Looking Fit 03/2004: Lotion Trends '04

Lotion Trends

For more than 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 highquality 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.

The 2004 tanning season is witnessing change and growth within the lotion sector. 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 eco-friendly. 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 eco-friendly, some formulas even feature packaging that is completely recyclable. Additionally, companies are offering unique packaging systems that use lotion refills instead of requiring salons to purchase 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 privatelabel 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 salons 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 well-educated 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 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?