What Drives Your Purchases?

Hey Everyone!

Today I want to discuss what drives people in the beauty industry to buy a certain brand. More specifically, what drives Nail Techs. In my head, quality should come first. But that could be just dependent on what drives your sales. You see the places that have the mani & pedi combo for insanely cheap price of $30. Excuse me, what? HOW?? How can you possibly have a price so low? That shouldn't even cover labour costs… someone still needs to explain that one to me. However, it makes sense that the nail techs at that salon would not be driven by quality but rather price. PEOPLE, YOU PAY FOR WHAT YOU GET. Plain and simple.

Those are the extreme cases, now there are different spectrums of this price and quality relationship. Some nail techs are still very driven by price but they have some guidelines they follow. Once you hit some standard of quality and some ballpark of price, it becomes interesting. What motivates you then? Is it the vegan/animal cruelty card? That way you can tell clients about this superior product and potentially get them more hooked on coming back. People don't want harsh chemicals, there are already so many other products the client has to fend off in their everyday life. So take away that factor for their hands and feet and they can feel better to come to you and get their nails done, right? Also if there are less chemicals, doesn't that mean it is better for the environment? All of a sudden, your client is being a contributing member of society by getting their nails done! People, it is all how you present your product and yourself.

Photo Credit: Kenesha Lewis

Okay, maybe the nail tech cares about those factors but they have a strong sense of brand loyalty and don't want to stray. This is okay, if you did your schooling with a specific product, you know a lot about it and this will help you in the long run. Especially when it's a brand you know your clients love. It stays well on their nails, maybe it has multiple solutions for different nail beds, whatever it is, brand loyalty is a good thing. You'd be surprised how you can spin it to your client, if you could tell them, I always use LCN (for example), they will sooner begin to trust each fill, they know what is going on their nails and for a lot of people, knowledge like that is comfort. Too many nail techs are switching brands constantly and assuming the application process is the same, well, it's not. Sorry to burst your bubble. People need to do their research and learn a brand/product when using it for the first time… this topic will most likely have a blog post all for itself. Regardless, brand loyalty is a good thing in my eyes. But how many nail techs are really driven by this? My guess, it is lower on their list then most would expect.

Colours! Colours, colours, colours! Do people switch to a brand solely on colour choice?? Absolutely! Now whether they stay with the bonders and builders is another question. Do people find it easier to get all product from bond to seal from the same provider? Or is it okay just to go get some extra colours that 'your brand' doesn't carry?

My opinion to all you nail techs - remember that whichever product you use will affect your reputation. How do you want your clients to think of you? Think of their nails? How do you want to market yourself? There's a lot to consider when making a purchase - make sure to know your options.

I would love to hear what motivates you all! Feel free to comment below for anything I missed or feedback of what you do and what you find works.

Use what you've got,

Elise xox