Feet First

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Hot Trend #3: Big-Time Value and Convenience

Consumers these days are less reluctant to open their wallets, unless they feel the experience and results are worth it. “Women demand long-time wear from a pedicure service, and they also want zero dry time,” says Jessica Quick, marketing manager for CND. “They want to be able to slip their sandals back on and head out the door without any concern of smudging or nicking their paint job.”

How to bring it: In addition to using long-wear, quick-dry products, encourage clients to do their part. “If customers are extending the time between pedicures, that means that more home care between appointments is required,” reminds Sanítas’ Crary. “Quality homecare pedicure products are a must to keep feet looking well manicured between appointments.

“Although the economy appears to be improving, many guests are looking for added value treatments,” continues Crary. “Promoting monthly pedicures with free upgrades and extra pampering is a great way to differentiate your business and emphasize value. Examples include offering complimentary toe waxing, paraffin treatments, reflexology massage or nail art.”

“Consider summer services that include a mini lacquer as a gift,” suggests SpaRitual’s Thomas. “They are fantastic for travel and cut down on your backbar costs. This also adds value to the service experience.”

Suggested products: CND Shellac Power Polish, CND Callus Smoother, SpaRitual mini-polish

“Promote and differentiate your spa with signature pedicure services. It can be as easy as adding a new fragrance of hand and body lotion or a new wash for the season. Citrus fragrances, for instance, are energizing and fresh and exactly what the season ordered. Create a ritual tray with the citrus spa products and some fresh tangerine segments for a refreshing, light snack for your client.” —Jessica Quick, CND