FORD’S Thoughts

Global business & beauty education expert, KIM FORD, shares news, views & observations from the international nail circuit

Points to consider when choosing a product range for your beauty business

ABOUT KIM FORD

Kim Ford has worked in the beauty and education sectors for over three decades, in more than 40 countries. She has honed her skills in beauty, spa, sports, nails, holistic therapy and aesthetics, in private and public education establishments, spas, salons and retail businesses.

Kim has extensive experience as an international examination officer for awarding organisations, and has held the titles of chairman of BABTAC and CIBTAC and vice president of CIDESCO GB. An education consultant for CIDESCO International, she sits on a number of industry boards globally as a director or trustee, and has won awards for education and business in the UK and internationally.

As owner of Beauty Enterprise Solutions, Consultancy & Training, Kim supports industry education establishments in gaining accreditation or endorsement. She strives to raise industry standards and help beauty professionals reach their education and career goals.

OUT & ABOUT

I’ve visited both the City & Guilds and VTCT teams to support their education updates for the hair and beauty sectors.

Hello nail superstars! This issue, I want to focus on what you need to consider before investing in a nail or beauty brand for your business. It is imperative to research and plan so that you can make an informed choice about what will benefit your business and clients in the long run.

Think first Before you spend money on a new product range, consider your clients’ preferences and needs, and evaluate the products that you already use in your business. How effective are they? Are your employees happy with their functionality? Are your clients satisfied with the results of their treatments? Another area to consider is the budget of your clients. Will the new range be affordable to them, or do you seek to attract clients with bigger budgets?

Conduct a poll or survey amongst your staff and clients to quiz them on product and treatment satisfaction. This will help you to make an informed decision about any new products you introduce. Keep questions short and to the point.

Pros and cons Weigh up the pros and cons of introducing new products carefully. On a positive note, investing in a new range can attract more customers to your business. Offering a variety of high-quality products can help you stay competitive in the market and satisfy the preferences of your clients. Knowledge about innovative products can enhance reputation and credibility, showing that you are up-to-date with the latest trends and committed to providing exceptional services.

A downside involved in purchasing a new range of products is cost, as it may require a lot of upfront investment. Also, introducing new products may require additional training to ensure that your team is knowledgeable about the range and can provide the best service to clients. This can be time-consuming and may impact your business’ daily operations.

Post-purchase considerations Once you have decided to invest in a new range, you must check the reputation of the brand. Read reviews from other salon owners or nail technicians about the products. Choosing a reputable brand can give you peace of mind and confidence in the products you offer.

Consider any specific nail concerns your clients may have, such as brittleness or sensitivity to certain ingredients, to ensure the products you choose are suitable for them. Are your clients environmentally conscious or vegan? These factors need to be part of your decision-making process.

Durability and longevity when choosing a nail range is essential, in order to meet the expectations of your clients who seek products that last well, without chipping or fading. Also consider the variety of colours and finishes available in the range to suit a variety of clients.

If you are contemplating new hand creams, oils, masks or foot soaks, ensure you check the product ingredients meet with the liking of you and your clients. You can find out their preferences via your client survey.

It’s important to ensure a balance between affordability and quality, to ensure products are good value for money.

The launch Introducing and promoting a new product range to your clients requires a strategic approach. Create a buzz with teaser posts on social media platforms and offer sneak peeks and behind-the-scenes content to generate excitement. Host a launch event at your business to showcase the range to clients, providing demonstrations or allowing customers to smell and understand the purpose of the products. Offer introductory promotions or discounts and encourage feedback to gauge clients’ satisfaction and make any necessary adjustments.

Connect with Kim: /kim.ford.3114 @kimfordexpert /kimcaford