Biz Booster No. 2: Even While Diversifying, Don't Give Up On Tanning

As salon owners find themselves smack-dab in the middle of JASON, many profit problem-solvers are choosing to diversify with ancillary services, such as hydrotherapy, massage and sunless. That’s a smart strategy—in fact, we recommend it in Biz Booster No. 1—but it’s important to remember that tanning is still the basis of your business. Even if customers aren’t filing into the salon by the truckload these days, you still can do a lot to ensure that the industry will stay strong in the face of a struggling economy and image attacks.

Salon owners and staff should have a bulleted list of tanning benefits committed to memory so that they’re always ready to promote and defend tanning when faced with a skeptical consumer. Are you prepared? If you’re drawing a blank, here’s a good start:

Tanning Increases Vitamin D

This is one of the strongest messages you can promote, and you need look no further than the multitude of scientific research that says exposure to UV light increases levels of vitamin D. The plethora of findings were so inspiring, Time magazine listed “Benefits of Vitamin D” among its Top 10 Medical Breakthroughs of 2007. Having healthy levels of vitamin D may prevent diseases that range from the nasty to the fatal: gum disease, diabetes, autoimmune disorders, osteoporosis, multiple sclerosis and even cancer. Therefore, customers should know that UV exposure in the controlled environment of a tanning salon is the perfect place for them to get their regular dose of vitamin D. However, you must be careful not to make health claims—that can get you into big trouble with the FTC. Instead, rely on supplying customers with copies of the numerous articles and studies about vitamin D. Let the research make the point for you.

Tanning Is Relaxing

The world is a hectic, stressful place right now, especially with current economic hard times. Sure, people could hoard all their money to spend on life’s necessities, but the truth is that they aren’t doing that yet. For example, rates of participation in yoga, a relaxing and mind-clearing exercise, have skyrocketed in the last four years according to the Yoga Journal. Even those on tight budgets still want to be able to relax somewhere. Start persuading them that “somewhere” could be your tanning salon.

Tanning Makes People Feel Better About Themselves

Nearly everyone will agree that when they look in the mirror, they prefer to see a little color—not a pasty person staring back at them. A tan person naturally looks healthier and slimmer, which is enough to make anyone walk with more confidence. It’s often said that in a bad economy, people tend to turn toward purchases that make them feel better. Tanning should rank right up there with a fresh hairstyle and new clothes.

The bottom line. Armed with your bullet points, you’re ready to get the word out. Start with those in your customer base who haven’t visited the salon recently. Try reaching out to them through an e-mail campaign, which probably is the cheapest method, and then expand to mailers, fliers and brochures. In the salon, consider posting a vitamin D bulletin board and allow customers to share their thoughts on how more vitamin D helps keep them healthier. You also can team up with nearby businesses—such as gyms, health clubs, spas, yoga studios and martial arts centers—and ask them to keep your salon materials in their business. You even can offer a discount to customers who patronize both businesses. This way, tanning will attract the eyeballs of the people who care about their health the most.

However, you must remember that the goal isn’t just to plug your salon; rather, you want to plug the benefits of moderate and responsible tanning practices, in general. The tanning industry won’t continue to thrive if its members stay mum. It needs crusaders on the front line, educating the public.