Pulse Legacy Archive December 2011 | Page 50

voices Promoting Personal Maintenance That Supports Industry Growth A Closer Look at ‘Home Care’ vs. ‘DIY’ Home Treatments BY SHEILA FREDRIKSEN SHEILA FREDRIKSEN has been a licensed manicurist since 1997, specializing in a natural approach to hand foot and nail care. She is the mastermind, creator and CEO of NONTOXIQUE professional holistic skin care for the hands, feet and nails, the first 100 percent active natural skin-care line for manicurists. She is motivated to educate spas, manicurists and the media on the importance of the hands and feet, the value and benefits of proper spa and home care, and providing accurate information that helps bridge the gap between those who report and those who serve in the spa. She is a member of the International Spa Association, the Professional Beauty Association and is based in Minneapolis, Minnesota. 48 PULSE ■ December 2011 I t’s hard enough in today’s economic climate to stay afloat, let alone thrive. And for one area of the spa/salon experience, some of us who hold the title “manicurist” feel undervalued especially amidst media-driven “Do-It-Yourself” (DIY) home treatments in the name of saving money, doing a better job than the professional, or suggesting professional nail services are just not safe. While DIY is not exclusive to hand or foot treatments, a lower-value perception—due to a lack of understanding and education of the hands and feet—make this specific area of service the primary target for media-driven DIY instruction. After conversations with manicurists across the country, there is one thing many of us agree on: Promoting DIY undermines the credibility, importance, safety and value of professional treatments, particularly in our area of service. This leads us to the big question: Why doesn’t the media partner with licensed, credible manicurists for consumer home care tips that are accurate, safe, productive, and that support what we do, not devalue it? ADDRESSING CONCERNS STARTS WITH US The idea behind spa treatments is that they provide value and enhance the well-being of the client, no matter what the treatment may be. After all, spa treatments with licensed professionals mean clients receive customized expert care backed by education and according to their needs, right? In theory that would be correct, but after speaking to Janet McCormick, a licensed nail technician since 1980, esthetician since 1993, industry educator, and a prolific writer of many industry topics with over 300 articles behind her, that is simply not the case. According to McCormick, “The top reason consumers follow DIY treatments over professional is economic.” But it goes much deeper. She adds, “It’s about education.” Although DIY instruction is too general to be considered safe for everyone, the major gap in education and sanitary protocols in the nail department, mixed with bad press, make it easy for consumers to feel they are better off tending to their own hands and feet at home.