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turn people into committed clients for all of their beauty needs," she explains. "You have the ability to turn skincare clients into nailcare clients, and vice versa." And, thanks to the relatively low cost of nailcare services and items, they make for great "impulse buys," according to Amos Lavian, president of Dermelect. ©ISTOCKPHOTO.COM POINT OUT THE RIGHT LINE HAND CREAM SWEETSMELLING SELLER Maybe you're already using and retailing some nailcare products, or perhaps you're new to the segment, and have heard excited boastings about certain players in the industry. In any case, do your research. The products you retail should reflect your spa's image and truly benefit your clients. Are your spa's guests most interested in high-fashion trends? Organic approaches? Medical-grade solutions? Start by looking at any nail lines your current skincare vendors offer, as double dipping can save you money and help you benefit from clients' established brand loyalty. "It's important to choose products that resonate with the spa's overall message," Freund says. "Research the products, distributor and manufacturer before purchasing to make sure they will be able to take care of your unique needs." Lavian suggests mentally answering the following questions before selecting a line: • Does the brand share the same principles of care as your spa? • Does the brand's image mirror your spa's image? • Where are its products currently distributed? (You'll want to make sure the brand is spa-specific, so you're not competing with the corner drugstore.) "Try the treatments and ask yourself, 'Would I use this?' and more importantly, 'Would I pay for it?'" advises Lavian. Sometimes, connecting the dots between your existing skincare and potential nailcare offerings comes down to the ingredients you're already utilizing in face and body treatments. "Lines that are mission-aligned on quality, ingredient integrity and performance are proven to work most harmoniously," points out McCullough. dayspamagazine.com/freeinfo • Use FreeInfo #42 dayspamagazine.com | FEBRUARY 2013 91