Headlines this summer read “Melanoma rates for young women on the rise.” The articles included information from U.S. government cancer statistics, which report that melanoma rates among young adult Caucasian women rose 50 percent from 1980 to 2004. The statistics also indicated that this year, in the United States, about 62,000 cases of melanoma will be diagnosed, and the American Cancer Society estimates that more than 8,400 people will die from this lethal form of skin cancer in 2008.
Those stats, followed by the constant rise in gas prices—and the corresponding increases in other consumer goods—have had everybody in the industry reeling.
So, what’s in store for us during the remainder of 2008 and going forward into 2009? The anti-tanning lobby certainly isn’t going to embrace our industry anytime soon. Gas prices certainly don’t seem to be dropping. But it’s not all gloom and doom. While we can’t change the weather or lobby with OPEC, we can work harder and smarter—so, let’s focus on that.
Take the anti-tanning lobby. It has succeeded largely because we have a very small forum to dispute its claims and research. But, with a little bit of effort, we can derail the anti-tanning campaign.
Take a look at the quote mentioned before. Did you know that, of those estimated 62,000 cases, 81 percent are older than 34 and the median age is 59? Did you know that, of those estimated 8,400 melanoma fatalities, 90 percent are above age 34 and the median age is 68? Probably not, because that kind of information doesn’t support what the anti-tanning lobby wants people to think.
I contacted the author of the study, Mark Purdue, but he had not replied as of press time. I’ll let you know if and when he replies! In the meantime, share this information with your friends, family and customers. That is how we can fight back against the anti-tanning lobby.
Most of the media focuses on sensationalizing our industry and typically reports only the negative aspects. As you read the seemingly endless negative headlines regarding indoor tanning, remember that there is much more to the story and that the story is constantly adding more chapters.
Don’t get discouraged. Millions of people weigh the risks and benefits of tanning and choose the moderate, controlled and responsible method of tanning indoors. The time-tested factors of clean salons offering premium services—from state-of-the-art equipment to outstanding customer service—will prevail over the anti-tanning propaganda.
Best of luck to you for the remainder of 2008 and in 2009!
Joe Schuster is vice president of sales and marketing for LightSources, Inc. If you have a question that you would like answered in this column, e-mail him at joe_lsi@bellsouth.net. For more information on LightSources, visit www.lsitanning.com.
