Nail Design as Self-Expression: Nataliia Zapara Explores American and European Approaches

The article examines the phenomenon of nail design as a form of non-verbal communication and self-expression in modern society. A comparative analysis of the dominant approaches to nail art in American and European cultures is conducted, their stylistic features, technological preferences and socio-cultural determinants are revealed. The theoretical foundations of the perception of nail aesthetics are considered through the prism of fashion psychology and identity studies. Practical aspects of the work of a nail artist are analyzed in the context of various cultural demands of clients. The thesis is substantiated that the choice of manicure style reflects not only individual preferences, but also broader cultural values ​​and trends. The results of the study can be applied by nail artists to improve the quality of customer service taking into account cultural characteristics, as well as by marketers and analysts of the nail industry to understand regional market trends.