Looking Fit 02/2004: Healthy Skin Means Tanning Success

HEALTHY SKIN
Means Tanning Success And More

by Rick Mattoon

In addition to enhancing a customer’s tanning potential, indoor tanning products are designed to improve the general health of the skin through moisturization and enriching supplements. Why are we so concerned about skin health? The skin is the largest and arguably the most important organ of the body. In addition to its ability to develop a beautiful, golden tan, it has three main functions: 1) to protect the tissues beneath from injury, from invasion by bacteria and from drying out; 2) to inform the body of changes in the environment through a network of specialized nerve sensory organs; and 3) to keep body temperature constant.

Over the years indoor tanning lotions consistently rank as the fastest-growing segment of the indoor tanning industry. With proper marketing and a full understanding of their benefits, salon owners have captured 10 percent to 20 percent of their revenue through sales of lotions specifically formulated for the indoor tanning client.

To ensure continued sales growth, many manufacturers now are actively involved in reducing or even eliminating indoor tanning lotion diversion. Industry leaders agree that when products intended exclusively for indoor tanning salons are diverted to non-tanning markets, it can damage the products’ uniqueness. Needless to say, lotion diversion becomes a major challenge to the indoor tanning salon in sustaining revenue in lotion sales.

As for tanning products, the advent of accelerators has helped the industry keep up with the needs of the “advanced tanner” who continues to be a challenge for manufacturers and salon owners alike. Even for those of us who don’t use accelerators, it is a proven fact that availability and selection of these advanced tanning products will continue to be key to increasing lotion sales within the salon.

Manufacturers continue to work diligently at adding quality ingredients to their formulations, including the heat activated stimulant offered in some accelerators.

Indoor tanning professionals realize the vital role moisture plays in healthy skin. They know skin retains water within its natural proteins to keep flexible. Each skin cell basically is a sack of proteins, and without water it loses flexibility and becomes stiff.

However, moisturizing qualities are no longer the only selling point of tanning products. With today’s choices of indoor tanning lotions, salon professionals are conveying to clients that a quality tanning lotion also should help replace vitamins the skin needs. It has been proved in many studies that environmental pollutants can deplete the antioxidant system of the skin, making the skin more susceptible to oxidative damage. Vitamins now are being promoted as an ingredient that can reduce, or sometimes eliminate, this type of environmental damage.

Vitamins will continue to frequent the ingredient labels on most indoor tanning products. Now more than ever, indoor tanners are insisting on the benefits of vitamins in their skincare regime.

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 sunless airbrush systems and spray-on units are in high demand. These consumers want the immediate gratification that many sunless processes may offer. And, in order for salon staff to capture this sale, the possession and knowledge of these products is vital.

Private labeling is another lotion choice that has emerged in just the last few years. Some salons have found that diversification is beneficial for success. Because of this, the issue of adding privatelabel lotions to complement nationally branded products is becoming a hot topic of interest for salon owners.

Finally, SPFs accent any salon’s selection of skincare products. With the public becoming more aware of the issues related to overexposure to UVR, SPFs have become a natural fit into the indoor tanning salon. Not only has the promotion of sunscreens for outdoor use been successful for existing tanning clients, but word-of-mouth advertising from these clients have been known to attract additional customers who don’t typically tan indoors. Salons have discovered that just because they are a tanning facility doesn’t mean that non-tanners can’t turn to them for skincare education and purchasing.

For courses related to tanning lotions, the sunless process, and sales and marketing, visit www.tanningtraining.com.