Lotion Trends 2003

Lotion Trends 2003

by Judie Bizzozero

For nearly a decade, the lotion sector has been the fastest-growing segment of the indoor tanning industry. First and foremost, lotions are essential to the overall tanning process because moist skin tans better. Today's lotions are chock-full of vitamins, botanicals, essential oils and antioxidants, and allow salon professionals to provide a multitude of products for every client's needs.

Research has shown that environmental pollutants can deplete the antioxidant system of the skin, making it more susceptible to oxidative damage. Vitamins now are being promoted as an ingredient that can reduce--or sometimes eliminate--this type of environmental damage.

With indoor tanners demanding benefits of vitamins in their skincare regime, vitamins continue to frequent the ingredient labels on most indoor tanning products. Some new ingredient trends include copper and caffeine, as well as more bronzers and shimmers. Lotion makers also are taking direction from mainstream bodycare and updating fragrances to include popular fruits and spices.

Tingle products have been hugely popular over the past few years and they continue to lead the lotion charge into 2003. New twists, such as cooling ingredients, have been added to curb some of the reddening and tingling effects on the skin. This concept allows for nontingle lotion users to try tingle products. Many lotion manufacturers have beginner, intermediate and expert tingle lotions for this very reason.

Hemp lotions continue to be very popular this season. More lotion suppliers are adding this ingredient to their formulas because its helps to promote deep, dark tanning and excellent skincare.

In terms of packaging, the buzzword is shrink-wrap. Shrink-wrapped bottles hit the indoor tanning market last year, and 2003 seems to be a banner year for this treatment. The shrink-wrap labels allow companies to really turn bottle packaging into bright and vibrant works of art that capture the customers' eyes and draw them into tanning salons.

On the marketing end of the lotion spectrum, this year seems to be the year of the younger tanner. A number of companies have launched exciting skincare products targeted directly toward the younger tanning consumer. These brightly colored lotions feature lower price-points and carry hip names and cool catchphrases. The hope is to get younger tanners to purchase full lotion bottles by offering a quality product at an affordable price.

In addition to quality ingredients, today's tanners are demanding results from tanning facilities that can't be delivered by conventional UV sessions. This is why self-tanners and bronzers are in high demand. These consumers want the immediate gratification that only a bronzer or self-tanner may offer.

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 now offer a dozen or more formulas with original artwork for the bottles being created for an affordable price.

Not to be overlooked are SPFs and sunless tanners. Salons also are finding that it is important to promote responsible tanning whether it occurs outside or inside. This proactive approach as an ambassador of sensible exposure to UV light helps your salon stop bad publicity about tanning--as well as secure additional sales of sunscreen products.

Salon operators who properly market lotions can capture year-round profits by selling lotions specifically formulated for the indoor tanning client. Successful salons report that more than 30 percent of their overall monthly profits are a result of lotion sales.

Your customers will continue to buy their lotions from your salon if you provide them personalized service from well-educated and professional staff. Remember that price and image go together. Keeping your image fresh and exciting is another way to keep your clients loyal. Your salon should be a destination point that drives the customers past the outlet stores that sell competing products.