UV-Protective Nail Topcoats

by Wendy Craft

Nail industry experts agree that nails are a woman’s greatest fashion accessory and one noticed first during a handshake or introduction. Additionally, statistics reveal that more men are realizing the importance of nail-care and opting for manicures and pedicures as part of their personal-hygiene regimen.

“Nails are a reflection of a person’s style and individuality, which is why it’s very important to protect your nails and your investment,” says Suzi Weiss-Fischmann, executive vice president and artistic director of OPI Products, Inc. “There’s nothing more distracting or unattractive than yellowing nails.”

UV-protective topcoats are a necessity for tanners who regularly maintain their nails because they essentially serve as nail SPFs to prevent discoloring.

“Using a sunscreen on nails will prolong a customer’s manicure and pedicure, ensuring that the original nail lacquer or treatment color stays true,” says Becky Fulmer, vice president of marketing at Orly International, Inc.

Essie Weingarten, president and founder of Essie Cosmetics, Ltd., agrees that UV light affects nail-polish color. “If you have a regular manicure without a special UVprotective topcoat, the light will oxidize the polish color,” she says. “If you don’t have a color and you just have a regular base coat and a topcoat, it will oxidize as well and really turn the nail yellow.”

While Essie Cosmetics’ nail polishes are infused with UV absorbers, it isn’t enough to protect the colors from fading. “If more absorbers are put in polish, they break down the formula,” Weingarten says. That’s where UV-protective topcoats come in. “Our topcoat contains a UVA-and UVB-absorbent protectant that prevents the nail color from oxidizing,” she adds.

According to Tam Tran, co-founder of Anise Cosmetics LLC, there are many types of pigments that need to be blended together when creating a color. Nails can yellow in the lighter pastel shades and in the colors used in French manicures because the pigment used to create those colors is so small. She also cautions that darker-colored nail polishes also are affected by UV light.

“If you wear a dark burgundy red, it turns like a brown, tobacco red, and if you wear a bright red, it turns an orange-red,” she says.

Heat also can play a role in making nails susceptible to UV damage. Tran advises tanners to use a silicone-based topcoat that resists heat and is loaded with sunscreens. “Anyone who wears acrylic nails knows that if you expose your nails under UV rays for a long time, they turn yellow and crack,” she says.

Tanners who use tan accelerators and lotions also can benefit from the use of a UV-protective topcoat. According to Gari-Dawn Tingler, director of education at American International Industries, tanning lotions can leave a light, nearly undetectable film on the nail that can cause nail yellowing.

Selling UV-protective topcoats at the tanning salon provides an immediate solution to customers and keeps their retail dollars in the tanning salon and not the beauty store down the street.

“UltraTan benefits by marketing the UVprotective topcoat because it gives us the opportunity to provide those types of products that our customers normally would purchase from their nail technician,” says Heather McCullough, advertising coordinator for UltraTan, Inc. in Greenville, S.C.

“It decreases their visits to their nail salon or the amount of time, effort and money they put into polishing their own nails,” Fulmer adds.

Years ago, UV-protective topcoats were not available to the consumer who went to tanning salons, Weiss-Fischmann says. “With all of the new technology today, these things are available, and I very much recommend that they take advantage of it,” she says.

“By purchasing your own bottle of UVprotective topcoat, it will only cost you pennies per tanning session to use because the bottle will last a couple of months,” McCullough says. “We have had a lot of success with selling this product because most tanners are interested in protecting their nails.”

Tanning salon owners should consider the placement of the UV-protective topcoats within the salon and the way they retail them. Placing the UVprotective topcoats near the point of purchase is a great way for an add-on sale.

Andrea Helsley, owner of Extreme Tan in Winchester, Va., reminds salon owners that topcoats don’t just sell themselves. It’s up to salon employees to initiate nailcare discussions and educate customers about protecting their nailcare investment.

“If your customers have painted nails, then be sure to recommend the product,” she says. “Make sure the product is visible to the eye, and that you’re paying attention to whether the customer can see the product.”

Experts also agree that salon owners should approach marketing this type of product just as they do their tanning lotions, accelerators and eye shields. For example, the salon could offer a UV-protective topcoat to entice customers to purchase tanning packages. Allowing tanners to try the product before a tanning session also may stir interest. After the session, the client will be able to see the results and may be more inclined to purchase a bottle on the spot.

“The confidence is there—that’s it, they’re sold,” Weingarten says. “If the salon displays something well, it’s going to sell, and it’s only profit.”

Marketing UV-protective topcoats in an area that is convenient for the customer and following up with suggestive selling can increase add-on sales opportunities and repeat business. The benefits can boost customer loyalty while also providing a product that saves clients money and time.