Use the Gel Polish Craze to Your Advantage

The newest craze to hit nail salons is brush-on gel polish, a reinvention of soak-off gels that is as durable as gel but applies like polish and is contained in a polish bottle. Brush-on gel polishes have already hit mainstream news media and clients are trying to find salons that offer the service. This is your chance to grab hold of the trend and get new customers in while it’s hot. But there are a few things you should take into account to make this new service work for you.

1. This is the perfect product for clients who want their manicure to last weeks. It’s a perfect up-sell to polish customers who are looking for longer-lasting color, but make sure you tell them the cost of your new service beforehand because there is a significant price difference.

2. In offering this new product, your prices must be reasonable for you. Factoring in the higher cost for brush-on gel polishes, the UV nail lamp, extra acetone, and the extra week between client visits, your new gel polish service should range from $37 to $45. Any gel polish service price below this will not benefit you (or the nail industry) in the long run.

3. Don’t display these bottles the way you would polish. Leaving these bottles out in the sun or near other UV light sources will reduce the shelf-life of your product since they are UV-reactive. (If you are wondering whether UV nail lamps are safe, check out the article on page 24 about a new study that says they are.)

4. Remember to practice. Although the formula is similar to gel and polish, it has a different consistency that, when applied incorrectly, will lift or chip. Make sure you follow the manufacturer’s instructions and practice on yourself, family, and friends until you’re fully comfortable with the product before offering it to clients.

Once you’re ready to offer this service, let the world know. You can market your service as a “hybrid” between gel and polish. Add window or sidewalk signs, update your website, and let every client who comes in know that you now offer brush-on gel polish services. Keeping up with the trends will help you bring in more customers and give you an upper hand on the competition. Don’t forget to update me on how the brush-on gel polishes work for you!

—Kim