Tanning is as dangerous as mustard gas. Tanning is as dangerous as arsenic. When reports regarding the change in how tanning equipment is classified by the International Association for Research on Cancer first hit the airwaves, it seemed that every media organization was focused on exploiting the news with scare-tactic headlines, in an attempt to garner as much attention as possible. And it worked.
One salon owner on TanToday reported opening the salon the morning after the news broke to find an article about the new classification taped to the front door. Others reported receiving e-mails and phone calls from clients who were intent on canceling their memberships because they “had heard tanning definitely causes cancer.”
But, the industry was quick to step up to the plate and defend tanning. The ITA immediately launched a counter-campaign that included a point-by-point dissemination of the information in the IARC report. Other pro-tanning associations released similar statements regarding the classification, while industry heavyweights—such as Don Smith—jumped on the forums, issued statements to the press and generated blogs to arm salon owners with the facts about what the IARC’s re-classification really means.
Meanwhile, salon owners also jumped into action, e-mailing their client and employee databases with that information, encouraging clients to not to believe everything they read and giving employees ideas about how to field questions from customers. And, despite the initial backlash, many salon owners said that they were successful in changing the minds of clients who said they were going to stop tanning.
This indicates that education is our best defense—and, all of the pro-vitamin D news out there can only help you educate clients (and potential clients) about the benefits of moderate, responsible UV exposure. Of course, not everyone has the time to comb through the news for vitamin D-related articles—here are a few sites that can help you out:
- SunlightTruth.com. A site created by a salon owner to showcase all the positive news regarding UV exposure and vitamin D. Anyone can add articles—you simply have to create an account. (Bonus: SunlightTruth.com is also on Twitter.)
- VitaminDCouncil.org. The council is a California-based nonprofit, dedicated to providing information about vitamin D and supporting a variety of vitamin D-related research initiatives.
- GrassrootsHealth.net. Grassroots Health is comprised of a consortium of scientists, Institutions and individuals committed to solving the worldwide vitamin D deficiency epidemic through its D-Action campaign.
The industry is still fighting an uphill battle and those recent headlines have only made things harder. But, being an educated and knowledgeable salon owner is a great way to counter anti-tanning news—especially the kind that makes overly dramatic comparisons.
Amy Thorlin is the training director for the National Tanning Training Institute (NTTI), a Phoenix-based provider of education and certification programs for the indoor tanning industry. Training is available online, in person and via correspondence. For more information, visit www.tanningtraining.com.
