A Maturing Sunless Market

Sunless tanning has come a long way from the orange-palm, color-streaking, smelly lotions associated with the 1980s. With quality innovations in the indoor tanning industry, as well as developments in lotions, solutions and delivery systems including automatic sunless units, airbrush units and turbine/ HVLP units, it makes sense to add this option to a salon’s service menu.

In 2007, salons reported that sunless sessions continued to be popular, but session prices were dropping due to increased competition. Results from LOOKING FIT’s 2007 Top 250 Salons survey reveal that 35 percent of U.S. tanning salons offer at least one automatic sunless booth and 10 percent offer sunless airbrush or HVLP tanning.

This year, sunless equipment manufacturers report continued interest and steady sales. They also note that many chains and franchises are adding sunless to their business models. In terms of sunless session sales, salons report around the same number or higher than 2006. On the flip side, many salons continue to slash prices or use scare tactics to increase sunless sales. We are battling a huge anti-tanning coalition that now includes the cosmetic giants and medical associations. We must market these services as a complement to UV tanning or an alternative to tanning for those individuals who cannot or should not tan indoors or outdoors.

The sunless segment of the indoor tanning industry has been a leader in add-on services for the past seven years. The sunless boom began in 1999 and exploded in 2000 as a way for salon operators to reach new generations of tanners and increase profits. While sunless provides a service to existing clients looking to enhance their traditional tanning sessions, it also has the potential to expand a salon’s client base to customers who either cannot or choose not to tan.

Something For Everyone

Like any service in any industry, sunless is enjoying the fruits of improved technology and healthy competition. The benefits are clear to salon operators as well as consumers.

In the past, salons needed a hefty chunk of change—at least $30,000—to purchase a sunless stand-up spray booth. Times have changed, however, and manufacturers have had years to refine their products and offer more affordable options. Some sunless stand-up equipment still have a $30,000 price tag, but those units contain state-of-the-art features like automated voice commands, advanced drying systems and improved diagnostics. However, the biggest window of opportunity has come at the lower end of the price range. High-quality booths selling for as low as $12,000 allow more salons to enter the sunless market.

In addition to the lowering entry cost for sunless, the ease of setup is a major appeal to salon owners. Many of today’s automated stand-up units are self-contained or require very little extra plumbing or electrical components. Today’s sunless booths also have evolved on the outside and their sleek designs provide an attractive fixture in any salon.

Handheld airbrush/HVLP units can be purchased for a fraction of the cost of an automated unit and provide salons an affordable way to test the sunless waters. Some salons do not have the room or the client demographic to support the addition of an automated booth. Therefore, handheld options allow them to capture those sunless dollars despite space issues.

Other costs associated with sunless such as solutions, accessories and ventilation booths are dropping as well. Any salon that wants to can afford to offer sunless.

The allure of sunless also is increasing from the customer’s perspective. There is a greater variety of retail sunless products with new-age ingredients that yield natural-looking, long-lasting tans. Also, session prices for booth and handheld applications are dropping, and, perhaps most effective in customer appeal, the steadily improving technology of the solution is leading to more realistic results.