standardization

standardization
Skin Typing/Subtyping Demographics Analysis

By Patricia E. Reykdal and Donald L. Smith

We recently looked at 1,000 consecutive new clients who started tanning at one of our four locations in order to determine the number of individuals making up each skin type/subtype, and to compare our findings with the published skin type demographic estimations. Our actual results did not match the published estimations for some skin types/subtypes for reasons that will be discussed later in this article.

Actual vs. Estimated

Listed below are the estimated percentages by skin type/subtype and the actual results from our survey. The following chart portrays this information.

Descrepancies Between Estimated vs. Actual

First of all, the discrepancy between the estimated vs. the actual for Skin Types 1 is easily explained since Skin Type 1s, who are genetically unable to develop facultative pigmentation (better known as a "tan"), must avoid tanning either indoors or outdoors.

In fact, the first question on our skin typing/subtyping form (which has two parts) is designed to identify Skin Type 1 individuals so they can be discouraged from trying to tan.

Skin Type 6 individuals, on the other hand, would benefit from an increase in sensible, moderate and responsible exposure to ultraviolet radiation (UVR), but very few people in this group choose to tan. However, as the African-American population becomes better informed about the benefits of maintaining an optimal level of the secosteroid hormone known as vitamin D, we expect more Skin Type 6s to patronize indoor tanning salons.

Keep in mind that it takes a six to 10 times larger dose of UVR to produce an equivalent amount of vitamin D that it does for a Skin Type 2A because of the tolerance to UVR (t-UVR) conveyed by their darker natural skin color.

There were less than half of Skin Type 5 individuals tanning than were estimated (2.3 percent actual vs. 7 percent estimated). This was very puzzling to us since 15 percent of our customer base has Hispanic surnames.

We theorize that the reason is the "melting pot" phenomenon, which means that while the father may be Hispanic, the mother might not be or vice versa. Therefore, most of our clients who claim Hispanic ancestry have a t-UVR (tolerance to UVR) equivalent to a Skin Type 4 individual even though their surname would cause them to be designated as a Skin Type 5.

This is important information because, otherwise they do not have as much tolerance to UVR and one would surmise from their name.

The other major surprise was in the Skin Type 2 population. We expected to see 5 percent 2Cs and we found 14.2 percent! Therefore, we conclude that either the published statistics from which the estimated values were derived are wrong or we have a higher than normal number of 2Cs who understand the benefits of acquiring and maintaining a tan. We believe that the latter explanation is correct and indicates to us that this segment of the population understands the value of developing and maintaining a tan.

There was little difference between the estimated number of 2Bs (3 percent) and the actual number (2.4 percent), and this indicates to us that these UVR-sensitive individuals also understand and appreciate the value of a tan. It is also likely that 2Bs, who have a lower sensitivity to UVR than do 2As, have not had as difficult of a lifetime struggle with sunburning.

Our experience tells us that, in essence, 2Bs have more in common regarding tolerance to UVR with 2Cs than they do with 2As. However, the fact that only 0.3 percent of our new clients were 2As, when it is estimated that 2 percent of the population belongs to this category, surprised us initially. Upon examination, we found that these 2A individuals all share a similar story about a life long battle with ultraviolet radiation and sunburning. Therefore, we surmise that they probably do not believe that they can tan without sunburning either outdoors or indoors and so they have given up on the idea of trying to develop a tan.

Our findings indicate that only 15 percent of this segment (0.3 percent vs. 2 percent) choose to try and tan, which means that 85 percent no longer try to develop a tan. As many tanning salon owners know, these clients (2As) become some of your most loyal customers (who buy lots and lots of lotion) if you start them off very slowly and help them develop a great looking tan, perhaps for the first time in their life.

Some Words Of Caution

Some words of caution regarding skin subtype 2As are in order. We have found that it is absolutely imperative to maintain the IST (initial session time) for at least the first three sessions. Inevitably, these people will sunburn after the third tanning session if you rush them along too quickly.

We also have found that the majority of these individuals are not able to tolerate a full 20-minute tanning session and usually "top out" at 12 to 15 minutes. The mystery, to us at least, is why there are some 2As who can build up to a full 20-minute session and who ultimately develop a very dark tan?

The Bottom Line

As you can see from our data, the bulk of your clientele (if your demographics are like ours) will come from subtypes 2C, 3A and 3B and Skin Type 4 and 5. Our results show that these individuals will account for over 97 percent of your client base.

Since these individuals have a higher tolerance to UVR (t-UVR) levels, it helps to explain why so few individuals suffer from sunburning at an indoor tanning salon. The secret, as we all know, is that an indoor tanning salon provides a controlled environment whereby our clients can increase their tolerance to UVR while they are developing a great-looking tan. It is difficult, if not impossible, to tan without sunburning outside in an uncontrolled environment.

Furthermore, since only 2.7 percent of our client base came from subtypes 2A and 2B (the most UVR sensitive individuals), we can see that there are only a small number of potential clients that require the most care and attention. However, once these individuals have been properly identified, your salon can help them develop a beautiful cosmetic tan, possibly for the first time in their lives.

The evidence is clear: The incontrovertible benefits of sensible, moderate and responsible exposure to UVR outweigh the minimal and manageable risks involved for everyone who is able to develop facultative pigmentation--better known as a "tan".

A Request

If you are using our skin typing/subtyping system, please take a few minutes and look at your last 100 to 200 clients in order to develop your own skin type/subtype demographics which can be compared to ours. Then, if you will e-mail (or fax at (520) 323-9127) your results (naatso@aol.com) to me, I will prepare some regional and national skin typing/subtyping demographics that will be published in a future issue of LOOKING FIT magazine.

This will provide, for the first time, some indoor tanning industry specific demographic information in North America.