THERAPY
TRENDS
by Elayne McClaine

Nailing the Aging Process

Wrinkled skin is not the ultimate sign of aging. Brittle, flaky, ridged nails can show age faster than facial aging. OTC shoppers should be encouraged to pick up purse-sized products to moisturize hands and nails. It’s the little things that mean so much: ridge fillers, exfoliating cuticle treatments, natural oils, strengtheners, and hardeners. On-the-go dual action hand creams that treat aging hands should be handy. So should nail repair products, glues and implements that fuel front end sales. They’re all small enough to be featured in counter displays or treatment-specific kits. In-salon nail treatments require maintenance between appointments. Consumers need clear topcoat coverage to extend as well as mend manicures and pedicures. Nail polish – 43 percent of the total category – is declining. Consumers are moisturizing, strengthening and protecting nails – with or without color. Typically it takes a fingernail about four to six months to fully regenerate. Healthy nails are smooth, without ridges, grooves or discoloration. Malnourished nails need internal and external moisture. Abused nails require post-acrylic care to build up the nail bed. After wearing acrylics – whether from the salon or at home kits – nails become dry and thin, due to the lack of light and oxygen. Beyond nail color, consumers need nail care help. Products including keratin, protein, calcium and even sunscreen should be available. Building strong nails, minimizing peeling, chipping and splitting keeps the nail care category from declining. Anti-aging strategies to keep hands and nails rejuvenated should be up-front and at your customers’ fingertips.

CHANGE
TO GROW
by John Jones






Values Define Your Business

Think back to the day you decided to go into the beauty store business. Obviously you are an entrepreneur and wanted to be in charge of your own fate, but why did you choose the beauty business? I am sure you considered many economic factors and ran the numbers to conclude that you would be profitable. But why did you choose the beauty business? Why did you feel as though you could distinguish your store from the competition and what did you decide you could offer consumers that would make you successful? These are the critical questions that retailers in any business must answer in order to distinguish themselves from the competition. Think about Wal-Mart – their value is simply: the lowest price always, nothing more, nothing less. Target decided that cheap chic was their core value. Home Depot values warehouse prices, while Lowe’s stores value good prices with decorating fashion flair. Sam’s Club started out as a business-to-business club and Costco went to the consumer with a broader, treasure hunt position. All of these chains compete ferociously for the same shoppers, but each of them answered the critical questions when they started out. How do I distinguish my business from the competition, and what can I offer consumers that will make me successful? If you did not answer these critical questions and have a plan in place the day you opened your beauty store – I urge you to do it now. It is never too late to begin offering your customers beauty products and services in a way that makes your store special and important.