Magazine for the professional nail industry.
Issue link: http://nailsmag.epubxp.com/i/128780
TECHNIQUE} Father's Day Nail Services The percentage of men getting nail services in the United States has actually decreased in the last few years, according to the NAILS Big Book, dropping from 8.3% of your overall clientele in 2009 to the present 3%. Luckily, Father's Day provides an excellent way for you to ofer services specifically for male clients and maybe even an opportunity to turn them into regular customers. Here are some examples of how nail salons are marketing to male clients. CLEANSPA PURE PEDICURE SALON CleanSpa director Denise Baich gives a client a CleanSpa Pedicure for Men while he reclines in a zero-gravity chair. Chesterfield, Mo. CleanSpa Pure Pedicure Salon in Chesterfield, Mo., opened at this location in February 2012 and had its first Father's Day special in June of that year. The event was a great way for CleanSpa to promote its special CleanSpa Pedicure for Men, which was ofered in a discount package. CleanSpa director Denise Baich says of the event, "We had quite a few wives, daughters, and sons who treated their father's feet for Father's Day, and we plan on doing a similar ofer this year. We noticed a large increase in our male clientele after Father's Day and they continued to trickle in throughout the year." Originally started by a podiatrist and his wife, the spa focuses on topquality foot care, and has designed its newest location in Chesterfield to appeal both to men and women. "We believe in expert nail care with peace of mind for all," says Baich. "Frequently our female clients will be enjoying their service and pronounce, 'My husband would so enjoy coming here for a pedicure.'" Baich says the most popular services for men are the CleanSpa Pedicure for Men, Pedi On the Go, Thai Reflexology, and lower leg massage. "We see great diversity in our male clientele," she says. "They range from teenagers to men in their 90s, and we have quite a few businessmen who join us for services as well as those who work long hours and are hard on their feet." ACAPPELLA HAIR DESIGN AND COLOR STUDIO Temecula, Calif. Nail tech Rinda Billings has been ofering her own Men's Pedi for 10 years, which includes complimentary pretzels and beer. Her latest home salon recently held its first men's night trial run, and the results were so successful that they are going to recreate it for Father's Day this year. The event ofered mini pedicures and manicures for a specially priced inclusive deal for the guys. "We ofered pizza, beer, and wings," says Billings, "And we had a rafe from local men's-related businesses. We had a motorcycle on display from The Chopper Gallery in Old Town Temecula, and even had the local smoke shop come in and set up a mini shop. The staf even 'vamped it up' a little for the occasion. The guests loved it so much that we had to recreate something like it for this upcoming Father's Day." Billings has a diverse male clientele that generally falls within the 30-50 years old category. "I see businessmen a little more than the others," she says. "And I generally see men who care more about their appearance who are looking to do a little something for themselves — men who need a little escape and stress relief." 88 | NAILS MAGAZINE | JUNE 2013 Rinda Billings performs a spa pedicure on Kip Carter, who has been a client for 18 months. Billings was inspired to start ofering men's services by a long-time client who wanted to get a gift certificate for her husband for Father's Day. Billings created a private area for him and bought his favorite brand of beer to make sure he came in to redeem it. >>>