Trends 2004

by Judie Bizzozero

As we enter the second month of a new year, it is important to stay on track of new business resolutions for 2004. To help salon operators make the best business decisions possible, LOOKING FIT® takes an in-depth look at some the most important segments of the indoor tanning industry. This Trends 2004 section features information about new advancements in tanning equipment, tanning lamps, lotions, software and sunless tanning.

Tanning Lamps

Tanning lamps traditionally are the second-largest investment a salon owner makes—behind tanning equipment—and, if done right, one of the most profitable. Many factors influence the production and life of a tanning lamp and that is why salon owners are taking a hard look at the wide selection of professional tanning lamps on the market.

Lamp makers continue to develop lamps with characteristics that cater to the new and advanced tanner while meeting the needs of the salon owner. The consumer continues to demand UV exposure that reduces tanning time while offering the ultraviolet combination that best suits his or her tanning needs.

In terms of new lamp trends, manufacturers continue to produce a variety of tanning lamps, with varying UVA and UVB combinations. The specific composition of the output mainly is governed by the qualities of the specific phosphors used. Other important factors in the combination and intensity of UV output are electrodes, the gas filling and the trace amount of mercury found in sealed lamps.

Over the past few years, lamp suppliers have offered some new innovations including dual-phosphor lamps, twisted glass tubes, technology that virtually eliminates end blackening and lamps that produce never-before-achieved levels of performance.

In addition to finding a lamp that is most requested by tanners, the salon owner continues to search for the ideal lamps that are FDA-compliant and have adequate lamp life. In fact, some of the most-asked questions salon owners have regarding tanning lamps are about output, expected lamp life, whether the lamp has new technology or standard performance, and whether the distributor provides compatibility sheets with the lamps ordered. Owners are realizing that all of these questions are important and vital when choosing which lamp to order.

The daily measurement of lamp output has become part of today’s salon routine. For reasons of expediency and cost, the measuring instrument preferred by most salon owners is generally the pocket-sized type.

Salon owners understand that output readings play an important role in tracking lamp life. They are finding that rated lifetime listings on some lamps are less than real-world situations.

Unfortunately, many external factors influence the output and life of tanning lamps. Factors such as distance, external reflectors, filters, acrylics, and electrical and thermal conditions may indirectly influence the tanning lamp.

Replacement lamps must be as effective as the original lamps— plus or minus 10 percent—in causing erythema and melanogenesis. Federal, state and local authorities report that this is a frequent breach found during a tanning salon inspection.

A revision to the FDA regulations on tanning equipment takes much of the guesswork out of choosing compatible replacement lamps. Since the procedures and testing necessary to satisfy the regulations are beyond the capabilities of many salon owners, primary determination of whether a replacement is compatible is the responsibility of the lamp manufacturer.

Once lamp compatibility is established, FDA regulations require the manufacturer to print the specific models that the new lamp is designed to replace somewhere on the lamp or accompanying packaging. If a lamp manufacturer or distributor fails to make a lamp compatibility report available, it would be prudent for salon owners not to use the lamp in question. This standard must be followed even in areas without specific state regulations.

Normally, manufacturers give recommendations on the useful life of their lamps, but these recommendations only can be used as a guide because there is no clear and official definition of the term useful life. Each manufacturer can make its own definition.

Furthermore, different operating conditions, as well as equipmentrelated factors, have in certain cases a considerable effect on the actual useful life of a tanning lamp.

Tanning Equipment

Selecting the right piece of tanning equipment is one of the most important decisions a salon owner can make. Today’s units blend unmatched technology with inspiring elegance. By investing in new equipment, tanning professionals can take advantage of cutting-edge features, ergonomic interiors and eye-appealing exterior designs.

Today’s equipment manufacturers offer a wide range of equipment choices because they realize that consumers want more diverse choices in appearance and function. Much like the first automobiles, the first tanning beds were primitive and boxy in appearance because they were built for functionality rather than aesthetics. As the industry progressed, equipment manufacturers improved upon their products and began introducing a selection of tanning units that included more curves, more comfortable acrylics and more sophisticated timing devices.

Equipment manufacturers have revolutionized the science of tanning, and in 2004 end users are buying far more superior products than they did nearly 30 years ago. Since purchasing tanning equipment is such a big investment, today’s buyers are looking for innovations in the engineering of tanning equipment and reasonable price-points. Commercial tanning equipment can range anywhere from around $4,000 for a 36-lamp unit all the way to $40,000 and higher for a high-end unit.

Industry veterans agree that the Europeans still influence the tanning market. For instance, European tanning units have become more ergonomically appealing and large enough to include a wider range of tanners than ever before. The North American tanning market has seen sales in tanning units evolve from 24-lamp units to 48-lamp units and more. Many contend that the expensive, good looking European beds have forced the U.S. manufacturers to turn up the heat and produce better products and market them smarter.

The trend of offering equipment with multiple levels of tanning capabilities—including low-, medium- and high-pressure options—continues well into the 2004 season. This multilevel system of equipment has provided salon owners with the unique opportunity to upgrade their low-pressure tanners to medium-pressure beds, and their medium-pressure tanners to high-pressure beds for a minimal charge. Additionally, many salons are looking for equipment with varied tanning times such as 8-, 10-, 15- and 20-minute exposure schedules. This allows for a staggered customer flow and turnover in tanning rooms.

Today’s bigger beds contain more lamps in the canopy and the bottom of the bed—ultimately to allow for a more intense and quicker tan, while giving the clients added value for their dollar.

A continued trend to include varied-length lamps and shoulder lamps in the tanning unit allows customers to get an all-over tan without the need to change tanning units. Some equipment providers are offering wider and longer versions of their equipment to satisfy the larger and taller tanning customers.

Equipment makers also continue to fine-tune mechanical features such as piston-lift canopies and contoured acrylics to allow the tanner to tan better and more comfortably during the tanning session.

Additional equipment enhancements include advanced lamp and filter systems, digital stereo systems, aromatherapy, massage, cooling mist, easy-touch controls, electronic diagnostics to help the salon staff with maintenance issues, advanced body cooling and integrated ventilation systems.

Maintenance continues to be easier in 2004 as more manufacturers are putting their components in trays that slide out of the bottom of the beds—making repairs and cleaning easier.

Specially coated finishes allow beds to be more durable and ensure their trendy look much longer. Additionally, manufacturers are offering a bigger selection of colors and designs to better match existing salon decors. Some makers are offering hinged acrylics for ease of maintenance.

Vertical units continue to offer appealing features that enhance their marketability. Today’s stand-up units offer sleek new looks, novel shapes and ergonomic designs. Manufacturers are offering eye-catching graphics and designs that assist the salon staff in upgrading from more basic units. Customers not only want enhanced tanning performance, they also are after visual incentives that distinguish their upgraded sessions from the basic program.

For 2004, salon owners can choose from a host of high quality equipment featuring cutting-edge technologies. The secret to overall success is to select the right equipment mix for the salon. While the market for high-quality and sophisticated tanning units continues to grow, the real trend is to offer three to five levels of tanning so customers can choose their tanning lifestyle. For example, a typical 10-bed salon might feature five base units, two premium units, a standup, a high-pressure unit and a sunless unit.

Software

For years, LOOKING FIT® has tracked the growth of computers in tanning salons nationwide. While many salons have success with card files, the majority of salons are getting plugged in to the computerized world so they can gather data quickly and efficiently. Salon owners who want to stay ahead of the times when it comes to technology realize that it is time to have a computer system with user-friendly software.

For salon owners who never have approached a computer, facing the prospect of computerization can be a daunting experience. There are many salons where computerization has not been fully embraced. Some owners have convinced themselves that they can continue to provide efficient and well-rounded service while keeping consumer history, packages and purchase information logged on client cards. Unfortunately, client-card access is not the most expedient way to provide information. Typical long lines at the front counter during the peak season and manual record keeping can equal customer and staff frustration.

Software program trends continue to include client tracking with the option to input tanning history and personal package purchases, tanning bed timer control, sales and client reports, and employee and business record keeping. Additionally, some software programs include skin-typing programs built into the system. This not only provides for personalized customer information about tanning exposure limits, but also offers tanners a way to chart their tanning progression. This feature also helps salons to suggest equipment upgrades or different lotions depending on a customer’s tanning performance.

In addition, one of the most beneficial aspects of salon software will continue to be the amount of control it offers a manager or owner. A sound software package will give key staff the ability to control or gather information at more than one salon location. This will continue to satisfy a salon’s long-term objectives by allowing a program to keep up with a business as it grows.

Another motivating factor for becoming computerized is the need for heightened internal security—ensuring profits are not sneaking out the door. It also eliminates a majority of management and record-keeping time and saves salon owners from having to hire an outside accountant or business manager. Essentially, it removes the limitations on a growing business.

Today’s sellers of software packages are able to support salon owners on numerous levels. Software companies even may offer a number of different types of support packages with different payment plans. Manufacturers are developing software that will allow salon owners the flexibility to leave the salon knowing that their employees will be held accountable and their salon will continue to run efficiently in their absence.

Salon owners who choose effective programs find software that fits their needs, one that provides the capability for the salon to utilize a local-area network—or multiple PCs in a single store. Typically, it requires Windows as an operating system, a network card in each PC, coaxial cable plug-ins and a network version of the actual salon software. Also, many companies are perfecting software to accommodate the necessary access in widearea networks that connect several different salons together.

Furthermore, salon owners understand the fact that most of their employees are highschool- or college-aged students, and they have successfully integrated an effective software program into their operations. These staff members usually are more successful with software programs that are easily taught in a short period of time.

One of the most effective ways for a salon owner to select a new software program is to ask manufacturers and other owners as many questions as possible to acquaint themselves with the software and/or hardware being considered. Salons also should view as many demonstration disks as possible, and randomly test-call the technical-support hot lines of various companies to determine their accessibility. Software companies that provide an excellent software package also must be backed by superior customer service. Be sure to figure this into the selection process.

Sunless

The sunless tanning segment of the indoor tanning industry has positioned itself for tremendous growth. In 2003, sunless literally exploded with growth, and that trend is expected to continue in 2004. While sunless provides a new service to existing clients looking to enhance their traditional tanning sessions, it has the potential to expand the tanning populous with new customers who either cannot or choose not to get a traditional UV tan.

Many industry insiders believe sunless tanning will be the vehicle that drives the indoor tanning industry’s expansion because it has the potential to bring billions of dollars worth of additional business. Yet, some salon owners fear sunless will compete with their indoor tanning businesses, and that’s why they don’t carry them. In reality, the opposite is true. Business-savvy salon owners understand that their retail sales will skyrocket if they present themselves as total suncare and skincare specialists, able to fulfill every related need of their clients.

Salon operators offering ancillary services report that their businesses don’t suffer the ups and downs of the tanning off-season and many report that incorporating sunless into their services has increased traditional UV tanning sessions.

Sunless products deliver immediate gratification because they provide a cosmetic, tanned look within a few hours of application—some even faster if the solution contains a bronzer. Individuals who choose not to use UV tanning devices still can get the desired healthy-looking glow of a golden tan. Salons that recognize this can boost profits with a tailor-made pitch. Customers use sunless products for a number of reasons including a quick fix when they are pressed for time, a tanning booster between traditional UV sessions, to touch up delicate or hard-to-tan areas such as faces, hands and feet, and to even out any pressure points, tan lines or uneven spots on the body.

It cannot be stressed enough that sunless should be promoted as a complement to traditional UV tanning. The sun-scare coalition spends billions of dollars each year promoting the dangers of UV exposure. If a person’s only exposure to a tanning salon is what the sun-scare coalition wants him or her to know, then the indoor tanning industry is destined to lose.

Emerging onto the scene a few years ago, spray-on tanning units once were considered taboo to indoor tanning industry veterans. However, today’s systems feature sophisticated designs and advanced technology that provide an even, all-over tan to customers and offer tanning salons a whole new revenue center that ultimately will increase traffic and profits. Customers enjoy the privacy of the spray-on booths, as well as the results, while salon owners welcome automated systems that don’t consume employees’ time with cleaning and setup.

Estimated figures reveal that this segment is growing at a phenomenal rate. Since 1999, the number of stand-up sunless units placed in professional tanning salons has grown about 200 percent.

Some salon operators state that use of traditional tanning units increased as much as 30 percent after they introduced a spray-on sunless booth. A lot of tanners find that the brown they get from UV-tanning is beautifully complemented by the golden brown they can get from a sunless tanning system.

While some salons have opted to offer sunless-only tanning, that number is relatively low. In fact, the majority of sales are comprised of one-unit placement to complement an established salon’s traditional UV offering. Interestingly, the amount of repeat business is growing by leaps and bounds as multi store owners add units to their other facilities after seeing the profit potential.

Increasingly popular is the demand for airbrush sunless tanning systems. These units are relatively inexpensive, compared to their spray-on booth counterparts, and provide salons with portable compressor units and sunless solutions that allow them to get up and running immediately. Companies supplying these units and formulas have reported phenomenal demands this season and anticipate the interest to continue.

The airbrush system appeals particularly to customers who desire a quick fix for their face or uneven tan lines. While airbrushing does not have the same privacy factor as the spray-on booths, customers don’t seem to mind. Salons can apply airbrush applications right at the front counter in a matter of minutes and make a nice, little profit. However, salons that provide full-body airbrushing should have a private room or designated area in the salon reserved for this service.

Many manufacturers are introducing new innovations including airbrushes that provide a larger spray for use on the torso, back and legs, as well as ventilated booths that address privacy and overspray issues.

By offering these products and delivery systems, indoor tanning salons can satisfy yet another group of potential customers who may never tan indoors. Once those customers use sunless, they most likely will purchase moisturizers and skincare products as well. Additionally, many traditional tanners will use spray-on units for a quick fix or even a nice change to their tanning regime.

Lotions

For nearly a decade, the lotion and skincare sector has been the fastest-growing segment of the indoor tanning industry. This stands to reason since proper skincare is essential to the overall tanning process because moist skin tans better.

Professional tanning salons carry a wide selection of skincare products loaded with high-quality ingredients including vitamins, botanicals, essential oils and antioxidants. The range of products allows salon professionals to provide a multitude of products for every client’s tanning and skincare needs.

2004 seems to be a season of change and growth. Many companies have replaced old favorites with updated formulas in order to appeal to consumer demand. Additionally, many lotion manufacturers are marketing product families in order to capitalize on brand-name recognition.

Lotion manufacturers are focusing on products that will keep customers wanting more. Many formulas are focusing on anti-aging, firming and toning properties and include popular ingredients such as CoQ10, marine extracts, hemp seed oils, grape seed, jojoba, Moringa and other nutrients and antioxidants. Manufacturers continue to capitalize on the popularity of bronzers and shimmers as well as clean and fresh fragrances including fruits and spices.

Tingle products continue to hold their ground as avid tanners are demanding the most-intense heat during their tanning sessions. While many manufacturers have beginner, intermediate and expert tingle lotions, a few lotion makers have broken the mold this season and introduced some of the hottest tingle formulas on the market. Cooling tingle products also appeal to those tanners who want to curb some of the reddening and tingling effects on the skin. This concept allows for nontingle lotion users to try tingle products.

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 buzzwords are durability and ecofriendly. A number of companies have redesigned their packaging in order to provide the consumer with a more durable product with an updated look. In terms of being ecofriendly, some formulas even feature packaging that is completely recyclable. Additionally, companies are offering unique packaging systems that use lotion refills instead of purchasing an entire new system.

On the marketing end of the lotion spectrum, many suppliers are paying more attention to the younger generation of tanners by introducing innovative product lines supported by creative marketing and advertising campaigns. These exciting skincare products are targeted directly toward the younger tanning consumer—age 15 to 25—and feature brightly colored lotions that carry hip names and cool catchphrases. The products also feature lower price-points to appeal to the strapped-for-cash consumer.

In addition to quality ingredients, tanners are demanding results from tanning facilities that can’t be delivered by conventional UV sessions. This is why sunless tanners and bronzers continue to be in high demand. This season, a number of manufacturers have introduced aerosol spray tanners in addition to sunless lotions and oils.

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. Salons also are finding that it is important to promote responsible tanning whether it occurs outside or inside. This proactive approach to sensible exposure to UV light helps your salon stop bad publicity about tanning— as well as secure additional sales of sunscreen products.

Customers will continue to buy lotions from a professional tanning salon if it provides personalized service from welleducated and professional staff. Remember that price and image go hand in hand. Keeping a salon image fresh and exciting is another way to keep clients loyal. A salon should be a destination point that drives the customers past the outlet stores that sell competing products.

Professional salon operators who properly market lotions can capture year-round profits by selling lotions specifically formulated for the indoor tanner. For years, successful salons have reported that more than 30 percent of their overall monthly profits are a result of lotion sales. What better way to add more dollars to the bottom line?