The weather is improving and slowly but surely, so is the economy!

Everywhere I travel people are starting to become more optimistic about the future. However, just because the economy is looking like it will improve, it doesn’t mean we should stop doing those things that have helped us get through these tough times. In fact, now is the time to refocus our efforts on getting more and keeping hold of our current customers. Without a doubt the landscape in the nail industry is changing, as many companies having already suffered with the down turn, are now finding themselves in difficult waters.

I believe you will see many changes in the nail industry as time progress, not only in the domain of the nail distributors and suppliers that you may be purchasing your products from, but also ultimately, changes in the manufactures of these nail products too. The vast majority of genuine manufactures of nail products are based in the Untied States of America and I have been watching and listening with interest to all of the things they say and do. So it will be interesting to see who survives the downturn. It may well be that you have already seen changes to the supply chain that you are involved with.

Take training for instance; this is one of the sectors I predict you will see radical changes in over the next six months. For me, too many of the nail companies in the UK see training as a nice way of earning money and they often charge far too much for the privilege of you being able to learn how to use and ultimately buy their products. A lot of this manufacturer training gets swept into the debate of qualifications and which awarding body does what for you at the end of the day. You should actually be able to get cost effective training from any manufacturer, as it is the nail product creators that want and need you to buy their products. And they want you to buy these products for a long time to come. So surely it’s in our best interests as a product manufactures to help you to do this by keeping the prices that are charged to learn to use these products as low as possible?

Now, I’m sure you are aware that this is not the case for private schools that are in the business of making money from education itself, I know a number of these types of companies and they do provide excellent training facilities to enable beginners and more advanced students to develop their skills.

My point is, that manufactures (me included) shouldn’t be shortsighted and overcharge you to learn how to become a nail technician or for you to become a more advanced nail technician. I do believe you will see this controversial element changing in the months to come, so keep your eyes open and compare the cost of your training before you spend your hard earned money; remember if something is less expensive it doesn’t always mean it is worse or that you get less, think in terms of how the whole jigsaw puzzle fits together- now there’s some food for thought!

Featured in the July 2009 issue Scratch Magazine

Picture This: You walk into your dentist, you are asked to take a seat, you noticed a tray of implements ready to use, but they are clearly all sticky and slimy from the previous patient—not the pristine, sterilized set you are used to, fresh from the autoclave! What do you do?

Although there are similarities between nail world and the dental world—but that’s a different story altogether—don’t worry; I just wanted to get your attention. I think you all would agree that this is highly unacceptable, so why should your clients put up with a similar poor level of hygiene from their local salon or spa?

Now, I am not for one minute saying that all salons are like this, but there are some out there that leave a little to be desired when it comes to sanitation—and you know who these are… This could be due to lack of time, poor understanding of hygiene or even laziness, what ever the case or excuse—it is not acceptable!

Customers are increasingly concerned about contracting communicable diseases from salon environments—they need reassurance and they need it now! In a world where many of your competitors compete on price alone, having the best standards of hygiene creates a massive point of difference. If your regular customers do wander off like lost sheep into the wrong salon, the way they are treated and the hygienic standards will soon have them running back to you before you can say E. Coli or Botulism!

So, what can you do to ensure that you treat every client as an individual and give him or her a safe, hygienic service that they expect from you? Here are a few pointers you might like to implement (pardon the pun).

• Always sanitize both your hands and the clients’ hands/feet before a treatment. Use a non-drying formulation.
• Keep the salon clean, tidy and dust-free wipe down workstations, chairs and floors between clients with a suitable detergent.
• All metal tools/implements should be sterilized in an autoclave.
• Non-disposable nail implements should be rinsed with detergent and wiped or sprayed with an alcohol solution (sterilizer spray).
• Use a specific set of tools/implements for each client—let them take the nail file and birchwood stick home. The cost is minimal and the customer will be be getting an added value!
• All chemicals should be clearly marked and stored correctly according to the manufacture’s guidelines.

You must up your game when sterilization and sanitation is concerned. New guidelines will be enforced in the future—be ahead of the game not behind it.

For example, sterilization pouches are being used by many salon/spa as a way to meet the new vigorous sanitation standards. The sterilization pouches can be purchased in boxes of 200 at a nominal cost. This easy two-step procedure cost less than 10 cents per customer and sets your sanitation levels over and above every other salon and spa. Using these pouches is very simple just follow the steps below:

• Place the new birchwood stick, scrub brush and file into the pouch for each customer and seal the pouch. The items from this pouch should be given to each customer at no extra charge every single time they come to visit the salon or spa.
• Sanitize all metal implements with a liquid sanitizer and dry. Then place into an empty pouch and seal. Open the pouch in front of the client so the client sees the implements were sanitized.

Realize the added value that these small changes can bring.

You will stand out from the crowd, enabling you to be different from your competitor down the road. Remember, given the choice, a customer will always choose the nice, clean salon where they feel they are being looked after properly.

Oh, and don’t forget to look after your self too! Wash your hands regularly throughout the day with a conditioning anti-bacterial product and thoroughly dry them before the next treatment.

Remember: A clean, safe salon will encourage your clients to come back for more, resulting in a busier, more profitable salon that is a genuinely pleasant environment to be in. Don’t forget the old saying: “An unhappy customer will tell everyone; a happy customer will tell those who matter”.

Hygiene makes sense for the survival of your customer and the survival of your business.

Featured in Scratch Magazine

“The salon of today will be extinct in just 10 years.”

The beauty business is changing dramatically. With over 24 years in the professional beauty industry and manufacturing facilities throughout the world, what I’ve seen and heard is evidence to me that the “salon of today” will be extinct in just 10 years. The “salon of today” will be like the barbershop of yesterday. There will be no salons left as we know them!

I’ve traveled extensively through over 60 countries, researching and visiting spas throughout the world, creating the Cuccio Naturalé line. I’ve talked with salon owners and the women that come to the salons for service. No matter where I went there was one thing that remained true. Clients go to spas to escape the every day stresses and demands on their lives.

Why the change?

The female population in the world is changing. Women’s liberation began in the 50s and 60s. Women everywhere began to work, starting their own businesses and professional careers. Unfortunately they now work outside of the home and continue to have to take care of the family and the household. In an attempt to give women more freedom, they wound up with much less time. They are always rushing around from work, to kids, to shopping, etc.

Although I do what I can to help, my wife still has three daily jobs. It begins with getting the children ready & to school on time, then off to the factory to manage 100 people from 9am-6pm, followed by picking up the children after their afternoon activities, feeding them and me too.

No longer does my wife or many other women have any quality free time. The only time left seems to be the hour after everyone else has gone to sleep. That is why when women go to a spa they want to spend as many hours as possible relaxing and being pampered. They spend so many hours giving to others it gives them an opportunity to receive something back even if for a short time.

So what is a spa?

A spa is any beauty center that is a mental oasis for your client. We must understand and acknowledge that the modern woman needs to fulfill the need for pampering and relaxation that is missing from her daily life. We can do this by adapting to these changes immediately. Salon owners need to change the perception of all aspects of the business to survive. We must change in response to the wants and needs of today’s clients, whether male or female.

Stop thinking that you are just doing manicures and pedicures. You are there to pamper the client. Provide them treatments for healthier and younger looking nails, hands and feet. Help them look and feel better about themselves. Part of what you do is actually increasing the quality of life for your clients. That makes an incredible impact on one’s life.

Turning your nail salon into a nail spa is simple. Instead of opening a Sammy’s Nails, name your place Oasis Hand and Nail Spa. In every change you make, ensure that it caters to the physical, mental and emotional needs of both male and female clients. Remember that a spa service is a perceived value. It matters much less that you provide 20 assorted services, it’s the customer service or customer pampering that is at the forefront of counting. I suggest offering more hand, foot  and natural nail treatments, especially those that are organic or enriched with botanicals. After all, women want to look and feel good naturally.

Act quickly!

Together we can change the perception the beauty business. The focus should be on making our clientele feel good as well as making them look good. Change your services to reflect this new state of mind. After all, do you really want to be working in what will be equivalent to a barbershop in 10 years?

It’s time to redefine the word spa—Spa is the future of the beauty business. It’s time to make that future yours.

After meeting with hundreds of salon owners across the country, Tony Cuccio can tell you this “You can make more money by turning your Nail Salon into a  Nail, Hand and Foot care  Spa”.

Remember these key points:

• Change your name from XYZ Nails to XYZ Nail Spa
• Work on changing the atmosphere by dimming lights, adding soft music and keeping voices low. Everything must work to together to promote calmness.
• Add plants and flowers to create a natural garden feel
• Smell is extremely important. Use aromatherapy throughout each area to mask chemical smells and invoice pleasant memories and relaxation.
• Offer services not provided at salons such as Non Surgical Handlifts, Pigmentation removers and other spa nail care services. Increase clientele by adding the new men’s spa services.
• Repaint the salon in natural, earth-tone colors and always keep clean and freshly painted.
• Add chairs and couches that promote warmth and comfort
• Change the store front to look like an oasis instead of a typical store. This can increase business immediately.
• Increase retail area by adding the popular natural botanical products. Offer take-home nail and hand care. Butter and lotions are huge sellers.
• Change your attitude and your employees – you are there to do services but most of all to calm your customers and give them relaxation from the stressful environment – of everyday living.

Changing your salon to a nail, hand and foot care Spa starts with you and your staff! And ends in higher service prices.

Change creates innovation. Innovation sparks success. This philosophy is the foundation from which I have built one of the most successful spa companies in the world.

People often ask me why I share so many of my secrets with so many people. The answer is simple. My success depends on your success. The more I share the more success you achieve. And to be honest, it gives me a wonderful sense of satisfaction to mentor those who are driven, determined individuals to build wealth and self confidence.

The success of all of my companies has always been based on the fact that we have been able to recognize change in our industry. But seeing change is only half the battle. The key to success is to be able to embrace that change and adapt to it. Sure it can be scary. Sure there is risk involved. But the rewards are worth it both financially and for your personal growth.

The following is an excerpt from my free DVD on the state of the global nail industry. If you are serious about making a successful career for yourself in the spa industry I urge you to watch this video.

To order your free DVD email freedvd@cuccio.com.

As always, I welcome your comments.

Wishing You Much Success!
Tony Cuccio

Click on the following link to view video:
Tony Cuccio On the Future of the Spa Industry