Beauty Store Business

OCT 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Sonsedska/gettyimages.com 42 October 2018 | beautystorebusiness.com Help customers banish sore, chapped skin with products designed to pamper the hands and feet. s the season shifts from summer to fall, there is a change in the air–and in the skin, too. Hands and feet are especially vulnerable to dryness, chapping and calluses this time of year. Maintaining healthy knuckles, heels and nails takes time and care. So it comes as no surprise that many customers seek relief through professional nail salon services–a market that rose in value from nearly $6.2 billion in 2007 to $8.5 billion in 2017, according to Statista. Of course, professional manicures and pedicures offer more than just pretty polishes. Technicians take time to smooth, cleanse and treat the skin of the feet and hands, too. For consumers who do not have the time or budget to indulge in the full salon treatment, many effective retail products give them the ability to perform skin-saving steps at home. To attract shoppers to your manicure and pedicure products throughout the year, it is important to pay attention to the seasons. "There is definitely a seasonality to hand and foot care," says John Wynnik, sales manager for Ultra professional beauty instruments. "Dryness in the winter months creates a need for hydration and a greater awareness of the hands in general. In the summer, the shift to more revealing footwear– or even being barefoot–makes shoppers much more conscious of their feet." In the end, most customers are motivated to buy a product that addresses a specific need, such as a treatment for cracked heels or dry skin. "While some products in these categories make excellent gifts, most shoppers are looking for solutions to their own hand and foot concerns," Wynnik notes. To increase add-on and impulse sales, Wynnik recommends creating a prominent area dedicated to hand or foot care in your store. The display does not need to be large, he says, but it should capture shoppers' attention with appropriate signage and graphics. "Use this space to display all the products used to help beautify hands and feet," Wynnik advises. "Customers who are coming in for dry hands or callused feet may decide they want to purchase additional products for a complete at-home manicure or pedicure." Consider stocking up on the following treatments and tools that promote healthy hands and feet throughout the year. –Ann H. Carlson

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