Here comes the SUN

Here comes the SUN
Summer SPF Sales Light Up Salon Revenues

by Heather Gonwa

As we head into the 21st century, salon operators are finding that simply offering tanning sessions and a few retail products no longer is adequate to fulfill the needs of their clientele. Salons now must be full-service, one-stop suncare and skincare specialists catering to a wide range of customers, the majority of whom have little time but an increasing amount of expendable income. Providing a full-service salon requires taking into account all of a tanner's needs for both indoor and outdoor tanning, including sun protection products.

See the Light

Full service in a salon means creating a retail center that includes indoor tanning lotions, sunless tanning products, outdoor SPFs and products addressing after-sun care. Carrying SPFs not only shows that a salon advocates responsible tanning, but also can be a profitable source of additional income for salon owners.

"Many salon owners don't want to carry SPFs because they feel they're competing with the sun," says Ken Dion, president and CEO of Power Tan Corp. "What they have to understand is the person who tans in a tanning salon also tans outside. Salon employees should be known as experts in tanning products and tanning in general, whether it's indoors or outdoors."

Inge Glees, director of marketing for John Abat International, agrees: "Tanning salon professionals must remember that their clients consider them to be their tanning and skincare specialist. Who would be better informed to counsel clients on which outdoor products to use than the professional who advises them on indoor products?"

Especially during the hot summer months, SPFs should be considered part of a normal skincare regimen for tanners, even those who are very dark or who have a strong base tan. Since the sun's rays are not controllable like the light of a tanning bed, anyone can be burned if they do not use proper protection.

"Even clients who are tan can get sunburned, so sunscreens help to protect their skin from the sun's UV rays," explains Barbara Ocampo, public relations manager for California Tan. "When you get a sunburn, your skin starts to peel. Since you tan on the upper layer of the skin's epidermis, if you burn and your skin peels, your tan will fade faster than it would without burning."

In order for their clients to achieve and maintain a beautiful tan that results from healthy and protected skin, salons need to become tanning and skincare specialists that take care of their clients' indoor as well as outdoor tanning needs, which includes the use of SPFs.

"Tanning is all about improving the way your skin looks; however, the other aspect of that is taking care of your skin," says David Landau, marketing and communications representative for Australian Gold. "The indoor tanning industry should promote responsible tanning, taking care of the skin and attaining the benefits of a tan without overdoing it."

Numerous advancements have been made in the sunscreen market in recent years. While most quality SPF products now protect against UVA and UVB rays, contain moisturizers and are PABA-free, hypoallergenic and waterproof, sunscreen manufacturers are finding new ways to care for and even improve the skin as it is protected. California Tan's SPF products contain the company's Vitatan technology, which also is included in its indoor tanning lotions. Vitatan is a complex of moisturizers and natural hydrating ingredients that help tanners intensify their tan while protecting skin from burning.

Tropical Seas, Inc. recently developed an anti-inflammatory, bio-botanical mix for its SPF lotions that helps to combat skin damage caused by sun exposure. In addition, John Abat International's Outdoor Suncare Tanning Lotions with Sun Protection now are formulated with Z-Cote, a patented zinc oxide in a microfine, transparent form that provides true broad-spectrum protection without the telltale white color.

Perhaps one of the most exciting developments in sunscreens is the Food and Drug Administration's (FDA) recent approval of Parsol 1789, also known as avobenzone, a patented UVA filter that provides protection against the entire UVA spectrum. The only organic UVA filter available today, Parsol 1789 blocks or absorbs at least 80 percent of UVA rays, protecting against skin damage that may lead to premature aging. Parsol 1789 can be found combined with a powerful UVB sunscreen in SPF lotions manufactured by Emerald Bay.

Since SPF products are considered an OTC drug item and must follow the Code of Federal Regulations published by the FDA, salons should be sure to purchase their sunscreens from a reputable company that manufactures its products according to FDA guidelines.

"The government is very much involved in SPFs," notes Phillip Teal, division manager for Body Drench. "The majority of consumers want sun control as opposed to sun block, and we as manufacturers have to adjust our formulations for the consumer. However, at the same time the government is involved and sometimes wants different things. While we are at the will of the FDA, we are beginning to see more of a meeting of the minds between federal intervention and SPF manufacturers."

Know Thy Client

Successful retailing of SPF products results from knowing your clients and being aware of their total suncare needs. Doing so requires that an educated staff is available to ask customers questions and determine their needs, educate the customer and then use suggestive selling techniques to make the sale.

Educating salon employees on SPFs is the first step. "We offer product disclosure sheets on every one of our SPF products," notes Dan Knorr, president and CEO of Tropical Seas. "With that information, salons can hold seminars and educate their personnel on the ingredients that make up a sunscreen, the difference between water-resistant and waterproof, why one brand is superior to another brand, etc."

Ocampo adds, "Employees should be educated on the different SPF formulas, the differences between a sunblock and a sunscreen, and why it is important to use a sunscreen even if you have a tan. It helps them sell more products as well as educate their customers."

Teal suggests that salons consider SPF products to be part of their full-service attitude. "Salons should set up an educational process with their staff, not just for selling tanning sessions and lotions for those sessions, but for helping clients make product purchasing decisions for their after-session lotion needs," he says.

When educating employees to sell SPF products, remember that the ability to skin-type clients according to FDA guidelines is key in determining what type of SPF is needed for an individual. In addition, carrying a range of Sun Protection Factors from SPF 0 to SPF 30 or above will help to accommodate the majority of customers. Once an SPF has been selected, spend some time educating customers on sun safety tips such as staying out of the sun from 10 a.m. until 2 p.m. when rays are strongest, and being aware of medications that can make skin photosensitive.

Next, have your staff set goals such as how many customers per day they aim to present or sell SPF products to, and then provide an incentive to encourage attaining those sales goals.

"Developing specific sales strategies targeted toward outdoor tanners will generate traffic during off-season periods, supplementing a salon's customer base," explains Glees. "Providing a more comprehensive level of customer service is a basic step in keeping existing indoor clients who sometimes tan outdoors, as well as targeting new clients who only tan outside."

Retailing SPFs in a salon provides the additional benefit of reaching a larger audience of users. Clients who purchase a sunscreen most likely will take it home where it also will be used by their spouse, children or other family members. Since the person who purchases an SPF product may not be the only one using it, it will be used up more quickly, resulting in a greater percentage of repeat product purchases.

In addition, getting to know clients by asking questions can help a salon generate additional revenues through add-on
sunscreen sales. For instance, several lotion manufacturers have created child-specific SPF products. Tropical Seas offers its Funky Duck line of SPFs for kids that feature skin soothers for children's sensitive skin, while Emerald Bay features its Kids SPF 35 UVA/UVB Sunblock Lotion with Agave Nectar and Australian Gold offers SPF 30 Baby Formula and SPF 30 Kids.

Move Mountains (of SPFs)

Marketing sunscreens during the summer months can be as simple as carrying a full line of high-quality sunscreens and displaying them creatively to attract customers. According to Dion, offering a line of SPF products that are not available in mass retail markets, but are competitively priced, is essential for successful salon retailing.

"If the retail price is too high, the product is not going to sell because most people do not want to spend more money for an SPF product in a tanning salon when they can buy it for less at a drugstore," he says. "I advise salon owners to look for products that are unique and competitively priced. In addition, if a customer already is using indoor tanning products from a particular product line such as Power Tan, then they should feel comfortable purchasing an SPF product from the same line."

Landau adds that enticing customers to buy sunscreens in a salon as opposed to a mass-market discount store stems from the salon's full-service philosophy. "It goes back to being a one-stop tanning and skincare supplier for your clients' needs," he says. "Ask questions and try to figure out what their needs and habits are, then match your tanning and SPF products to those needs and habits."

John Alexander, vice president of sales and marketing for Supre, says that the ingredients used in products manufactured by mass retailers cannot even closely compare to the quality of ingredients that manufacturers such as Supre use in theirs.

"You do get what you pay for," he says. "As for marketing the products, salon owners selling SPFs in the summertime simply need to be creative with their displays. For example, package together an SPF, a tanning lotion, a sunless tanner and a moisturizing lotion for a summer vacation promotion. Be creative by adding a pair of sunglasses or using a tropical motif."

Alexander notes that another way salons can move SPFs is to get together with a local travel agency and increase each other's business by creating tie-in promotions. If a customer is going on a trip, the salon can refer them to the agency; likewise, a travel client can be referred to the salon to achieve a base tan before vacationing and can walk away with a travel gift bag of products.

"Another concept that may sound silly, but works, is for salon employees to wear 'Ask Me' buttons," he says. "When customers say, 'Ask me what?' the employee can tell them to ask about sunscreen products or summer promotions. The 'Ask Me' sales tool can fluctuate in usage but always throws the door wide open for a sale."

Properly marketed SPF products can add to a salon's summer revenues and take the bite out of off-season lulls in business. "If salon owners are only going to market indoor tanning lotions, then they are going to have those peaks and valleys of business," notes Teal. "However, if they recognize that the tanning business is becoming a year-round business, they can adjust their lotion philosophy as the season changes to be successful."

The following is an inside look at SPFs and suncare products from industry manufacturers.

John Abat International^™

John Abat International^™ produces several products ideally suited to outdoor tanners. According to the company, its Solarium Melaplus, a melanin enhancer with an exclusive formula of L-tyrosine, natural vitamins and botanical oils that maximizes tanning ability by enhancing the skin's natural supply of melanin, should be used daily for a few days before tanners plan to hit the sun.

For tanning outdoors, John Abat International offers two dark-tanning oils and two tanning lotions. Its Outdoor Suncare Dark-Tanning Oils with Sun Protection, in SPF 4 and SPF 8, are formulated in a luxurious ultra-fine oil that leaves a soft, non-greasy sheen on the skin and provide exceptionally dark tanning results as well as leaving skin smoother and younger-looking, says the company. The formulas contain avocado, babassu, coconut, macadamia and kukui nut oils combined with vitamins E and C, and are PABA-free and water- and perspiration-resistant, even after swimming or activity.

Outdoor Suncare Tanning Lotions with Sun Protection, in SPF 15 and SPF 30, are weightless, non-greasy lotions formulated with Z-Cote, a patented zinc oxide in a microfine, transparent form that provides true broad-spectrum coverage to filter out the sun's harmful UVA and UVB rays, without the telltale white color, notes John Abat International. Enriched with macadamia nut, coconut and babassu oils, tiare flower, aloe vera and vitamin E, both lotions are PABA-free and perspiration- and water-resistant.

For after-sun care, the company presents UV Repair, a cooling lotion naturally scented with aromatherapeutic citrus essential oils and containing a stable form of vitamin C as well as vitamins E and A, aloe vera and hyaluronic acid to soothe and moisturize UV-exposed skin. To feel more confident in swimwear, female clients may benefit from Minus Lotion, a moisturizing anti-cellulite treatment for smoother contours of the hips and thighs, adds the company.

For more information contact
John Abat International
7879 E. Beck Lane
Scottsdale, AZ 85260
(800) 532-9035

Supre

Supre's SPFs 4, 8, 15 and waterproof 25 are moisture-rich lotions that shield skin from harsh and damaging UV rays to prevent sunburn while providing relief for dry, itchy and irritated skin, says the company. The formulas are enriched with antioxidants to help protect skin from the environment and reduce extreme redness during UV exposure. In addition, regular use of Supre's SPF products, which are 100-percent PABA-free and dermatologist-recommended, may help prevent premature aging of the skin and skin cancer due to long-term sun exposure, notes the company.

For more information contact
Supre
15770 Dallas Parkway, Suite 700
Dallas, TX 75248
(800) 825-7020

Body Drench

Body Drench offers its Action Sports Formula SPF 4, SPF 15 and SPF 30. According to the company, its PABA-free sunscreen lotions complement an active outdoor lifestyle and stay on even through sweat and swimming to provide skin with full-spectrum UV protection when it is at its most vulnerable, without stinging the eyes. Clinically tested SPF 4 offers minimal protection for daily use or minimal exposure; SPF 15 offers ideal protection for moderate exposure times; and, SPF 30 provides maximum protection for high-exposure activities, says the company. Body Drench also offers a protective lip balm and its after-sun Aloe Vera Gel.

For more information contact
Body Drench
7400 E. Tierra Buena Lane
Scottsdale, AZ 85260
(800) 722-2639

California Tan

California Tan's Heliotherapy Step-3 Specialty Maximizer Sunscreens, in a range of SPFs, protect the skin from burning while adding rich moisturizing benefits to help soften and minimize the appearance of fine lines and wrinkles. According to the company, Heliotherapy sunscreens provide broad-spectrum UVA and UVB protection against burning while preserving the healthy appearance of a golden tan with the exclusive tanning technology of VITATAN^™. In addition, the moisture-intensive formulas nurture sensitive skin as a tan develops. The SPF 2 is available in an oil formula while SPFs 4, 8 and 15 are lotion formulas. Also available from California Tan are Just Faces 15, SPF 20 Sport, SPF 30 sunblock and SPF 25 lip treatment. Additionally, the company offers Insurance After Sunburn Relief Gel, formulated with calendula, evening primrose oil and natural botanicals to soothe and cool sunburned skin.

For more information contact
California Tan
270 N. Canon Drive, Suite 1297
Beverly Hills, CA 90210
(800) SUN-CARE

MOST Products

MOST Products offers waterproof and sweatproof Island Heat Sunscreens with generous levels of vitamins A, C, D3 and E to minimize undesirable side effects of sun exposure such as premature aging and wrinkling. In addition, powerful moisturizers leave skin soft and hydrated regardless of conditions.

The Island Heat Sunscreen line includes SPF 2, perfect if a base tan is well developed or for use in tanning units on sensitive skin; SPF 4, provides moderate sunburn protection; SPF 8, provides generous sunburn protection, yet still allows gradual tanning; SPF 15, absorbs essentially all of the sun's burning and tanning rays; and, SPF 30, provides the ultimate in UV protection and is great for kids and fair-skinned people.

For more information contact
MOST Products
326 W. Kalamazoo Ave.
Kalamazoo, MI 49007
(800) 331-6678

Tropical Seas, Inc.

Tropical Seas, Inc. presents its Beach Buff Tropical Resort Sun Care products formulated in the tropics for use at the world's most famous resorts. According to the company, tropical moisturizers and emollients are formulated with Tropical Seas' exclusive "bio-botanical blend" oil-free base to provide a tropics-tested sunscreen and waterproof system in a range of SPFs that will ensure extra protection from stronger tropical UVA and UVB rays. Tropical Seas' Beach Buff line includes Ultra II SPF 0, SPF 4, SPF 6, SPF 8, SPF 15 and SPF 30, as well as Funky Duck for Kids SPF 15, SPF 30 and Aloe Vera Lotion.

For after-sun skincare, the company offers its popular Eternal Summer Aloe Moisturizer with aloe vera, vitamin E, algae extract and natural oils, in addition to Afterburn Rehydrating Spray Cooler and Afterburn Rehydrating Gel, Solar Repair in lotion or gel, and SPF 15 lip balm.

New from Tropical Seas is its Tropical Trio packaging, which holds three suncare and/or skincare products that are preselected or may be selected by a client according to his or her individual needs. The Tropical Trio is perfect for a trip to the beach or pool, on a boat, cruise or during travel, and is convenient for overnight bags as its overcap system ensures extra protection to help keep products from opening accidentally during travel, says the company.

For more information contact
Tropical Seas
P.O. Box 986
Daytona Beach, FL 32115
(800) 368-SEAS

Australian Gold

Australian Gold protective tanning formulas offer two to 45 times a tanner's natural protection from UVA and UVB rays and contain skin conditioners such as olive, sunflower and tea tree oils as well as essential antioxidant vitamins to nourish skin. According to the company, its SPF products contain the Biosine Complex and Vitasome Complex^™ formulation in addition to extra moisturizers that protect against the drying effects of sun, wind and salt-water exposure. Sprays are available in handy anti-gravity, 360-degree packaging that can be used from any angle.

Australian Gold's full range of sunscreens includes SPF 2 Spray Gel, SPF 4 Lotion, SPF 4 Spray Gel, SPF 4 Spray Oil, SPF 6 Spray Gel, SPF 8 Lotion, SPF 8 Spray Gel, SPF 15 Lotion, SPF 15 Spray Gel, SPF 30 Lotion, SPF 30 Spray Gel, SPF 30 Baby Formula, SPF 30 Kids and SPF 45 Lotion. Additionally, the company offers Moisture Lock, a moisturizing tan extender with aloe and vitamin E; Aloe Freeze Gel and Aloe Freeze Spray Gel to freeze sunburn pain in its tracks; and, SPF 25 waterproof lip balm and SPF 30 face guard stick.

For more information contact
Australian Gold
6270 Corporate Drive
Indianapolis, IN 46278
(800) 448-3218

Power Tan Corp.

Power Tan Corp. offers skin-soothing SPF formulas for every tanning and sun protection need, from a tan-enhancing dry oil to a total-coverage SPF 30. According to the company, its Dark Dry Oil SPF 0 is perfect for those who want to enhance or deepen an existing tan. The non-greasy, non-staining formula lavishes skin with soothing aloe vera gel, exfoliating alpha hydroxy acids and moisture-rich botanicals. Power Tan's SPF 4 offers waterproof, light UVA and UVB sun protection for skin that tans easily and rarely burns. For even more protection, SPF 15 Sun Block provides waterproof UVA and UVB protection equal to 15 times your natural sunburn protection, says the company. Finally, Power Tan recommends that those with fair skin, anyone who burns easily, infants and children should use its SPF 30 Extended Protection for daylong, waterproof UVA and UVB coverage.

For more information contact
Power Tan Corp.
4841 N. Scottsdale Road
Scottsdale, AZ 85251
(800) 949-4745

Emerald Bay^™

Emerald Bay^™ introduces its Dark Tanning Lotions with Agave Nectar in SPFs 4, 8 and 17. According to the company, the ultra-light sun protection recipes allow tanners to enjoy the sun while providing full-spectrum burn protection. The fine tanning lotions feature Parsol 1789, agave nectar, olive oil, patchouli and yucca extracts in a rich, moisturizing sunscreen formula for the ultimate in dark tanning indulgence, says the company.

In addition, Emerald Bay Kids SPF 35 UVA/UVB Sunblock Lotion with Agave Nectar protects children's delicate, sensitive skin from the sun's rays. Formulated with Parsol 1789 for full-spectrum protection, the waterproof formula is effective for up to 80 minutes in the water, notes the company. A non-irritating, non-stinging, moisture-intensive sunscreen, Kids SPF 35 soothes and pampers young skin with nectar from the agave plant.

To top things off, Emerald Bay presents its UV Activated Hair Lightener with Agave Nectar. According to the company, the light hydrating recipe is blended with fragrant lemon oil and lightens hair while giving it a shiny, sun-kissed glow. The hair lightener also is great for adding salon-professional streaks to hair, and works with the heat of the sun or a tanning bed, or may be used with a hot hairdryer.

For more information contact
Emerald Bay
3915 Mission Ave., Suite 7602
Oceanside, CA 92054
(888) 44-EM-BAY

Nuvo Bronz

Nuvo Bronz (Tanline, Inc.) offers Neutra Tan Moderating Sunblock SPF 15 and Neutra+ Tan Moderating Sunblock Plus SPF 40, designed for the most discriminating and experienced tanners who demand a perfectly even tan without tan lines while maintaining a smooth, even and natural color. According to the company, Nuvo Bronz Neutra provides protection against UVA and UVB light rays while neutralizing the effects of free-radical scavengers. The new "waterproof" formula allows serious tanners to be active outdoors, yet maintain a smooth, even, total-body tan without long-term hazards from sun exposure. Neutra will not clog pores, is non-stinging and non-greasy, helps maintain a youthful appearance and minimizes the appearance of fine lines and wrinkles, says Tanline.

In addition, extra-strength Nuvo Bronz Neutra+ "waterproof" formula lets tanners have fun in the sun all day with maximum sun protection controlling the amount of UV exposure to the skin without being left with unsightly tan lines, says the company. The hypoallergenic formula provides protection against UVA and UVB light rays and will not block pores or run into the eyes when users are active outdoors. Neutra+ also helps maintain a youthful appearance while minimizing the appearance of fine lines and wrinkles, adds Tanline.

For more information contact
Nuvo Bronz (Tanline, Inc.)
P.O. Box 816083
Dallas, TX 75381
(800) 651-4371

South Beach Sun Co.

South Beach Sun Co. recently expanded its line of suncare products. According to the company, its products include an expansion of its Brazen! Dark Tanning Carrot Oil with SPFs ranging from 0 to 15, a unique Lidocaine Sunburn Relief Lotion and Lickable Lip Balm^™ (SPF 30) with aloe, carrot oil, vitamin E and honey. In addition, South Beach Sun's sunscreen line also includes its new SPF 50 SPORT Total Sunblock.

For more information contact
South Beach Sun Co.
1602 Alton Road, Suite 63
Miami Beach, FL 33139
(800) 585-9074

Set-N-Me-Free

Set-N-Me-Free Aloe Vera Products introduces its Misting Aloe to spray away the heat of a summer day. According to the company, the fine-mist spray features cold-processed aloe vera with ginseng and can be used to set makeup or to refresh alertness in the middle of the afternoon. Tanners also can use the pure aloe spray to mist away body odor, sunburn sting and itching from a suntan or insect bites.

In addition, Set-N-Me-Free's Sure Tan Moisturizing Aloe nourishes skin cells to keep them healthy without clogging pores. The 78 percent of enzyme-active aloe in the product will shield 90 percent of damaging rays while letting through 75 percent of the tanning rays, says the company. The nourishing lotion promotes a long-lasting tan and may be used every day as an after-bath moisturizing lotion, an outdoor tanning lotion or immediately after every indoor tanning session.

For more information contact
Set-N-Me-Free Aloe Vera Products
19220 S.E. Stark
Portland, OR 97233
(800) 221-9727

Sun Laboratories

Sun Laboratories presents a full line of sun protection products that offer reliable UVA and UVB protection. According to the company, its sun protectors in SPF 8, SPF 15, SPF 25 and SPF 25 Spray maintain their levels of SPF blockage for up to one hour in the water while reversing the drying effects of the sun. In addition, Lip SPF 25 neutralizes most UV-generated free radicals while moisturizers battle the drying effects of the wind, says the company. Sun Labs also offers a variety of after-sun care products including Aloe Vera Gel, Ice Finalizing Gel, Epitome and Tan Moisturizer Maintainer.

For more information contact
Sun Laboratories
20550 Prairie St.
Chatsworth, CA 91311
(800) 333-6003