Protect & Surf

Protect & Surf
Companies add SPFs to capture year-round tanning market

by Hollie Costello

When the days of summer roll in and the heat index rises above legal limits, people start to consider the protection afforded by a good Sun Protection Factor lotion (SPF for short). Smart salon owners are recognizing this need and, with the help of the indoor tanning industry lotion manufacturers, are providing quality, salon-exclusive SPFs to augment the line of lotions clients currently use.

Just Released

Once the winter doldrums are over and the spring season has warmed the days and nights, people start to look forward to summer. The season strikes a cord of freedom for most people--born from years of school breaks and family vacations--meaning more time is spent outdoors.

However, all that fun in the sun comes with a price. Tanners know the sun is a strong element, unable to be gauged and unable to be controlled. That is why many indoor tanning lotion manufacturers are now including SPFs within their lines--to protect the skin from uncontrollable ultraviolet radiation and to keep tans looking smooth and even.

"We believe protection is a huge part of skincare," says John Alexander, vice president of Supre, Inc., a Dallas-based lotion company. "That is why we started to sell SPFs and continue to develop new products, like the Coco Beach SPF 15 Lip Balm."

Inge Glees, director of marketing for Scottsdale, Ariz.,-based John Abaté International™, says the company also recognized the client's need for quality skincare and part of any skincare regime is sun protection.

"It always has been our mission to take care of our customer's skin while they're tanning indoors, so it was a logical progression to create outdoor protection products that do the same thing," she says.

In addition, Glees says the company no longer notices SPFs as a seasonal market--in fact, sales have been strong all year, winter through summer.

"People vacation throughout the year and participate in outdoor sports year-round," Glees says. "That creates a need for SPF lotions in every season."

The Truth and Only the Truth

Retail stores offer a very competitive market when it comes to SPFs and with so many options available, an in-salon sale may come down to when the idea to buy a SPF was brought into the customer's mind.

"Salon owners need to ask questions and make quick recommendations in order to capture the sun protection market," Alexander says. "Salon clients who are going on vacations to tropical destinations or are planning on spending longer days at the beach--after you know what their plans are regarding indoor tanning, you can suggest a plan for outdoor tanning."

Alexander says salon owners can see increased profits by selling SPFs in the spring and summer by capitalizing on the fact that indoor tanners generally care about the color of their skin and the sun creates an uncontrollable environment--an uncontrollable color.

"Explain that in the outdoors, clients are not in a controlled environment," says Jill Steffey, director of sales, marketing and display for Kalamazoo, Mich.-based MOST Products. "Having an SPF on the shelf next to other outdoor items--such as towels, swimsuits or sunglasses--encourages clients to ask about the products and, in turn, make a purchase."

The first mistake salon owners make is thinking the SPF market is seasonal. Waiting to order until after the busy season could shave off profits in the slow season and drive customers to the retail stores in the summer months. By having SPFs available in the salon throughout the year, clients will recognize their indoor tanning salon as a one-stop shop.

John Keiffner, executive director of business development for Australian Gold, says the Indianapolis-based company's decision to create SPFs for the Australian Gold line was an easy one--dealing with the large retail market, however, is not.

"There is such a broad range of SPFs on the market--from SPFs that also keep bugs away to special tanning oils with little protection," Keiffner says. "We felt we could do better."

Keiffner agrees that salons often can upsell clients to SPFs by asking questions regarding why they are tanning. Vacations, special occasions, even business trips that may involve outdoor activities can be lead-ins for salon employees to sell a SPF.

"People who are tanning do so to maintain a specific color," he says. "SPFs not only will protect the skin from the uncontrollable rays of the sun, but also will help maintain the even color they receive when tanning indoors."

It's All in the Advertising

Displaying the SPF lotions with other "summer" items could bring the big ticket sales salons are looking for. By placing sunscreens next to swimwear or towels, clients' minds instantly start packing for holidays and sun protection naturally gets included.

Supre encourages owners to have a display of SPF products near or on the counter starting in the middle of spring, when high-school and college students are starting to get their mid-semester break. In addition, promotions such as "sun bags" provide salon owners a good way to sell three or more SPF products for people to give as a gift. By creating a small bag of sun protection, owners are more likely to compete with the retail market than by trying to sell SPFs one-on-one.

"Spread sand or pebbles on a small stand and place the SPFs in the display, with a pair of sunglasses or near the swimsuits," says Glees. "I have seen this done around the swimsuits in department stores and it is an effective way to get people thinking of what they need for a trip or for their time outdoors."

The key to competing with the flooded retail SPF market is keeping a SPF display year-round. For vacationers who head for the tropics in the winter months, finding SPFs is hard work. Salons that offer the SPF lotions to their customers throughout the year are finding customers remember that service when the heat of the summer is approaching.

"All our SPFs come in sample sizes with a butterfly-hole punch in the card that contains the lotion. A salon could attach a sample to a larger, JA tanning product and introduce customers to salon-exclusive SPFs," says Glees.

Head Directly For Cover

There are some people who come to tan in a tanning bed because they like the controlled nature of the ultraviolet rays--something no one can guarantee with the sun. Those people like to control the amount of tan they receive and possibly could be in the market for SPFs for their face or for areas they don't want to tan.

Steffey says salon owners can sell facial protection or low-level SPFs to clients who prefer not to tan their faces or as protection within the booth. However, they should first verify that the lotions are acrylic safe.

"They can't have mineral oils of any kind," Steffey says. "Usually the only acceptable SPFs that can be used in an indoor tanning bed were created by indoor tanning lotion manufacturers."

Alexander also recommends selling SPF lip balms to tanners with tattoos. The protection created for the lips works perfectly to preserve the color of the tattoo, he says.

"There are many ways to market SPFs so they sell successfully," Alexander says. "You just have to determine what is right for your area and what is right for your salon."

Protect & Surf
SPFs Provide a Wide Array of Outdoor Sun Protection

Bring the Indoors Out

John Abaté International™ introduces its Suncare Line, including four outdoor tanning products--two oils and two lotions--with individualized Sun Protection Factors (SPF) for the particular needs of the outdoor tanner. All SPFs are water- and perspiration-resistant, providing protection from the damaging UV rays of the sun. The oils offer SPF 4 and 8 and the lotions offer SPF 15 and 30.

For more information contact (800) 532-9035.

Helio-self

California Tan brings its Heliotherapy® technology outside with the creation of six Step-3 specialty sunscreens. Ranging from SPF 2 to SPF 20 Sport to SPF 30, the company's lotions are designed for outdoor use, creating the ultimate in sun protection. Offering high-performance formulas and rich moisturizers, the company says its lotions hydrate skin as they protect. All lotions provide full UVA/UVB protection, with SPF 20 Sport being sweat proof, water-resistant and non-irritating. In addition, the company introduces Just Faces SPF 15, which protects the delicate facial skin while minimizing the appearance of fine lines and wrinkles.

For more information contact (800) SUN-CARE.

Surpise the Sun with Supre

Protecting the largest organ on the body is harder these days, with the intense sunlight streaming through the hole in the ozone layer. However, Supre, Inc. offers not one but four levels of SPF protection through its line of products, as well as an SPF 15 lip balm from Coco Beach. With any level of protection--from 4 to 25--the Supre line adds moisture and vitality to the regular SPF market and, through creative marketing and gift packages, is a welcome addition to any salon, says the company.

For more information contact (800) 825-7020.

Get Dark With Protection

Emerald Bay™'s Dark Tanning Lotion with Agave Nectar comes in three levels, 4, 8, and 17, with an ultra-light feeling and maximum sun protection. The fine tanning recipes feature agave nectar, olive oil, patchouli and yucca extract to create a rich, moisturizing sunscreen formula, says the company. In addition, the company offers Emerald Bay Kids, which has a SPF 35 for complete UVA/UVB protection.

For more information contact (888) 44 EM BAY.

Invest in Good Lip Protection

Body Invest by Norvell introduces LipInvest™ Intensive Lip Moisturizer, guaranteed by the company to be one of the best lip products clients can use. With a SPF 15, LipInvest is perfect for indoor/outdoor tanning with high-levels of apricot kernel oil, aloe vera, jojoba and vitamin E combining to nourish and rehydrate.

For more information contact (888) 829-2831.

Nothing Like It Under the Sun

MOST Products has created a way for sunbathers to get the MOST from their time outdoors--five levels of Island Heat SPF provide excellent UV protection indoors or out. From Island Heat SPF 2 to Island Heat SPF 30, the formulas contain superior moisturizing ingredients to keep skin soft and hydrated while vitamins help fight premature aging and wrinkling. According to the company, Island Heat sunscreens are PABA-free and acrylic-safe.

For more information contact (800) 331-6678.

Get Tropical with the Seas

Tropical Seas offers SPFs for both adults and children, starting with a SPF 4 and working up to as high as a SPF 30. The company's Beach Buff line of lotions is formulated for use in the tropical sun with an exclusive bio-botanical blend that mixes moisturizers and emollients with strong UVA and UVB protection. Available in a Suncare Trio, Tropical Seas says its SPF line is an easier tote to the beach.

For more information contact (800) 368-7327.

Neutra-lize the Sun with Nuvo Bronz

Nuvo Bronz (Tanline, Inc.) brings sun protection to new levels with Neutra and Neutra +, with SPF 15 and SPF 40 respectively. Providing protection against both UVA and UVB light rays, the company says the products are "waterproof and non-greasy." Designed for the most discriminating and experienced tanners who want to protect their skin outdoors, Neutra and Neutra + help provide an even tan while maintaining smooth skin and natural-looking color.

For more information contact (800) 651-4371.

Riding the Range of Sun Protection

Hoss Sauce brings new meaning to "riding the range," presenting Rodeo SPF in levels 8, 15 and 25. Combined in a base of the finest Aloe Vera for maximum absorption and blended with vitamins, minerals and natural oils, Hoss Sauce designs its lotions to withstand hours of intense sun.

For more information contact (800) 275-2855.

Get Sunsual with Playboy

Bringing together the "finest" in sun technology, Playboy Sun/DeLeon Marketing presents its SPF line. According to the company, deep penetration provides vital moisture for softer and smoother skin, while a sunscreen provides protection from the harmful UVA and UVB rays of the sun.

For more information contact (800) 420-0009.

Drench Your Body With Protection

With a complete line of SPF lotions and sprays, Body Drench, a division of Styling Technology Corp., has every sunbather covered. Starting with a SPF 4 for minimal protection, the line includes a SPF 15 for regular days and an SPF 30 in lotion and spray for high exposure activities.

For more information contact (800) 722-2639.

Protect Yourself with Gold

Australian Gold believes SPFs are vital to protect a tanner's skin. That is why the company has come up a unique formula utilizing olive, aloe and sunflower extracts with panthenol and vitamin E. According to Australian Gold, its SPF line protects and moisturizes skin to the maximum by offering enhanced protection across a broader UV spectrum.

For more information contact (800) 448-3218.