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#CementTheDeal #OPI #Shellac

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Shellac Nails

This past weekend was my oldest brother’s wedding, which was thrilling and gave me an excuse to get my nails done at the salon! In my Chaldean culture, which is a Catholic section of individuals from Iraq, it is a cultural norm (Babin, Harris 2016) for women to get their nails, hair and makeup done before any huge occasion such as a wedding. I love when I am able to get my nails done professionally. The huge selection of colors and precision technique makes me feel confident. Before I decided where to get my nails done, I consulted with my reference group of friends; they recommended that I get my nails done with Helen at 90’s Nails. My reference group is extremely influential in my decision making process (Babin, Harris 2016). Therefore, I immediately made an appointment with Helen!  

Saturday morning upon entering the salon, I was greeted by the owner, Han, who directed me to the huge array of colors. I was debating what color to get until, I set my eyes on the “Cement The Deal” OPI color. It was the perfect color match to my heather grey bridesmaid dress. Also, the grey tone is a wonderful fit for fall because it plays on the natural autumn colors.

As I got comfy in Helen’s chair, I noticed I had bitten my nails down to the nub which is not always the cutest look, however, I knew Helen would be able to fix my nails! As a nail bitter, it’s always a bit challenging to find a nail polish that will not chip off while I am nervously taking exams or other anxiety driven tasks. She recommended that I get gel extensions and shellac. Gel extensions are a fake nail tip added to nails for length and shellac is a chip free gel polish that can last for weeks and still look glamorous. Needless to say, I was elated she had an option for me! I work in a dining hall, therefore, I am always using my hands. Shellac is a long lasting alternative to regular nail polish that traditionally chips rather easily. In this situation, my decision making process was highly reliant on social power, specifically, expert social power (Babin, Harris 2016). Helen’s expertise in the art of nails and knowledge on long-lasting polishes made me trust her advice 100%.

Shellac nail polish holds both hedonic and utilitarian value in my life. Hedonic value is present because getting shellac nail polish provides me with instant emotional gratification (Babin, Harris 2016). In other words, I feel good when my nails are done! Self-esteem is a huge factor in my product purchase as well (Babin, Harris 2016). I want to purchase products that lead to positive feelings about myself. As for utilitarian value, I was in search of a nail polish alternative that would look amazing but last a long time, which is exactly what the shellac provided me with.

Following my appointment, I was an extremely satisfied customer (Babin, Harris 2016) which prompted me to post a picture of my dazzling nails on my Snapchat Story (See Picture Above). I was unintentionally advertising via social media, which is known as social media marketing (Babin, Harris 2016). Following my post, many of my friends snapchatted me how much they loved my nails and requested Helen’s info! Word-of-mouth advertising via social media was a play here because potential customers learned about a product and service through first hand experience (Babin, Harris 2016). Needless to say, I will be going back to visit Helen soon!

See Link Below for More Information About Shellac Nails from Westend Hair Salon! (https://www.youtube.com/watch?v=QyibPMwr9_4)

References:

Babin, B. J., & Harris, E. G. (2016). CB7 (7th ed.). Boston, MA: Cengage Learning.

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#ShellacNails

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Undercover Colors

1 in 3 college aged women are date raped (CDC, 2012). I have three roommates, does that mean that one of us will be date raped while in college? Protection from sexual assault is an issue that college campuses across the nation struggle to solve. Seminars on rape culture and bystander intervention are common approaches that college campuses take to tackle this issue. But are these methods actually effective? How can women protect themselves from sexual assault? This question rings through my mind especially as a young woman in my twenties, I find myself at parties or bars every single weekend. How the hell would I know if someone slipped something into my drink? When I wake up and cannot recall the night? These questions resonate with four male college students from North Carolina, who created Undercover Colors Nail Polish. This innovative product can detect if drugs such as ketamine, ecstasy, and other 'roofies' are present in drinks. With a simple stir of a finger, the color changing technology will change colors if the drink has been contaminated with the date rape drugs mentioned above.

This beauty product differentiates (Babin, Harris 2016) itself from any other product through their ease of usage and discreteness. Other products on the market, such as drug test kits, are timely, non-discrete and complex to use. Undercover Colors is transforming the dialogue around sexual assault. On their Facebook page they released this as a portion of their mission statement “we hope to make potential perpetrators afraid to spike a drink because there’s now a risk that they can get caught. In effect, we want to shift the fear from the victims to the perpetrators” (Undercover Colors, 2014).

The company’s “word-of-mouth” advertisement (Babin, Harris, 168) is highly effective at spreading their goals and motivations for creating this product. This product is highly relevant to all women who are at risk for sexual assault, which makes women, as a whole, brand ambassadors (Babin, Harris 168). Ever since the company announced their research into this nail polish innovation, multiple blogs, Twitter posts and Facebook comments have been raving about the future of this product. The usage of social media allows users to give personal commentary of the product, which shapes the brand that centralizes on a narrative of women empowerment (Babin, Harris 2016). Undercover Colors specifically capitalized on buzz marketing and viral marketing (Babin, Harris 169). Buzz marketing is when the brands efforts are centralized on existing customers to share information pertaining to the product. Viral marketing is when customers use online technologies to facilitate WOM advertisement (Babin, Harris 169). The buzz and viral marketing technique duo is an essential facet of how Undercover Colors is receiving funding for research to get their product on the market, without it this product would have been non-existent.

Dateline ABC reported on this brand and raves about how this innovation to the beauty market will revolutionize the social structures surrounding sexual assault. (See Post Below: https://www.youtube.com/watch?v=S9A2aVC-d1s). In months to come, the nail polish will be released and we will see if it truly makes a push to lessen the numbers of sexual assault on women.  

References:

Babin, B. J., & Harris, E. G. (2016). CB7 (7th ed.). Boston, MA: Cengage Learning.

Centers for Disease Control and Prevention. (2012). Sexual Violence. Retrieved from https://www.cdc.gov/violenceprevention/pdf/sv-datasheet-a.pdf

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Static Nails

Static Nails are “the world’s first reusable manicure”(http://staticnails.com/). The reusable feature differentiates itself from any other at home acrylic nail manicures; from a consumer behavior viewpoint, this heightens the brand’s likability factor. The brand markets itself as a high-quality product. Static Nails sell on average for $38.00 per pack. As a customer, I place value on the quality of the product and just from the packaging, it is clear that this manicure set is dazzling. 

When you open the package of nails you are provided with a cloth baggie of beautiful nails with three statement nails as well as nail glue and a mini nail file. 

Application of Nails: Multiple nail sizes to choose from which made the application process simple and custom to each person. You must use a generous amount of glue, however, if you apply to much glue it will seep onto the nail and tarnishes the top gel coat.

4 Days & 12 Compliments Later: Nails are still in perfect condition, and are intact strongly on the nail. I have had no trouble doing daily activities. I wear contacts and I have not had any difficulty putting in/removing my contacts!

I originally, purchased this product to feel confident showing off my nails. Overall, this product definitely holds hedonic value, which is formally defined as “a drive to experience something personally gratifying”  (Babin & Harris, 2016). 

I can see myself wearing these nails again in the future and I can because they are reusable! 

Citation: Babin, B. J., & Harris, E. G. (2016). CB7 (7th ed.). Boston, MA: Cengage Learning.