Oddly enough, I have found that the target market is NOT the fashionistas that you might expect. Fashionstas like to change polish and colors every few days and so they are not really candidates for Shellac (Vinylux, yes!)
We've successfully marketed Shellac to busy women who want a great look with low maintenance - mothers, professional women, students, even. Also, to natural nail folks by promoting the damage free attributes of Shellac and other gel polishes.
I think the best market for Shellac, albeit a difficult market to address, are women who do not get regular manicures (80% of women!). By solving two of the biggest complaints they have 1) the longevity of the manicure and 2) the length of time it takes to dry, gel polish can bring them back into the salon.