I need to comment here I think!:| We have had such discussions before regarding the worth of a product when it jumps from the realms of professional to consumer! To make it 'consumer' you basically want and need to sell it in EVERY outlet possible so as many
'consumers' can get their mitts on it as possible so that the distributor can make as much money as possible! You may also start advertising in the consumer magazines!
As professional nail teks we will all harbour our own opinions of this; when it comes to OPI, I would naturally assume that Lena White Ltd saw this as a lucrative move - this is NOT wrong on their part but
will affect how
some of their customers view the OPI brand! Now we will just clarify that OPI Lacquers are the very same in the salon as they are in Boots!
OK that done - what we are looking at is the 'perception' of what the professionals think; let's not forget that consumers don't care as long as the product they are buying works - hell, I bought a small pot of Creme de la Mer at £75 (pure madness) knowing that what I was told of the miracles it would perform was probably BS but it made me feel good and that's what consumers WANT - to feel good about themselves!
The professionals (as some have stated) don't want to buy in a product for their PRO salon environment that the 'consumer' can buy for much less down the road or on QVC - hence why the OPI enamel (which we were discussing originally - NOT because I am dissing a competitor) is now looking less professional- even though it's the same thing! As professionals, it is our job to persuade our customers as to why a professional enamel is better than the ones in Boots - if you are using a same line but charging £5.00 more - you have a much more difficult job on your hands!
A while ago I was asked to appear on QVC with various CND products and I declined - I didn't want to dilute the 'brand' that we have spent 15 years branding and upset our loyal customers who buy the brand because it is 'professional'! I hope this is making sense here!
Everyday my job is to make sure that consumers see and hear as much as possible about the Creative brand
without advertising or selling in boots! I do this to to gain brand awareness to get customers through your doors - we don't want to sell direct to the consumer customer - we want them to have a salon experience with you!
I would appear on QVC with other products and there are certain places that I would LOVE to have CND Solar Range etc sold in...just not Boots :lol:
Thanks for reading!