Helen Burton-Ward on maintaining nails & your business
By Sophie Nutt | 05 June 2020 | Expert Advice, Feature
Scratch Stars Natural Nail Specialist of the Year 2019 and CND education ambassador, Helen Burton-Ward, shares her advice to maintaining clients’ nails and your business while salons remain closed due to Covid-19…
Many of us will have lost a huge chunk, if not all, of our income and will have been inundated with questions form clients on how they can care for their nails during this time.
Helen Burton-Ward
When advising your clients, you want to give them the best possible advice but equally don’t want to put yourself out of a job. The answer? Retail! Ensure that home care products are readily available through you or, even better, your own online shop. Focus on products that will maintain the health and integrity of the nail. Cuticle oils, hand creams and home removal kits are this season’s must-haves and, of course, home delivery is essential!
Retailing these items may not simply be enough to encourage clients to buy them. They need to understand the benefits of their use. Demo’ing these products in short videos or pictorials on your website and social media platforms will really instil a sense of confidence in your potential customers, which may also result in new customers once salons are permitted to reopen – a win-win scenario!
I did a short Q&A on social media that saw viewers submit questions regarding beauty maintenance issues they were faced with during isolation. I had a fair number of questions and posted a detailed response on my Instagram and tied in retail products that can help solve their problem. From this, I gained £200 from retail sales in just one day.
Cuticle oils & hand creams
Cuticle oils differ from other body oils, as cuticle oil is formulated with long, thin, worm-shaped particles, which means it can penetrate and plasticise the upper layers of the nail plate. This helps to keep it healthy and flexible even when nails are bare.
The situation is fairly similar for hand creams, which are available unscented (ideal for those with damaged or broken skin) or in a variety of scents. Retail a hand cream that has the benefit of penetrating oils to help your clients to continue to see results.
As a nail professional, it is your responsibility to make an educated and informed decision into the products we retail to your clients. This dedication to providing clients with effective nail care solutions at this time may well be the financial answer your business needs right now.
Follow Helen’s natural nail care advice in her columns in Scratch magazine throughout 2020 and follow her nail journey on Instagram.