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