Focus 2000

Focus 2000
What's In A TINGLE?

by Donald L. Smith

This is the first of a series of articles that will examine equipment and lotion issues of interest to tanning salon owners. This installment will discuss tingling and bronzing lotion products and the important role that tanning salon owners can play in helping their clients take better care of their skin.

Tingling Lotion Products

When the first of the so-called tingling lotion products were introduced a decade ago, no one had any idea how popular this concept would become. Today, almost every major lotion company has one or more tingling lotions in their line and there is no reason to believe that the sales of tingling lotions will not continue to increase.

How do tingling lotions work? Most manufacturers of tingle products state that the active ingredient stimulates microcirculation as a means of enhancing the tanning process. Since microcirculation is defined as the flow of blood in the entire system of smaller vessels (100 microns or less in diameter) of the body, tingle ingredients must increase the flow of blood in the small blood vessels (the microvascularature) that are the closest to the surface of the skin.

But how do they really work? Any substance that irritates the skin can cause an increase in the microcirculation in the blood vessels closest to the skin. Both an increase or a decrease in temperature and friction (rubbing) also can increase blood flow to the skin. The most common cause is a topically-applied substance and this includes the application of a tingle lotion product. If the tingling action takes place in the absence of light, the substance is classified as an irritant, and if light is required to cause the reaction, it is classified as a photoirritant. In most cases, this latter definition is correct in the case of tingle lotions. That is why it is recommended that a client apply a small amount of lotion before tanning so that individuals who are most reactive to a tingling ingredient can be identified and discouraged from using the product. Likewise, salon owners should recommend that clients apply a tingle product the first time they tan on a small area of the body and see if the reaction can be tolerated. Then, if no problems have been identified, the client can use the tingle lotion with confidence.

In addition, most tanning salon owners have learned the hard way that not all clients can use every brand of tingle lotion that is available. A client may do well with one brand and then have an unpleasant reaction when they switch to another. The only way to prevent an adverse reaction is to test the lotion as described above.

What ingredient or ingredients cause the tingle to occur? Most lotion manufacturers are reluctant to disclose the secret of their tingle ingredients; however, a review of their labels show that nicotinate, capsaicin, capsicum, niacin, vitamins and spices like nutmeg are used to cause the tingling effect.

Most lotion manufacturers recommend that clients alternate between tingle and non-tingle lotions and salon owners have found that clients appreciate this recommendation. In addition, the use of an after-tanning product can help clients to cool down after using a tingling product. Additionally, the routine use of an after-shower moisturizer also should be recommended to all clients. Presented correctly, tanning salons can sell a package of four products (tingling lotion, non-tingling lotion, an after tanning product and a moisturizer) instead of just one.

Bronzing Lotion Products

We must differentiate between self-tanning products and "bronzing" lotions even though they may use the same ingredients because there is a marked difference in the concentration level of the active component.

Self-tanning products are the only means by which a phototype 1 individual can look as if they are tan. These products are designed to be applied over the whole body and, after a period of time, to cause the skin to attain an artificial tan color. They are not designed to be used in conjunction with a tanning unit and the artificial tan produced has little if any ability to provide protection against UVR-induced erythema (sunburn).

A bronzing lotion, on the other hand, is designed to be used in conjunction with a tanning unit and the artificial color produced helps the client see results faster than they will without using a bronzing lotion. Therefore, these lotions can be very effective in helping new clients get off to a good start in your tanning salon.

How do "bronzing" lotions work? When certain ingredients are added to bronzing lotions, they react with dead cells making up the top layer of the skin to create the desired color. This reaction is temporary and it will only last for two to four days before the artificially-colored cells flake off.

What ingredient or ingredients cause the bronzing reaction? Once again, most manufacturers guard the secrecy of their ingredients; however, the package labels show that various fruit acids and chemicals such as DHA (dihydroxyacetone), which is an extract of sugar cane, are used.

Much like tingling products, most tanning salon owners know that certain brands cause the hands to turn orange and clients understandably are not pleased with this result. Salon owners might try keeping a bottle of baby wipes in each room and instruct clients to wipe off their hands after applying a bronzing lotion. Other clients have reported that certain brands cause staining of their clothes.

What does the future hold for bronzing agents? Since most (if not all) clients of indoor tanning salons are impatient to see results, there is reason to believe that bronzing lotions are here to stay. Most salon owners will find that bronzing lotions help new clients get off to a better start.

One interesting development this year is the number of new lotions that offer both tingling and bronzing in the same package. Clients looking for the dual benefits of tingling and bronzing in their lotion products might be interested in trying these new combination products.

In addition, many salon owners have found that clients who use a moisturizer containing L-tyrosine every day after they shower seem to develop and maintain a deeper, darker and longer lasting tan. Remember, clients can purchase a moisturizer at a number of different retail areas that most often will cost less than one sold in the salon. Thus, in order to convince the consumer that your product is better, you must sell them on the fact that mass-marketed moisturizing products don't help them tan. Merchandising experts call this differentiating your product, and once salon owners are able to do so, clients are more likely to purchase a moisturizer at the salon instead of at a local convenience store.

Total Cosmetic Beautifying Skincare

Many lotion manufacturers believe that indoor tanning salons are in a perfect position to offer their clients a total cosmetic skincare consulting (TCSC) service. After all, clients come to the tanning salon because they want to look their best and salon owners can provide them with products that they can use at home and at the salon to reach this goal. Salon owners must never forget that the indoor tanning business is, at heart, a vanity business, and our job is to help clients attain and maintain the mental image that they have of themselves.

In order to offer TCSC to your clients, you must offer and display a full array of products including:

• Indoor tanning lotions;
• Moisturizers;
• Sun protection factor (SPF) products (sunscreens);
• Sunless tanners;
• Specialty products (Cleaning, exfoliating, toning and misting products);
• Bath and body products;
• Hair care products;
• Vitamins and minerals;

In order to properly display TCSC products, salon owners must choose a lotion manufacturer that offers a complete line and ask them for assistance. Salon owners may be surprised to find there is a lot of help available from both manufacturers and distributors since they don't make money unless you do and, therefore, have a vested interest in helping you succeed.

Another inexpensive way to learn how to market TCSC products is to visit an upscale department store and look at how they display and sample their products. In addition, clients want to smell and feel TCSC products so it is important that salon owners have a product sampling display on the counter. For example, display a zip-lock bag of moisturizer on the counter and instruct clients after tanning to apply it after they have taken a shower. This practice alone has been proven to be successful and may increase your moisturizer sales.

Although women spend more money on TCSC products, men rapidly are discovering the benefits of taking care of their skin. It may come as a surprise to women reading this article, but men want to look their very best too. Currently, not much is offered by lotion companies for men; however, this oversight will be remedied within the next year or two and we can expect to see TCSC products specifically designed for men.

Ask yourself this question: If setting up an attractive TCSC counter display and talking about total cosmetic skincare to your clients every visit could, over time, result in a profit of $500 or more every month, would it be worth the required investment of time and money? I think you will agree that another $6,000 in additional profit each year in each salon would be welcomed by most tanning salon owners. Moreover, who is better positioned to advise your clients regarding a total cosmetic skincare regimen than the salon owner? Don't let this opportunity slip away to help your clients look their best.

The next issue of Focus 2000 will take a fresh look at the scientific aspects of high-pressure tanning and the surprising results may cause you to take another look at this tanning modality.