Lotion Trends
by Judie Bizzozero
The lotion and skincare sector continues to be one of the fastest-growing and most profitable segments of the industry. As in years past, educating customers about the importance of overall skincare is essential to the tanning process since moist skin tans best. Successful salons are reaping 20 percent to 30 percent of their monthly revenues from lotion sales. The key to sales is to drive home the importance of lotions by discussing them with clients and suggesting new products that will take them to the next level of darkness.
Today’s professional skincare products are loaded with high-quality ingredients including vitamins, botanicals, essential oils and antioxidants. The range of products on the market allows salons to provide a multitude of lotion choices for every client’s tanning and skincare needs.
The 2005 tanning season continues to experience change and growth within the lotion sector. Many companies have slimmed down their lines or replaced old favorites with updated formulas in order to appeal to consumer demand.
Lotion manufacturers continue to build brand identity with product families. Additionally, a number of manufacturers unveiled new families to their brands this season.
Today’s lotions take skincare to the next level by focusing on anti-aging. Buzzwords include firming, toning, slimming, body contouring and anti-cellulite. Popular ingredients include the latest in vitamins, nutrients, antioxidants and botanicals including oxygen, aloe vera, vitamin E, vitamin A, mango butter, shea butter, cucumber extract, pomegranate, CoQ10, marine extracts, hemp seed oils, grape seed, jojoba and Moringa. Popular fragrances include clean, fresh aromatics and fruits and spices.
Manufacturers continue to capitalize on the popularity of bronzers, shimmers and cooling products. This season, bronzers hit an all-time high, with nearly every lotion maker including a bronzer in their product lineup. While bronzers wash off with soap and water, they provide instant color for those tanners looking for immediate results. This season welcomed a host of bronzers with added ingredients including shimmers and cooling additives.
This season also brought greater attention on facial products. Many manufacturers rolled out revamped or new facial-tanning formulas targeted directly toward the female tanner. In addition to tanning formulas, other facial products include sunless tanning towelettes, exfoliating towelettes and makeup removers.
Tingle products continue to be popular with avid tanners who demand the most-intense heat during their tanning sessions; however, many lotion makers offer a tingle product for every level of tanner. Additionally, cooling tingle products continue to appeal to those tanners.
Hemp lotions continue to be extremely popular this season as evidenced by the number of products on the market. More suppliers are adding hemp because it helps to promote deep, dark tanning and excellent skincare.
In terms of packaging, the buzzwords are shelf presence and durability. Many companies introduced new and improved packaging designs to provide the consumer with a more durable product with an updated look. This season saw a move to larger pumps and packaging that allow consumers to get nearly every drop from the bottle. This season also saw a significant number of suppliers offering gift-with-purchase items with lotions.
Looking at the marketing end of the lotion spectrum, suppliers continue to target the 20-something generation of tanners with innovative product lines supported by creative marketing and advertising campaigns. These products feature brightly colored lotions that carry hip names and cool catchphrases as well as reasonable price-points.
Sunless tanners continue to be popular this season. Whether used as a sunless tanner or a quick fix to the sunless-tanning experience, these retail products are flying off the shelves.
Private labeling also has emerged as a strong lotion segment in the last few years. Many salons have found that diversification is beneficial for success. Because of this, the issue of adding private-label lotions to complement nationally branded products is becoming a hot topic of interest for salon owners. Private-label companies offer a dozen or more formulas with original artwork for the bottles being created for an affordable price.
Lip glosses and balms, SPFs and after-suncare products also are gaining the attention of tanning customers because salons are promoting responsible tanning whether it occurs outside or inside. Many after-suncare products and body washes include a hint of DHA that helps lengthen the life of the tan. Lip products keep lips moist and nourished during the tanning process and provide great point-of-purchase items.
Remember that price and image go hand in hand. Keeping a salon image fresh and exciting is another way to keep clients loyal. A salon should be a destination point that drives the customers past the outlet stores that sell competing products. Customers will continue to buy lotions from a professional tanning salon if it provides personalized service from well-educated and professional staff.
