Lotion Trends ’06
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.
Industry veterans agree that successful salons should reap 30 percent or more of their monthly revenues from lotion sales. However, selling lotions isn’t as easy as 1-2-3. This was evident last year at the salon level where lotion sales did the lotion shuffle in 2005. For example, 45 percent of salons reported monthly lotion sales of 30 percent and more; in 2004 that number was only 12 percent. This is great because it means salons were increasing their dollar-per-customer ratio. However, there was a downside. In 2005, 35 percent of salons reported that lotion sales of less than 10 percent of monthly revenues; in 2004 that number was only 5 percent.
So what is the reason for such a disparity? The answer is mixed. Many salon owners cited the poor economy, while others noted that customers didn’t want to pay high price-points. This seems in line since 20 percent of salons reported monthly lotion sales of 10 percent to 24 percent.
Successful salons attributed increased lotion sales to better products, reasonable price-points, innovative packaging and more manufacturer and distributor training symposiums and in-store selling strategies.
Constantly evaluating your customer demographic also is crucial to sales success. A prime example is the following: Salon A’s monthly report reveals that younger tanners who spend less on lotions and accessories are overtaking the 25- to 35-year-old category. The salon owner changes the marketing strategy the next month to attract that demographic with more disposable income. The result was increased profits and a wider audience to market. To sum it up: Salons that sit back and wait for customers to come to them will come up short while salons that aggressively market to their demographic will reap rewards.
The key 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 the tanning experience.
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 2006 tanning season continues to experience change within the lotion sector. Many companies stayed on last year’s course and slimmed down their lines or replaced old favorites with updated formulas to appeal to consumer demand. Lotion manufacturers also continued to build brand identity with product families.
This season, lotions continue to take skincare to the next level by focusing on anti-aging. Key words 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, Acai, black walnut, lutein, caffeine, pomegranate, CoQ10, marine extracts, hemp seed oils, grape seed, jojoba, mint, chamomile and Moringa. Popular fragrances include clean, fresh aromatics and fruits and spices.
Also continuing with popularity this season are bronzers, shimmers, cooling and after-tan products. Last year, 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 tanners looking for immediate results. This season, that trend continues with varying levels of bronzers.
Facial tanning products and other facial products including sunless tanning towelettes, exfoliating towelettes and makeup removers continue to gain momentum in 2006. Additionally, skincare products targeted toward men are growing in popularity again.
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 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.
When it comes to packaging shelf presence and durability are musts. Many companies introduced new and improved packaging designs to provide the consumer with a more durable product with an updated look. Just like last season, 2006 witnessed a shift to larger pumps and packaging that allow consumers to drain nearly every drop from the bottle. Also, more suppliers are offering gift-with-purchase promotions.
Lip glosses, 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.
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, and whether used as a sunless tanner or a quick fix to the sunless-tanning experience, these retail products are flying off the shelves.
Offering a private-label brand also gives salon owners a way to market their own salon, products and services, and most importantly, a defense against lotion diversion. Private labeling allows salon owners the tool to control where the products are sold and the price-points. 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.
Note that price and image go hand in hand. Keeping a salon image fresh and exciting keeps clients loyal. A salon should be a destination point that drives the customers past the other stores that sell competing products. A professional tanning salon can provide personalized service from well-educated and professional staff.
