Recently, nail art has been one of the fastest growing industries as women have become more interested in their appearances. With more people interested in nail art, it has become very crucial for success to developed new materials and designs which are differentiated from the previous ones. The purpose of the study is to investigate the factors that affect customer intent to use the nail art service by looking into the effects the traditional nail art characteristics on customer intent to use the service through providing pleasure and value that increase preferences. The results of the study is materials and designs of the traditional nail art showed a significant effect on experiential value but not on pleasure. The results showed that the traditionality of the traditional nail art did not bring pleasure but it led the customers to perceive value through experience, which might be due to the customer perception that put more weight on cultural value. Lastly, preferences for the traditional nail art significantly affected future use intent, this shows that stronger preferences lead to higher future use intent. Therefore, for the traditional nail art industry it will be important and effective to enhance customer preference by emphasizing the different characteristics of the traditional nail art from those of the ordinary nail art, such as its pictorial traits.