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Healthy Nail Salon program reports 200+ participating salons and strong campaign engagement
Summary
San Francisco’s Healthy Nail Salon program reported roughly 200 enrolled salons and described a multilingual May–July marketing campaign (≈$230,000) that generated over 5 million impressions, 74,000 clicks and heightened intent to visit certified salons.
Polly (Paolo) O’Hea, program manager for the Toxics Reduction and Healthy Communities team, introduced updates to the long‑running Healthy Nail Salon recognition program and a recent multilingual marketing campaign designed to drive customers to certified salons and encourage owners to enroll.
Min Thu Le described program operations: when salons meet criteria—safer products, better ventilation, and improved workplace practices—they receive recognition (window decal and plaque), staff training and certificates, and inclusion on the department’s online listings. Staff reported "a little over 200" enrolled salons in San Francisco and noted seven salons that have also joined the city’s green business program to pursue energy and water upgrades.
Jennifer Sung presented campaign metrics from a three‑month May–July effort with a budget of about $230,000. The campaign deliberately targeted San Francisco women ages 25–54 in English, Spanish and Chinese and concentrated in zip codes with the most certified salons. Campaign performance included 57,000 landing‑page visits, more than 5,000,000 online impressions and 74,000 clicks; the reported cost per click was $0.33. Pre‑ and post‑survey results indicated higher stated intent to visit a healthy nail salon after ad exposure.
Commissioners asked about the program’s total addressable market (staff said roughly 210 salons in the city) and whether the model could extend to hair salons; staff said research on safer hair products is underway and the department is exploring expansion opportunities.
Next steps: staff will continue recruitment, technical assistance, multilingual outreach, and a planned grant collaboration with the California Department of Public Health to test different ventilation units.
