2007 Lotion Trends & Stats

The fact that moist skin tans better should be discussed with each and every customer that walks through the door of a tanning salon. This discussion always opens the door to talk about the progress of a customer’s tan. It naturally prompts employees to talk about lotions and products and possibly make more sales.

However, that means salon owners and employees must be educated about the various lotions and be able to intelligently and accurately explain their benefits. Successful salons sell the concept of total skincare and are a one-stop shop for professional skincare products.

Salon owners should promote the fact that they carry professional products specifically formulated to work with tanning equipment to provide the ultimate tan. Remember, this is a vanity-driven business and clients are looking for ways to look good and maintain youthful-looking skin.

Industry insiders agree that marketing savvy salon owners should reap 30 percent of their monthly revenues from lotion sales—even in a difficult economy. Examine the salon’s customer demographic and zero in on what they want and what they are buying.

Confidential surveys gathered during the 2007 Top 250 Salons search reveal that lotion sales in 2006 saw a dramatic shift to the mid-range price-points with 80 percent of salons reporting that lotion salons accounted for 10 percent to 30 percent of their monthly revenues. Only 14 percent of salons reported that lotions accounted for 30 percent or more of monthly revenues. This number is down from 45 percent the previous year and suggests that consumers are looking for more affordable deals. However, only 6 percent of salons reported that lotion sales accounted for less than 10 percent. This number is down from 35 percent in 2005. Those salons were able to increase lotion sales by 29 percent at the minimum.

What factors influenced the shift in purchasing attitudes? The most common factors include increased consumer spending confidence, more aggressive selling tactics and salon incentives. Many salon owners agreed that product education obtained at trade expos, distributor symposiums or from manufacturers helped increase lotion sales.

Additionally, 83 percent of salons pay employees commissions on lotion sales. In fact, quite a few salon owners hold weekly, monthly and quarterly contests to promote fun competition between employees. It creates a win-win for everyone.

Salons must discuss lotions with clients and suggest new products that will take them to the next level of darkness.

Today’s professional skincare products are loaded with high-quality ingredients including vitamins, botanicals, essential oils and antioxidants. The range of products on the market allows salons to provide lotion choices for every client’s tanning and skincare needs.

The lotion sector continues to mature and consolidate. Many companies trimmed their lines or updated formulas to appeal to consumer demand. Brand loyalty is key to success, and manufacturers continue to promote product family synergies.

Tanners are looking for products to help fight oxidative stress and free radical damage to prolong the life and beauty of a tan; therefore, this season’s lotions continue to promote moisturization and anti-aging with products that address firming, toning, slimming and body contouring.

Popular ingredients include the latest in vitamins, nutrients, antioxidants and botanicals including oxygen, aloe vera, vitamin E, vitamin A, mango butter, shea butter, cucumber extract, agave nectar, black walnut, lutein, caffeine, pomegranate, CoQ10, marine extracts, olive oil, hemp seed oil, babassu oil, kukui nut oil, grape seed, jojoba, mint and chamomile. Other choice ingredients include bronzers, DHA, erythrulose, silicone, ginseng, wine extract and copper.

Fragrances including fresh aromatics, soothing scents, fruits and spices continue to appeal to the masses.

Approximately 99 percent of U.S. tanning salons have some form of accredited basic tanning certification. These certifications are proudly displayed in salon lobbies so customers can see that salons are committed to their profession. This helps instill loyalty and customer satisfaction.

So why not become a Lotions and Skincare Professional? The National Tanning Training Institute (NTTI) offers an online Lotions and Skincare Course that highlights the importance of quality skincare and clears up misconceptions about the most common ingredients found in indoor tanning lotions. The course includes merchandising and display tips, as well as a section on necessities needed to keep a tanning salon one step ahead of the competition.

NTTI is offering a $19.95 special on its Lotions and Skincare Course through March 31. That’s a $10 savings, and salons receive a certificate after completing the course. Log on to www.tanningtraining.com/march07lotions to become a skincare professional.