WEST NYACK, NY — For those on the run, there is now a nail salon just for you.
This story first appeared in the September 27, 2002 issue of WWD. Subscribe Today.
Dashing Diva, a full service salon with a vast selection of retail merchandise, has two locations: the Palisades Center Mall here and the Galleria Mall in White Plains, N.Y.
Situated in the mall courts, Dashing Diva, a self-described nail boutique, is an open-air kiosk, designed for easy access and quick, in-and-out service. Offerings range from full salon treatments like manicures, at $10, to pre-decorated tip application, $45, to gel nails for $75. Dashing Diva emphasizes its expansive array of pre-decorated nails — 350 styles — that can be applied at the kiosk or taken home for self-application. Options range from single color and French designs to multicolored looks with gemstones. Prices average $5 to $15 per kit. There is also a vast selection of nail enamel and treatment items at $5 a bottle, and manicure kits for $1.50.
Its corporate parent, KMC Inc., the manufacturer of mass-market artificial nail brands such as Broadway and Kiss, has plans to franchise the concept and will be presenting the business for the first time at the International Beauty Show at the Jacob Javits Center in March. For nail technicians who want their own businesses, the Dashing Diva kiosk is modular and can be expanded or contracted to fit individual business needs.
Rita Brown, regional manager for Dashing Diva, describes it as a “full service salon environment in a kiosk setup.” She stressed that the mall sites are “completely hygienic.”
Brown said Dashing Diva encourages women to frequently change their nails to match their outfit, mood or activity. With hundreds of nail styles and various treatments to choose from, she said, “Why are we locked into what we do or how we wear nails?”
Despite the emphasis on quick service, said Brown, “we don’t skimp on the hot towels or the hand massages.”
To keep customers coming back, Dashing Diva has the Nail Club, which offers benefits such as a free set of nails at every sixth purchase of a product or service, along with other promotions and benefits. The Manicure Miles program enables shoppers to earn benefits for frequent nail purchases. And shoppers who stop by between 10 a.m. and noon will receive a free cup of coffee with any manicure. For gift givers or those seeking more convenience, there is Nailscriptions, a monthly mail order program.
Dashing Diva also has a Web site — dashingdiva.com — which explains the services offered, provides instructions for at-home applications and serves as a shopping site.