Perceived value

For a very long time now, I've felt like something was wrong with my beloved nail industry. I couldn't put my finger on it because there are so many things in this great big nail world that need change. But the thing that  strikes me as most odd, is the value that manicurists place on themselves- or rather- lack of value.

Now when I say these next things, I hope that others in the beauty industry are not offended because I'm only using them as examples, so here it goes.

I have clients that will pay $200 to have their hair colored and cut. I personally have paid $120 for a massage, and my dear friend offers facials starting at $85 (to wash my face!) I'm shocked at these prices. Not because of the price per-say, but because of the perceived value.

My hair looks great, my skin glows and that pain in my neck is gone...for a while. So when people baulk at $45 for a fill, I have to wonder why?

"Oh! I only pay $8 down the street."

And yet- my hair grows and must be maintained. If I personally don't ex-foliate my face at least every other day, my skin dulls in a week and the fantastically relaxed feeling I get from a great massage only lasts till the next stressful event. But most pay these prices without complaint.

 It seems to me that the perceived value comes in part from the length of time that these services last, 4-6 weeks in most cases. Or the other thing that plays an important role in whether a customer will pay a price or not is (believe it or not) location. Say a spa or upscale salon with a fancy name on it. As if your physical location has anything to do with quality or talent.

Now I know that these prices are at the top end, where we all strive to be right?, but let's look at the time frame aspect. If we break the price down to a $$ amount per week this is what we get. A $200 hair "do" that lasts 6 weeks = $33 per week. $120 massage at 4-6 week intervals = $20-30 per week. An $85 facial every 4 weeks = $21 per week. With this price ratio in mind, if great nail enhancements are on the same level, customers should be prepared to pay $20-30 per week for nails. Or should I say, manicurists should be charging $40-60 for nail enhancement maintenance every 2-3 weeks.

I do not wash dishes with my hair or dig in the garden with my face. Not to mention all the other things that fingernails do. So why would any customer think that they should be able to have good, durable nails, that actually enhance their hands for dirt cheap? I have even heard manicurists say; "I can't charge that! I wouldn't have any clients left!"

And I say "Why not?"

I have to ask myself what's going on here? Where is the perceived value?

Food for thought...