"With so many looks that you can play with for relatively little expense or commitment, it lends itself to being a DIY treatment," Grant explained.
Simpkins said that although the salon's nail services are popular, he has noticed some customers are looking for ways to save money and opting for long-lasting gel manicures to reduce salon visits.
"Some women who used to come every Monday now come maybe every other Monday," he said.
Grant and Simpkins also think women are aiming for value.
"A bottle of nail polish can last a month or two at least," said Grant. "If you go out to dinner, you only get one night."
Grant also noted the capacity for growth in the nail cosmetics market, which she said is larger than for other colour cosmetics.
In 2001, when lipstick sales shot up former Estee Lauder chairman Leonard Lauder coined the term "lipstick index" to describe the increase in demand for lipstick after the late 1990s tech bubble burst.
"The size of the market is burgeoning, and there's a huge opportunity for doubling or even tripling growth," Grant said of nail cosmetics. "It's like lipstick 10 years ago."
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