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ADVERTISEMENT JANUARY 2014 WWW.NAILSMAG.COM CND is a trademark of Creative Nail Design, Inc. ©2019 Creative Nail Design, Inc. Creative Nail Design, Inc. ©2019 of Creative CND is a trademark آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ deterland.com w w w . JANUARY 2014 WWW.NAILSMAG.COM آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ deterland.com w w w . APRIL 2019 NAILSMAG.COM JANUARY 2014 WWW.NAILSMAG.COM Selling Clients on 4 Questions to Ask Before Buying U sells an Online Ad The Two Essential Steps for GOOD FOOT CARE آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ deterland.com w w w . ALL-IN-ONE crystal clear Eliminate the sticky mess. The perfect blank canvas for color .Brush-on application. application and detailed nail art آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ deterland.com wAVAILABLE w w . AT AUTHORIZED DISTRIBUTORS, OR CONTACT US FOR MORE INFO: 800.275.1111 ditch the pots and Tubes. SOAK-OFF SCULPTING GEL FOR NAIL EXTENSIONS self-leveling formula Easy to control, eff ortless application. .Reduces service time آﻣﻮزﺷﮕﺎه .fi ling needed آراﯾﺸﮕﺮی Lessدﺗﺮﻟﻨﺪ deterland.com orlybeauty.com/pro w w w . CONTENTS | April 2019 | Volume 37 | No. 3 FEATURES 40 Make More Money Without Spending More Time Learn techniques to raise the ceiling on how much you can earn per appointment. 46 Should You Run Paid Ads on Social Media? A salon marketing expert outlines four vital questions to consider before jumping into social media advertising, along with tips on where to put your 74 3020 marketing dollars for the best results. By Stephanie Mitchell TECHNIQUE 14 16 Demos: En Vogue 18 Behind the scenes of this month’s cover STYLE 20 24 Nail Art Studio BUSINESS 26 28 Crowdsourcing 30 Salon Profile: Ruchki da Nozhki Nail Lounge, New York 50 HEALTH 32 34 Healthy Tech Q & A: Michelle Shoemaker 36 A Day in the Life of a Nail Expert: IN All About Feet EVERY ISSUE 4 We Hear You 6 On My Mind 8 Nails File 13 Freebies 50 Reader Nail Art 52 Product Spotlight 56 Deal Sheet 63 Ad Index 64 My Other Life 16 COVER LOOK NAILS ANASTASIIA MOROZOVA | PHOTOGRAPHER VU ONG آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ MODEL CIARA PISA | PRODUCTS USED LECHAT deterland.com w2 w w . NAILS MAGAZINE | APRIL 2019 | www.nailsmag.com That's right! IT’S Your favorite Gelish and Morgan Taylor AS shades now come in, not two, but three diff erent formulas. EASY Matching shades give every nail tech and client a formula that AS meets their needs! Color Shown: Look At You, Pink-achu! 1,2,3! AVAILABLE at: | gelish.com | morgantaylorlacquer.com آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ 714. 773. 9758 | Made in the USA deterland.com© 2019 Hand & Nail Harmony, Inc. HM-9348 w w w . WE HEAR YOU WHERE IN THE WORLD IS NAILS MAGAZINE? Publisher Michelle Mullen [email protected] Executive Editor Beth Livesay [email protected] Senior Managing Editor Judy Lessin [email protected] I’m reading the December 2018 issue while waiting Associate Editor Katherine Fleming for my client. I like getting [email protected] updated on new trends Contributing Writers and products. Michelle Pratt, Sree Roy, Holly Schippers, Sarah Waite Elena Rabaza Guest Editor Valerie Ducharme Y The Retreat Salon & Day Spa, Art Director uiko Sugino [email protected] New Braunfels, Texas Graphic Artist Kandace Kuwahara [email protected] Media Operations Manager Carla Benavidez If you have a photo of yourself reading NAILS Magazine, send [email protected] it to [email protected]. Make sure to include your name, Production Coordinator Oliver Calonzo salon name, city, state and a brief synopsis of what’s going on [email protected] in the photo (where you are, what you’re there for, etc.). www.nailsmag.com/salonprofiles National Sales Shannon Rahn, (310) 533-2434 Clean Living [email protected] Get inspiration for cleaning and making over For subscription inquiries: your salon by scoping out (888) NAILS-44, [email protected] our Salon Profiles. Send business and editorial correspondence to: 3520 Challenger St., Torrance, CA 90503 (310) 533-2507 Fax www.nailsmag.com/pastels www.nailsmag.com Spring Has Chairman Edward J. Bobit (1961-2014) CEO Richard Rivera Sprung President Sherb Brown Peruse this list of pastel Chief Financial Officer Armand Del Duca nails for springtime CCO Cyndy Drummey inspiration. A BOBIT BUSINESS MEDIA PUBLICATION www.nailsmag.com/taxes Connecting Beauty Professionals at Every Stage of their Careers Taxation Frustration? Prepare for April 15 by filing correctly. آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ deterland.com w4 w w . NAILS MAGAZINE | APRIL 2019 | www.nailsmag.com cnd.com CND and BRISA are registered trademarks of Creative Nail Design, Inc. ©2019 Creative Nail Design, Inc. Nail Design, Inc. ©2019 Creative of Creative trademarks registered are CND and BRISA BRISA® Gel Sculpt, extend and shape for a natural polished look. NEW BRISA® OPAQUE SHADES. Cool Neutral Warm Pink Opaque Beige Opaque Beige Opaque آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ deterland.com w w w . ON MY MIND Competitive Nature ruth be told, I am a competitive person. I enjoy winning, whether it be board games, Halloween costume contests, or industry T awards. I know some of you in the nail world can be competitive as well, which is why there are so many fantastic nail competitions out there. I understand that this industry is relatively small, fostering competitiveness between most, if not all, of the nail manufacturers involved. That’s why I was overjoyed when nail icon Tammy Taylor joined me and the team at KUPA for a Facebook Live. The episode aired on NAILS’ and KUPA’s Facebook pages and discussed Taylor’s sponsorship of NAILS Next Top Nail Artist. On the air, Taylor attributed her willingness to come on KUPA’s show KUPA president Richard Hurter, to a desire to inspire nail technicians and keep them motivated. She Tammy Taylor, KUPA executive vice remembered doing nails for 14 hours a day and said that while she loved president Elaine Watson, and me. it, she could get so tired and needed excitement and motivation. “Nails IS a career!” said Taylor, who reminded the audience that in this field, a nail tech can do anything. “You can teach, you can have your own products, you can write books, you can do classes; it’s endless. There’s something for everybody,” she said. “When you think about it, this is probably the facebook.com/nailsmag only business in the world where women have no ceiling. You can go as far as you want.” @nailsmag It’s my hope that in going as far as you want, you remember to not put a cap on anyone else’s success. With salons located in close proximity @nailsmagazine to one another, it’s easy to fall into the trap of feeling competitive. Some great advice I was once given is that there’s room for everyone. I think nailsmagazine this echoes what Tammy Taylor is saying. I’m grateful that both she and KUPA could come together to promote the greater good in our industry. youtube.com/nailsmagazine I love that neither company saw themselves as a competitor of the other, and that we were able to have a conversation about the things that unite us. Yes, sometimes there is a need to compete, but it doesn’t have to eclipse the need to succeed. [email protected] Editor’s note: You can watch our Facebook Live with Tammy Taylor at www.facebook.com/nailsmag. آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ deterland.com w6 w w . NAILS MAGAZINE | APRIL 2019 | www.nailsmag.com light elegance WE’VE GOT GREAT CHEMISTRY BEAUTIFUL SCIENCE Pure and natural ingredients for healthy hands and feet. Q&Lu Spa Essentials, the new, all-natural spa line from Light Elegance, is the ultimate in self-love and care. Great chemistry combined with premium ingredients—no artificial dyes or fragrances—results in a soothing spa experience tailored for hands, feet and skin. Q&Lu products are the new standard for clean, honest beauty—plain and simple. آﻣﻮزﺷﮕﺎه آراﯾﺸﮕﺮی دﺗﺮﻟﻨﺪ deterland.com w w w . @lightelegancehq :: redmond, or :: lightelegance.com :: 541-526-1417 NAILS FILE Sarah Nguyen Named 2019 NAHA Nail Professional of the Year For the second year in a row, nail tech Sarah Nguyen of New York’s Ammon Carver Studio took the title of NAHA Nail Professional of the Year. The North American Hairstyling Awards celebrate the industry’s leading talent and feature 16 categories across hair, makeup, and nail artistry. The 2019 winners were announced in January 26 at ISSE Long Beach. “Thank you Ammon and Aida at Ammon Carver Studio, because if it wasn’t for them I wouldn’t have entered NAHA,” said Nguyen. “Being new to this profession and not knowing what you’re doing or where you’re going, it’s important to remember to just pursue your heart. I think that’s a beautiful thing.” For more information, visit www.probeauty.org. CND Celebrates 40 CND has officially kicked off its 40th anniversary celebration, which is set to last a full year, from April 2019 to April 2020. Since the 40th anniversary gift is a ruby, ruby red will be in abundance for the celebration. Anniversary festivities began in December with a photo shoot featuring CND co- founder and style director Jan Arnold in a corset made by The Blonds. The one-of-a-kind corset is made from nail tips painted in a CND Shellac red and finished with red crystals. The Blonds even included a kit of back-up nail tips in case the corset needed to be touched up if a nail fell off. Stay tuned to NAILS and CND for more anniversary news, events, and releases throughout the year.