Back To Basics

Back To Basics

"I educate my customers about the importance of a base tan and how long it takes to achieve, but my tanners still want immediate results. What can I do?"

Indoor tanning is a process--one that should occur in developmental stages so that pigment is allowed to gradually build within the structure of the skin. The concepts of pigment building and the development of melanin (melanogenesis) are vital for your customers to understand.

Indoor tanning is not an immediate process; it generally takes anywhere from eight to 24 hours to see the result of an indoor tanning exposure. Any immediate coloration could be from the warmth radiated from the tanning unit itself, a lotion that might have induced this result or possibly from something known as "Immediate Pigmentation Darkening" or IPD. However, IPD typically occurs only in Skin Type IV tanners.

The base tan is one of the best reasons for obtaining a cosmetic tan. The base tan from a tanning system is obtained from a controlled dose of UV energy, augmented via a timing system, according to skin type and previous exposure history to develop a photoprotective tan in moderation.

The photoprotection yielded from a base tan from indoor tanning systems (in conjunction with the use of a proper SPF outdoors) can be very helpful in protecting the skin from erythema or sunburn. But remember, that's really all we currently can say--that indoor tanning provides a controlled climate in which to obtain a cosmetic tan.

It is also important to use the correct lamp in your tanning equipment, or one that is listed as FDA compatible to it. Follow your exposure schedule as Skin Type contours it. Believe it or not, the best, longest-lasting tan generally is the one obtained slowly over a period of time. The one that will fade the quickest is the one obtained over a shorter time with high UV exposures. Remember we have tanning salons, NOT burning salons!

So, it revolves around educating your customers. You must create the expectation, not allowing the customer to do it for you. If you start on the initial visit to explain how the process works, you will have a smarter customer, a better customer and one that probably will be your customer alone.

As individuals, we often have choices to make. Let's provide the public with this direction, not the fastest, quickest, unlimited tanning types of marketing that may occur in our industry. Let customers make a prudent choice regarding indoor tanning. Promote developing a base tan.

For help in obtaining factual information, the Wolff System FAQ book can be a great start. Visit our Web site at www.wolffsystem.com for a copy or e-mail me at jschuster@wolffsys.com if you have comments or questions.

Stay Tan,
Joe Schuster