Today’s salon clients are eager to make a fashion statement with their decorated fingernails. NAILPRO’s 2014 State of the Industry report reveals the latest trends in nail salons. The report also highlights other services that consumers are paying for at nail salons.

According to the NAILPRO report, consumers are clamoring for what they’ve seen on celebrities.  At least 75% of nail salon clients want gels. The gel polish lasts longer than traditional polish. 25%  of clients ask for nail art.  In the past, clients pail for art like glitter or rhinestones on 1 nail. These days, they may pony up for this extra service on 2 or 3 nails.  Other popular accents include hand-painted designs like stars or dots. The 3D art factor is all about charms or sculpted designs being placed on nails. Clients who don’t opt for the 3-D art are getting bolder about color and paying for gradients.

Currently, about 33% of nail salons specialize in nails only. But 22% also offer facials and waxing.  Going forward, 16% believe the industry will expand into related beauty services like dry blowouts and lash extensions. Many nail salons also sell products to their clients. They report the most popular products are cuticle oil (52%), nail polish (41%) and hand/body lotion (36%).

About 17% of U.S. adults say they intend to pay for a manicure or pedicure in the next 6 months. This largely female audience, 82%, also skews on the younger side. About 64% of these audience members are under age 45. Nail salon clients are image conscious. At least 45% are fashionistas which is a much higher than average rate. In the next year, nearly half of these consumers will also pay for hair dying, permanent or styling services so nail salons may want to look into joint promotions with nail salons. Manicure clients also over-index in their intent to pay for cosmetics,  lingerie and perfume in the next year.  In the past 30 days, 40% of these consumers took action as a result of a newspaper ad (print or online) that they saw.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.