Shop Talk
The Subject of Eyewear
Salon Owners Discuss Eyewear Issues
by Jenifer Hunt
Salons have a responsibly to promote eye protection for the health and safety of customers’ eyes, as well as to limit company legal liability. LOOKING FIT® recently discussed important eyewear issues with a few salon owners around the country. Topics included educating customers about the importance of wearing protective eyewear, providing solutions to common objections to eyewear, and increasing profits by promoting protection.
“Ensure that your entire staff enforces a ‘No Goggles, No Tanning’ policy with every customer, every time. It is human nature to slack off when we aren’t reminded to do things, especially when the consequence won’t appear for several years, and sun damage to eyes doesn’t show up immediately.
Provide solutions to your customers’ objections. Some customers are concerned about getting ‘raccoon eyes’ so we show them our staff wears eye protection and we don’t have any facial tan lines.
Promoting protection also can increase eyewear sales directly and indirectly. Knowledgeable salon operators who demonstrate genuine care for the health and safety of their customers establish a foundation of trust with customers. The customers then will feel confident recommending the salon to friends and family. Word of mouth and a good reputation is the best and least-expensive form of advertising.”
—Cyd Novak, owner/manager
Planet Beach Tanning Salon
Marietta, Ga.
“Obviously, people are not educated enough about the need for proper eye protection. We display an educational placemat with photographs of several problems that can develop from not wearing proper eyewear. The placemat is an excellent tool because people who look at it don’t question why you want them to buy eyewear—they understand you want to protect them.
In my salon, if you don’t have eyewear you cannot tan—plain and simple. As a result, I have a healthy revenue stream from goggles and disposables.”
—Butch Marceno, president and owner
Island Tan of Naples
Naples, Fla.
“Many customers come to us from other salons who aren’t accustomed to wearing eyewear. The primary reason they object is to avoid getting ‘raccoon eyes’, followed closely by a simple lack of education regarding the dangers.
Therefore, continually educating customers is extremely important so they know we carry eyewear for a reason—to keep their eyes safe. When customers believe this, they not only will take eyewear into the tanning room, but they will wear it.
As an incentive to promote eyewear, my employees receive a 5-percent commission on all product sales, including eyewear, once they hit their sales target. By offering eyewear education and sales incentives, we all benefit.
—Rob LaBar, owner
The Tan Factory
Delray Beach, Fla.
“During a customer’s first salon visit we emphasize the importance of using protective eyewear. We also keep a picture at the front desk of symptoms of eye damage due to overexposure of UV radiation. We also have simple tests customers can take that help show loss of color-vision due to UV overexposure.
There is no excuse for not wearing protection, and we sell both non-disposable and disposable personal eyewear. To show our commitment to this issue, we have a large poster on the wall that says, ‘EYE CARE, YOU SHOULD TOO! WEAR EYE PROTECTION INSIDE AND OUT’.”
—Stephen Pirtle, president and owner
Sun Tan Village
Lebanon, Tenn.
