Features of Promoting a Manicure Studio Under Conditions of High Competition

Under conditions of a highly saturated beauty services market and the simultaneous complication of consumer demands the issue of constructing an effective promotion strategy for manicure studios acquires critical significance. The aim of the study — identification and systematization of fundamental characteristics and the most emergent approaches to promoting manicure studios in conditions of acute competition. The methodological basis of the work is founded on a systematic review of specialized scientific publications and analytical reports on service marketing for the period 2021–2025 ??. as well as on the integration of extracted empirical data for the construction of a comprehensive promotion model. The results of the analysis established that sustainable competitive advantage cannot be ensured through the use of fragmented marketing tools. On the contrary a synergistic combination of digital channels (SMM, targeted advertising, proactive online reputation management) and offline components (high level of service, studio atmosphere, loyalty programs) is required. On this basis an original integrative model is proposed demonstrating the interrelationship between the quality of online presence, the offline client experience and proactive reputation management as key pillars of long-term development. In conclusion personalization of communications and a focus on retaining the existing client base exert a more substantial influence on business sustainability than aggressive acquisition of new visitors. The presented conclusions may be valuable for owners and managers of beauty enterprises, marketers as well as researchers investigating marketing practices in the service sector.