Does your business cater to all ages of client? While you may know that your business is welcome to all, is this clear to others – and are you missing out on the benefits of treating mature clients?
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“It is incredibly rewarding to treat older clients, because having their nails done means so much to them, often as one of the only ways they can express their individualism and feel good,” says Scratch Stars Mobile Nailist of the Year 2022 & 2023, Clare Woodcock of The Nail Club, Sunbury on Thames. “I treat 96-year-old client, Gladys, and she loves that she can be bold with her nail style. She is often the first of my clients to try a new nail colour! Gladys has opted for shades that many clients aren’t daring enough to try, such as yellow and lime green.”
Clare Woodcock’s client, Gladys.
The health benefits that your manicure and pedicure treatments can offer to mature clients are invaluable, notes Ellie Fleming of Nails, Beauty & Training By Ellie, Hull, whose oldest client, Juliette, is 100-years-old. “For those who have reduced mobility, your services can help them care and maintain their hands and feet, when they are no longer able to do this themselves,” she says.
Ellie Fleming’s client, Juliette.
Nail & skin considerations
“When treating a mature client, a consultation is vital to ascertain any medications they are taking, or any health conditions they have, that will affect the way in which you perform the treatment and the products you use,” comments Scratch Stars Gel Polish Stylist of the Year finalist 2023, Charlotte Edwards of Nails By Charl Eds, Warwickshire.
“You need to remember that mature clients’ skin is often thin, and nails and cuticles can be dry, so I recommend using hydrating creams and cuticle oil in appointments, then retailing these for homecare use.”
One health condition that will affect how you carry out a mature client’s nail service is arthritis. “Those that suffer with arthritis in their hands struggle to paint their own nails, so nail techs are invaluable to them,” details Clare Woodcock. “The condition can make it trickier for clients to put their hands in a UV/LED lamp, so I take extra care in helping them get their positioning right within the lamp, to ensure a proper cure.” Ellie Fleming adds that heated treatments, including heated hand and foot masks, paraffin treatments and hot towels are enjoyed by her mature clients, and are particularly beneficial for those with joint pain and arthritis.
The client experience
“The mature clients that I treat tend to seek company more than young clients, so enjoy a chat,” reveals Scratch Stars Mobile Nailist of the Year finalist 2023, Quynh Nguyen of Tip To Toe, Lewisham. “As a mobile tech, I like to offer a self-care experience by chatting about their interests, telling them to sit where they feel most comfortable in their home, and encouraging them to wear clothing they feel most relaxed in.”
A gel polish manicure by Quynh Nguyen for one of her mature clients.
Beyond this, mature clients need to be accommodated in terms of salon spaces being accessible. “I ensure that if clients use mobility aids, their route to the treatment area is both level and offers enough space, before they can be made comfortable with extra cushions or supports, if needed,” shares Ellie Fleming.
Marketing matters
When marketing to attract mature clients, it’s important to consider which strategies will appeal to them and where they may notice your business. Quynh Nguyen tells Scratch that she has attracted her base of mature clients via word of mouth methods, as well as through local Facebook group adverts and recommendations.
For social media marketing, Clare Woodcock notes that you entice what you show. “Sharing images or videos of different types of hands shows that all clients are welcome at your business,” she says.
“Social media is full of model-like hands, but the majority of clients don’t have hands like that, and people like to see real people.”
“I’d thoroughly consider hand positions when trying to pose mature clients for marketing photos or videos,” adds Charlotte Edwards. “You may find some clients will struggle with certain poses due to conditions like arthritis, so find a comfortable position for them that still showcases their nails.”
An image of a mature client’s manicure, used to promote Charlotte Edward’s nail services.