental for weekly renters
Average booth rental for monthly renters
$110/week $410/month
$445/monthOverall booth rental average
4.6%
1.2%
9.2%
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Cleans and disinfects tools, hard surfaces, and pedicure spas and tubs
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Effective against a broad spectrum of bacteria, viruses, fungus, mold, and mildew
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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
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
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Clean and disinfect your station 20 times for just 1 penny.
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$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%
>>>
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). 2.4%
Other 14.5%
which best describes your COMPENSATION SYSTEM?
Average weekly incomefor nail techs (all titles)
Nail Tech INCOME
SERVICE PRICES2011 2010INDUSTRY AVERAGE*
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 fi ll $26.99 $25.87
Gel fi ll $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 refl ect 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 7.2%
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Call 800-341-9999 or visit www.opi.com ©2011 OPI Products Inc.
• Choosing a base coat for longer lasting manicures – no sweat.
• Strengthening and hiding fl aws – a cinch. • Fast, glossy fi nishes – effortless.
Perfection.(That was easy!)
Ridge FillerFlaw camoufl age
Natural NailBase Coat
Longer-lastingmanicures
Acrylic NailBase CoatStain-proof
enhancements
Top CoatHigh-glossprotection
Natural NailStrengthener
Strength to endure
OPI NAIL TREATMENTS
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31%
13%
42%
61%
% increase
since 2010
12 | NAILS MAGAZINE | 2011-2012 THE BIG BOOK
what SERVICES are OFFERED IN YOUR SALON?
what SERVICES have you ADDED THIS YEAR?
Salon SERVICES
*Specifi c new specialty mani/pedi services included vegan mani/pedis, waterless manicures, hot stone mani/pedis.
Manicures 97%
Polish changes 95%
Pedicures 93%
Nail art 89%
Brush-on gel-polish 79%
Specialty manicures 74%
Specialty pedicures 74%
Paraffi n 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%
Soak-off gels 58%
Waxing (hair removal) 58%
Eyebrow shaping 55%
Gel toenails 52%
Colored gels 53%
Acrylic toenails 51%
Makeup application 34%
Massage 33%
Wraps (silk or linen) 31%
Eyebrow tinting 30%
Full-coverage nail art coatings (like Minx) 28%
Wraps (fi berglass) 28%
Refl exology 27%
Eyelash extensions 26%
Eyelash tinting 25%
Powder-and-glue extensions (acrylic “dip” services) 16%
Body wraps 16%
Microdermabrasion treatments (for hands and feet) 12%
Airbrush tanning 12%
Tanning 8%
Permanent makeup 6%
Non-waxing hair removal (electrolysis, for example) 5%
have you ADDED
ANY NEW
SERVICES this year?
15%have discontinued a service.
44%have added a new service.
soak-off gels or brush on gel-polish 53.7%
specialty spa manis and pedis* 7.8%
new nail art techniques 4.8%
traditional gels (including colored gels) 4.8%
gel polish on toes 3.9%
Minx-type/press-on nail art 3.9%
facials/skin care services 2.4%
eyelash extensions/coloring/perming 2.2%
rock star toes/glitter toes 2.0%
waxing 1.5%
spray tanning 1.5%
hair extensions/feathers 1.5%
paraffi n 1.3%
permanent cosmetics 1.1%
glitter tattoos 1.1%
eyebrow shaping/tweezing/threading 0.9%
makeup application
(including airbrush makeup) 0.9%
massage 0.7%
foot detox 0.7%
refl exology 0.4%
other 3.0%
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2011-2012 THE BIG BOOK | NAILS MAGAZINE | 13
2012TREND WATCH
1
2
3
4
5
PRESCRIPTIVE GEL SERVICES ARE THE NEXT STEP.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. 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.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 non-
Vietnamese 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.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. 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
Salon TRENDS
>>>
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Paper calendar/paper booking 61.0%
Computer software 21.0%
Smartphone app 10.2%
Online booking 4.2%
None of the above 3.8%
WHICH DAYS ARE YOU open and/or open late?
If they’re open,
they’re open late.
If they’re open, it’s
their busiest 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%
on average, HOW MANY CLIENTS DO YOU SEE per day?
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%
Open
Client DEMOGRAPHICS
WHO ARE YOUR CLIENTS? Respondents chose all that applied.
Regular appointments (clients who schedule their appointments one by one) 46.2%
Standing appointments (clients who come in every other Tuesday at 9, for example) 38.4%
Walk-ins 13.1%
Other (fi lling in for another tech, for example) 2.3%
what percentage of your business is APPOINTMENTS VS. WALK-INS?
>>>
of respondents work exclusively on
standing appointments.
take walk-ins exclusively.
take no walk-ins.
which of the following do you use for BOOKING APPOINTMENTS?
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%
5.2average clients per day
3%
2%
39%
5.2%of salons have a
clientele that is
made up of 90%or
more in just one of these
demographic categories.
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SOAK-OFF GEL LACQUER SYSTEMPolish on and UV cure for results that are nothing short of brilliant!
Color lasts up to two weeks or more in a service that will keepclients coming back for more of the affordable luxury of OPI!
Call 800.341.9999 or visit www.opi.com ©2012 OPI Products Inc.
Axxium Soak-Off Gel System is for professional use only.Average cost per set is $1.33
AVAILABLEIN 50 FAVORITE
OPI SHADES
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most effective marketing methods for nail salons
51%
17%28%
7%
7%
word of mouth/client referral system
salon websites
Facebook and other social networking tools
online directories
newspapers
TOP 5
16 | NAILS MAGAZINE | 2011-2012 THE BIG BOOK >>>
WHERE DO YOU ADVERTISE YOUR BUSINESS?
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 fi nder 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 fl iers 9.5% 2.2%
Daily deal sites like Groupon or Living Social 11.1% 4.5%
Radio 10.4% 1.9%
Sponsor local sports teams 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%
I HAVE ADVERTISED
THIS WAY WITHIN PAST
12 MONTHS.
THIS IS ONE OF MY
3 MOST SUCCESSFUL
METHODS.
Salon MARKETING
Percentage refers to the number who say it’s one of their three most successful methods of advertising.
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Because every foot deserves a fresh start.
OPI Disinfectable Foot Filewith Disposable Grit Strips
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 fi nish) abrasives.
• Easy to use! Paddle features a larger working surface for faster callus removal.
120-GritRefi ll Pack
80-GritRefi ll Pack
5-pc. Display
Peel-off disposable strip for maximum sanitation.
Call 800.341.9999 or visit www.opi.com ©2011 OPI Products Inc.
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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%
what kind of smartphone device DO YOU USE?
Do youhave a
SMARTPHONE?
yes73.9%
(2011)
[57.5% (2010)]
Tech-savvy TECHS
what BUSINESS APPLICATIONS do you use your smartphone for?
Business phone calls 86.9%
Business text messaging 82.4%
Researching companies online 40.1%
Online appointment booking for the salon 26.8%
Accepting credit card payments 17.5%
Other business applications* 7.1%
*Other applications included banking, managing the salon website, managing Facebook accounts, reading e-mail,
reading blogs, watching videos, checking e-mail.
ARE YOU ONLINE?
CATIONSphone for?
86.9%
82.4%
40.1%
lon 26.8%
17.5%
7.1%
anaging the salonts, reading e-mail,s, checking e-mail.
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%
of nail techs under 25 have a smartphone.
of nail techs over 45 do.
of nail techs between ages 26-30 have a Facebook
page.
of those
over 45 do.
Respondents chose all that applied.
87%
64%
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2011-2012 THE BIG BOOK | NAILS MAGAZINE | 19
WHICH IS TRUE FOR YOU? under 30 31-35 36-40 41-45 46+I have my own website. 16% 17% 16% 19% 15%
My salon has its own website. 55% 51% 49% 48% 55%
I have my own Facebook page. 87% 87% 83% 80% 70%
My salon has its own Facebook page. 67% 58% 67% 67% 53%
My salon has its own Four Square page. 21% 26% 25% 30% 11%
I have a Twitter account. 12% 12% 7% 10% 5%
My salon is on Yelp. 31% 27% 23% 24% 21%
WHICH IS TRUE FOR YOU?
I use a computer to handle some business functions. 71% 70% 67% 66% 64%
I access the Internet to learn more about new products. 89% 89% 90% 93% 89%
I access the Internet to look at diff erent product manufacturers’ websites. 85% 86% 82% 83% 81%
I look at nail-related videos online. 91% 80% 81% 84% 73%
WHICH OF THE FOLLOWING SMARTPHONES DO YOU PERSONALLY USE?
iPhone 40% 36% 37% 34% 22%
Android phone 39% 35% 30% 25% 25%
I don’t use a smartphone 13% 16% 16% 18% 36%
I have an iPad or other tablet. 10% 9% 12% 16% 12%
>>>
less than one hour 14.8%
1 hour 37.3%
1½ hours 7.6%
2 hours 24.1%
2½ hours 1.8%
3 hours 6.9%
3½ hours 1.1%
4 hours 2.1%
4½ hours 0.2%
5 hours 2.4%
more than 5 hours 1.7%
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 diff erent 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. 57.1%
I subscribe to various nail-related e-mail newsletters. 56.0%
I go online to chat with other nail technicians. 29.9%
how much time per day do you
SPEND ONLINE related to NAILS?
1.66average hours per day spent onlineWe 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.
WHAT’S AGE got to do with it?
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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%
Do you PURCHASE your OWN NAIL PRODUCTS?
HOW OFTEN do you purchase supplies?
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 2.2% 2.1%
No set pattern 25.5% 23.3%
2011
HOW MUCH DO YOU SPEND per month on nail supplies?
Buying HABITS
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%
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. 10.2%
I shop from a mobile or van dealer
who comes to my salon. 2.5%
Other 3.1%
Respondents chose the sources they use “regularly.”
$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%
2010
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HOW CANA DRIP DRY?
LACQUER DRYING DROPS
Easily!Drip Dry dries nails to the touch in one minute,
completely in fi ve, with just 1 to 2 drops. Any other questions?
Call 800.341.9999 or visit www.opi.com ©2012 OPI Products Inc.
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22 | NAILS MAGAZINE | 2011-2012 THE BIG BOOK
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1 pedi spa 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%
50% of nail techs have PEDICURE SPAS IN THE SALON.*
1 light 36.8%
2 lights 31.6%
3 lights 11.6%
4 lights 10.8%
5+ lights 9.1%
87% of nail techs have UV LIGHTS IN THE SALON.*
UV light (for curing gels) 87.2%
electric fi le 76.1%
paraffi n unit 73.8%
pedicure spa (“throne” type) 50.0%
local area exhaust system (for ventilation) 39.3%
professional towel warmer 37.9%
air purifi er 37.8%
vented manicure table 29.3%
high-level sterilizing equipment (not autoclave) 28.9%
autoclave 18.9%
airbrush (for nails) 18.6%
airbrush tanning equipment 11.8%
tanning bed 9.0%
microdermabrasion equipment 8.9%(for hands and feet)
Buying HABITS
*2010-2011 Big Book
how ENVIRONMENTALLY CONSCIOUS is your salon?*
which of the following pieces of SALON EQUIPMENT do you have in your salon?*
I’m more aware of potentially dangerous chemicals in my products. 93.6%
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%
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NAILS to ENVYget andkeep
originalNAIL ENVYMaximum strength formula with Hydrolyzed Protein and Calcium helps nails grow harder, longer, and stronger, and resist peeling,cracking, and splitting.
dry&brittleNAIL ENVYMoisturizing formula helps maintain fl exibility and protects with antioxidant vitamins E & C.
matte NAIL ENVYSame strengthening benefi ts as Original Nail Envy, but witha natural-looking matte fi nish.
soft&thinNAIL ENVY
Strengtheningformula fortifi es soft, thin nails with extra
calcium.
sensitive&peelingNAIL ENVY
Formaldehyde-freeformula protects againstpeeling with antioxidant
vitamin E, kukui nutoil, and aloe vera to
soothe sensitive nails.
maintenanceNAIL 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.
Call 800.341.9999 or visit www.opi.com ©2012 OPI Products Inc.
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receive an INCENTIVE ON
RETAIL products they sell.
24 | NAILS MAGAZINE | 2011-2012 THE BIG BOOK
Nail polish
Top/base coats
Hand lotion
Cuticle treatments
Nail strengtheners/treatments
Hair care
Skin care products
Nail files, buffers
Makeup/cosmetics
Jewelry
If you do receive an incentive on retail products, WHAT IS THE INCENTIVE?
WHAT PRODUCTS DO YOU RETAIL?
nail polish 74.1%
hand lotions 71.3%
nail strengtheners/treatments 64.8%
cuticle treatments 63.2%
top/base coats 56.5%
nail fi les, buff ers 46.5%
skin care products 41.7%
hair care 36.9%
jewelry 30.5%
polish drying products 27.5%
makeup/cosmetics 24.6%
other boutique items 24.1%
adhesives/nail glue 18.8%
candles 17.8%
implements or personal tool kits 17.2%
vitamins, nutritional supplements 17.2%
toe rings 16.7%
clothing 8.3%
Salon RETAIL
10%-19% commission 24.4%
Other commission/percentage of sales 24.4%
Discounts on salon services or retail products for myself 7.8%
1%-9% commission 6.5%
20%+ commission 5.9%
Commission is variable/tiered 5.1%
Counted toward my salary/bonus 3.9%
Points systems/awards 3.0%
Rental rebate 0.9%
Other 18.1%
OP 10BEST-SELLING RETAIL PRODUCTS FOR NAIL SALONS
1
32
4
5
7
8910
6
71%
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NEW NEW
DS TEMPTATION & DS BOLDNEW
CONTAINS NO DBP, TOLUENE, OR FORMALDEHYDE • Nail Lacquers feature OPI’s exclusive ProWide™ Brush (Patent pending). • Call 800.341.9999 ©2012 OPI Products Inc.
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2011 2011 Nail Techs Nail SalonsAlabama 2,836 563
Alaska 720 68
Arizona 8,039 815
Arkansas 2,133 450
California 83,673 7,978
Colorado 6,622 936
Connecticut 2,932 929
Delaware 438 93
Dist. of Columbia 183 100
Florida 30,084 4,233
Georgia 7,689 2,137
Hawaii 1,620 229
Idaho 1,600 230
Illinois 9,910 933
Indiana 4,300 695
Iowa 1,084 365
Kansas 913 437
Kentucky 2,455 467
Louisiana 3,967 982
Maine 1,096 182
Maryland 6,266 1,031
Massachusetts 11,980 793
Michigan 13,832 1,607
Minnesota 3,508 638
Mississippi 1,715 446
Missouri 5,160 941
Montana 96 166
Nebraska 1,070 135
Nevada 5,708 200
New Hampshire 1,071 198
New Jersey 7,774 1,442
New Mexico 1,147 360
New York 16,335 4,128
North Carolina 9,318 1,784
North Dakota 112 69
Ohio 10,773 1,025
Oklahoma 4,208 279
Oregon 11,471 639
Pennsylvania 11,913 2,300
Rhode Island 1,245 178
South Carolina 1,874 788
South Dakota 33 59
Tennessee 5,427 1,085
Texas 32,355 4,536
Utah 1,753 341
Vermont 186 60
Virginia 7,445 1,400
Washington 7,300 1,334
West Virginia 574 112
Wisconsin 1,307 228
Wyoming 350 120
TOTALS 355,600 51,244
Sources: This data is derived from several sources: state boards’ self-reported fi gures (in some cases, we confi rmed the data by looking at the actual list
of license names); business lists and NAILS’ own estimates when a number is not provided or fi gures 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.
Regional ANALYSIS
BUSIEST NAIL TECHS
Montana has gone from 500 nail
techs in 2001 to just 96 in 2011.
West Virginia 6.8 clients per day
Alabama 6.6 clients per day
Minnesota 6.3 clients per day
Alabama requires
averageprice
Wisconsin
Colorado requires
hours for a nail tech license.
hours for a nail tech license.
Louisiana, Alaska,
Arkansas, and
Alabama have all
doubled the nail tech
population in 10 years.
Arizona booth renters pay an average of
$663/month.
Tennessee booth renters pay an average of
$303/month.
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
averageprice
Massachusetts
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Call 800.341.9999 or visit www.opi.com ©2012 OPI Products Inc.
Tempt clients into pedicure season with the alluring aromas of sparkling lemon and yuzu warmed by cozy vanilla, ginger, and white tea essences!
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temptingly taming
Also available in revitalizing espresso & cappuccino, refreshing cucumber, exotic tropical citrus, soothing green & white tea, enticing papaya pineapple, and indulgent royal verbena.
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.
lemon tonic mask lemon tonic scrub lemon tonic massage
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