Chapter 5

Chapters
1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9
2007-08 Lamp Application Guide

Ancillary Services

Ancillary Services
The Maturing Sunless Market
Temporary Tattoos And Body Art
Hydrotherapy
Light Therapy
Body Wraps
Massage Services
Skincare Services
Designing A Salon Skincare Program
Facial Services
Aromatherapy
Waxing Services
Nail Services 
Essentials For Adding Nail Services
Fitness & Tanning 
Health Supplements
Dietary Supplements 
Video & Tanning 
Travel Services 
Retailing Success

CHAPTER FIVE
Ancillary Services

Ancillary services can help salon owners ride out the wave of the tanning off-season. These add-on services remain popular year-round and allow salon owners to leverage their existing customer bases and use much of their same operating models. The indoor tanning salon can play host to a number of ancillary services that can help add additional revenue from a minimal investment of money and staff.

Even if your salon only offers tanning, don’t underestimate your future growth. As the total salon concept becomes more widespread, it may be necessary for you to provide additional services to maintain an edge over your competition.

This chapter examines the practical considerations of adding ancillary services to your mix or cross promoting with other businesses in your area. If your salon only offers tanning, don’t underestimate your future growth. As the total salon concept becomes more widespread, it may be necessary for you to provide additional services to maintain an edge over your competition. Add-on services examined in this chapter include skincare, nails, body wraps, hydrotherapy, light therapy, massage, fitness, sunless tanning, video, day spa amenities, travel and nutritional supplements.

Ancillary Services

Ancillary services can help salon owners buck the ups and downs of the tanning off-season. Such services remain popular year-round, and they allow salon owners to leverage their existing customer bases and use much of their same operating models. The top ancillary services tend to come from the spa industry, where relaxation and pampering blend with the golden skin provided by indoor tanning. LOOKING FIT® has highlighted a selection of ancillary services that are working in tanning salons across the country.

This chapter contains analysis of practical considerations of adding ancillary services to an existing tanning salon in order to provide customers with a complete source for all of their bodycare needs. Even if your salon only offers tanning, don’t underestimate your future growth. As the total salon concept becomes more widespread, it may be necessary for you to provide additional services to maintain an edge over your competition. In fact, many salon owners are realizing that diversification is essential to steady profit centers. Salons can play host to a number of ancillary services that can help add additional revenue with a minimal investment of money and staff.

If you’re looking for an opportunity to increase both your revenue and your clientele, ancillary services may be the answer. Rest assured that if you don’t take advantage of the chance to cater to your clients’ needs, a salon down the street will. Regardless of the positive relationships you’ve established with your clients, they would sooner visit one salon that fulfills all their needs than spend the time tanning at your place and then going elsewhere for related services.

The goal of any tanning salon should be to stand out in a crowded marketplace by offering a unique experience. Salon owners should consider the amount of revenue they can make simply by expanding service to their existing clientele, let alone any new customers they might gain.

For example, by offering a 15-minute pre-tanning skin exfoliation package, you can bump up your normal tanning price by $15, says one industry expert.

While many owners are wary of the prospect of giving up all the space-and potential revenue-of a tanning room, they should keep in mind the new avenues for profit that diversification can provide. Specifically, some of today’s hottest ancillary services are designed to expand the client base to include non-tanners.

Adding a sunless tanning unit, HVLP or a hydrotherapy machine share some basic commonalties as add-ons. No additional licensing is needed for these services, although all require minimal employee training-from 15 minutes to a couple of hours.

The vendors provide educational and promotional materials for staff and customers, emphasizing education as a vital part of attaining success. Just as an employee spends 10 to 15 minutes with a new tanning client to explain procedures and make sure the customer understands how to operate the machinery, staff members will need to do the same with these add-on services.

As far as sales, this equipment is a natural fit with tanning. Salons are used to selling time on equipment, performing minor cleaning and interacting with customers.

In terms of set up, ideally each service should have its own 7-foot by 9-foot room. Slightly smaller rooms can be used, but the door must allow for entry of the various types of equipment. Like tanning, services can be sold in multiple-use packages that pull in higher revenue upfront, as opposed to more expensive single-visit sales. Unlike tanning, the services are not seasonal; therefore, offering a year-round draw to even out a salon’s slower times.

Owners also need to keep in mind that an add-on service is not the way to save a failing business, rather to make a good business better. The last thing you need is to invest in a new product when you’re not even getting customers in for your main line of business.

Ancillary services that do well for you open the doors to future opportunities. If you are considering an add-on service, take the time to do your own research. Evaluate services your customers might enjoy, as well as closely examining any markets you might not be reaching in your area.

In addition to advertising, the best success will come from the client’s overall experience. Salon owners may need to change the lighting or paint in a room and should consider providing headphones to block out any sounds the machinery might make. These upgrades don’t need to be expensive, just addressed.

For the past six years, the sunless segment has been the king of add-on services. The sunless boom began in 1999 and took off in 2000 as a way for salon operators to reach new generations of tanners and open doors the doors to an emerging market. In 2006, salons reported that sunless sessions continued to be popular, but session prices were dropping due to increased competition.

According to results from LOOKING FIT’s 2007 Top 250 Salons survey, 35 percent of U.S. tanning salons offer at least one automatic sunless booth and 10 percent offer sunless airbrush or HVLP/turbine tanning. This number was down from 2006, but it should be viewed in terms of sunless unit sales versus sunless session sales.

Sunless equipment manufacturers reported continued interest and steady sales as many salons added sunless.

They also noted that many chains and franchises added sunless to their business models. In terms of sunless session sales, salons reported around the same number or higher as last season. Many cited that sunless sales, once again, helped salvage a flat year.

On the negative side, many salons were slashing prices or using scare tactics to increase sunless sales. This only hurts the industry, as we are now fighting for mass-market sunless dollars. We are battling a huge anti-tanning coalition that now includes the cosmetic giants and medical associations. We must market these services as a compliment to UV tanning or an alternative to tanning for those individuals who cannot or should not tan indoors or outdoors.

In the past, salons needed a hefty chunk of change—at least $30,000—to purchase a sunless stand-up spray booth. It was quite an investment, especially for a previously unproven ancillary service. Now, times have changed.

Manufacturers have had years to refine their products, and they know salon owners are shopping around for the best units at competitive prices.

Today’s sunless stand-up equipment can still be bought for $30,000 or more, but those machines contain state-of-theart components to deliver more bang for the buck. Plus, sunless is a bona-fide winner for countless salons, making the investment worthwhile.

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 allows more salons to be able to enter the sunless market.

Finally, handheld sunless units are priced as low as just a few hundred dollars. Other costs associated with sunless, such as solution, are dropping as well. Any salon that wants to can afford to offer sunless.

Besides the lowering entry cost for sunless, the ease of setup always is a major appeal to salon owners. Many of today’s stand-up units are self-contained or require very little extra plumbing or electrical.

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 the steadily improving technology of the solution is leading to more realistic results.

Sessions in today’s sunless standups range from minutes to just a few seconds—and they can generate the same price as or much more than a traditional UV session. In other good news, these automated, mess-free moneymakers often take up the same space as a UVtanning unit, so salons can maximize their space.

Technology in sunless spray booths is vastly improved. Some are fully automated including voice commands and touch-free technology. Some have the option of carrying more than one type of solution at once, enabling salons to serve a wide variety of clients more easily.

And as a finishing touch, today’s sunless booths have evolved on the outside too. Their sleek designs provide an attractive fixture in any salon.

These systems can be had at a fraction of the cost of stand-up units, making them affordable for a large number of salons. Salons also can get up and running quickly and easily, leading to a rapid return on investment. Plus, the salon can charge a premium for the service because it requires the constant attention of a technician who applies the sunless solution to the client.

Sunless airbrush machines are driven by an air compressor and deliver a concentrated focus of spray solution. Airbrushing can take up to 20 minutes or more because the technician covers the client’s whole body, including delicate and hard-to-tan areas, with great detail.

The new handheld method on the block is run via turbine motors. By contrast, turbine applications are much quicker—some manufacturers claim sessions as short as four minutes—and the high volume of low-pressure “soft” air flow allows solution to cover a greater area of the body more quickly. However, since these HVLP systems cover so much so fast, sometimes they aren’t suited for detailing. Some turbine spray guns can be adjusted to spray to small diameters or can be switched entirely to a gun made for body detailing.

Also, manufacturers are beginning to create hybrid handheld units to blend the best of airbrush and HVLP/turbine. At least one company already has released its first version.

Rather than the bulky machines of the early days, today’s handheld equipment is shrinking in size, making units more portable while maintaining their effectiveness. This allows salons more flexibility in terms of where to locate the airbrush or turbine, and also to use the freed space for other profit centers.

Manufacturers are addressing noise concerns as well. Compression and turbine systems, by nature, produce loud sounds similar to a vacuum, which salon owners find contradictory to the relaxing environment of the tanning salon.

Improved technology in the machines as well as the advent of noise-reduction cabinets have done well to quiet the airbrush or turbine sunless-tanning experience. In fact, many of these new models made their debut at the last two industry trade shows, and some companies boasted that booth visitors couldn’t tell the machines were operating at their feet.

As airbrush and turbine equipment become smaller and quieter, they also are more efficient. Overspray has been a growing concern in the salon environment because it is simply wasted solution. It leads to greater clean-up demands from salon staff and higher costs to the salon owners who are forced to order solution more frequently.

Manufacturers have invested lots of research and development into addressing the issue of overspray. Less overspray means the solution—and the investment in solution—goes further.

By now, salon staff should know that the tanning ingredient in sunless spray solution—and retail sunless products—is DHA. The colorless sugar reacts with skin proteins, including amino acids, in the outermost layer of skin. The reaction develops brown skin coloring that looks very similar to a natural tan.

DHA is available in varying levels in different solutions to cater to all skin types and desired darkness.

Erythrulose also is used in some solution. Four to five times the cost of DHA, erythrulose works synergistically with DHA to give a more natural-looking tan.

Some solutions contain cosmetic bronzers that give an instant tan color until the DHA begins to develop two to four hours later; other types of solutions, often called “clear,” come without those cosmetic bronzers to ensure there is no staining or streaking. Solution vendors often provide both types to appeal to a wider range of sunless tanning needs.

New sunless spray solution is loaded with the best nutrients, moisturizers and other skin-pampering ingredients such as aloe, vitamins, hyaluronic acid, tyrosine and CoQ10. Solution makers are paying more attention to fragrances too.

As with sunless spray solution, the quality of sunless retail products has improved dramatically. Also, the segment has expanded beyond lotions to include foams, pump sprays and aerosols—plus specialty products for legs and face, etc.

New ingredient and formulation technology has allowed manufacturers to reduce or eliminate staining and streaking, enliven the sunless tan’s color and extend the life of the tan.

The maturation of the sunless industry has paved the way for a variety of pre-tan and post-tan products, in addition to traditional exfoliators and moisturizers. And while they were introduced several years ago, single-use packages of sunlessrelated products have been on the rise.

Towelettes loaded with sunless ingredients provide a convenient, relatively mess-free way to apply sunless solution. Many single-use products are large enough for one full-body application.

Also, cleansing towelettes can be used to wipe impurities from skin to ensure spray solution has an even canvas on which to impart a golden, sunless glow.

In the case that a sunless product is applied where it’s not wanted, several vendors provide correctors that remove stains.

The best the tanning industry can do is keep a watchful eye on local and national legislation—and, in the meantime, take a proactive approach and become as educated as possible about the sunlesstanning process.

In July 2003, the FDA released information on DHA. Its use in cosmetics—including sunless tanning products—is restricted to external application. According to the Code of Federal Regulations, “externally applied” cosmetics are those “applied only to external parts of the body and not to the lips or any body surface covered by mucous membrane.”

Salon staff should take extra care in informing clients to avoid breathing the sunless product during the application process. Consumers also should be told to try to avoid direct application of the product into the eye area, and use a lip balm or other barrier product on the lips and in the nostrils to avoid contact with mucous membrane. There should be proper ventilation for staff and clients in the sunless application area of the salon.

The National Tanning Training Institute offers two courses—with online options—for staff who want to expand their knowledge of the sunless process while enhancing sales and service.

The Introduction To Sunless Tanning course covers the basics of sunless tanning. It is designed to help salon employees address customer needs and promote this increasingly popular service. Sunless tanning has opened up a limitless market, satisfying not only the tanning enthusiast but individuals who otherwise choose not to tan—indoors or outdoors—or who cannot achieve a tan. This course provides sunless tanning basics, an understanding of how they work, clears up any misconceptions of this application and provides tips on using this service to increase profits.

The Sunless Airbrush/HVLP Technician course recently was updated and is designed specifically for the airbrush or HVLP technician. Based on research and tests conducted by leading manufacturers of sunless-spray systems, this course takes the technician from setup to application while discussing technique, safety, pricing and more.

The indoor tanning industry has been ahead of the curve when it comes to high-quality sunless solutions, and new developments in technology will ensure the industry stays there.

Salons that can market the latest sunless stand-up equipment, handheld airbrush or HVLP/turbine equipment, and sunless retail items can capture the virtually limitless potential of new clientele.

Tattoos outdate nearly every beauty trend on the planet. They are popular with teenagers, young adults, military personnel, proud parents, etc. If you look around you probably can spot a tattoo studio on every corner.

In fact, industry veterans agree that teenagers are driving growth in this market, and businesses are profiting from offering the benefits of this inexpensive, painless and non-permanent body art. Unfortunately, many potential tattoo lovers don’t focus on a few relevant tattoo facts: They are painful, expensive and permanent. Airbrush tattoos are the perfect answer to clients who want something to look cool for the weekend or can’t bear the thought of getting a real tattoo.

Modern technology has turned the art of airbrush tattooing into a practical, profitable add-on that can generate a ton of revenue because—after the purchase of the equipment—it only costs a couple dollars to tattoo a client, but salons can charge $25 to $30 for the service.

Traditional tattoos involve multiple intradermal injections of the skin by a small machine having one or more needles connected to tubes containing the dyes. The procedure involves a variable amount of pain and a small amount of bleeding. It can take several hours depending on the size of the tattoo. The site of application usually takes seven to 10 days to heal. The application process obviously isn’t fun, but the worst part about traditional tattoos is that they are permanent.

Another drawback to traditional tattoos is that a beauty accent an individual wants to show off at the beach isn’t necessarily the one he or she wants to advertise at work, at a sporting event, at the dance or at dinner.

That’s probably why airbrush tattoos are one the hottest emerging trends in the beauty industry. Today’s technology allows consumers to get a beautiful tattoo that is painless, affordable, temporary and a lot of fun. It also only takes a few minutes to apply a temporary airbrush tattoo.

Industry insiders agree that the benefits to salon owners is that it’s easy to set up this service, easy to sell it and easy to perform it. Additionally, the profit margins are large since each airbrush tattoo will cost a tanning salon $2 to $3 and they sell for $20 to $30.

The principal allure of airbrush tattoos to clients is that they look great but are temporary.

“Beauty accents have to be temporary because tastes and preferences change,” says one industry supplier. “What we feel looks good on us changes with age and circumstance.”

Even in winter in northern states such as Michigan and Minnesota, airbrush tattoos sell well. In terms of marketing, airbrush tattoos are the perfect service for events, special occasions and holidays.

“Valentine’s Day is the perfect holiday for lovers to airbrush hearts or a rose on their arm or back to impress their sweethearts,” he says. “And who wouldn’t want to avoid being pinched on St. Patrick’s Day with a traditional four-leaf clover.”

Another great way to make a bundle of dough is to target the high-school market, especially during football season.

“During homecoming season, one salon operator told me he was airbrushing more than 30 kids a day,” he adds. “They love to wear their school’s colors or mascot for that special night and then go home and scrub it off with baby oil or rubbing alcohol before school on Monday morning.”

Another plus for tanning salon operators is that the application process isn’t difficult. Any employee can be an expert in a half-hour with the proper training. According to industry insiders, the process is so simple and no different than a technician airbrushing nails at a hair salon.

Airbrush tattoos can last up to 10 days if they are applied properly. The first step is to clean the skin with soap and water, then again with alcohol. It’s like the adage in the indoor tanning industry that healthy skin tans best. With airbrush tattoos, clean skin tattoos best.

Airbrush tattoos offer tanning salon clients the great way to express their personalities and to feel special. This fact, together with affordability and easy, fast application, makes airbrush tattoos the hottest new product and service in the entire cosmetics industry.

Hydrotherapy

While other types of ancillary services are labor-intensive, hydrotherapy—the therapeutic use of water-is popular in tanning salons because machines do most of the work.

Rather than a massage therapist applying hand pressure to sore or tight muscles, water massage or hydro-massage involves heated water applied by therapeutic jets. Heat has been known to soothe the body. Also, massage stimulates blood circulation, which helps a person achieve a more even tan, says one industry expert.

Water is contained in rubber and plastic liners, so users can stay fully clothed. Since there is no disrobing, clients feel more comfortable; plus, salon owners don’t need to put the machine in a private room, thus freeing the room for a tanning unit or other profit center.

Hydrotherapy massage units are evolving into sleek, attractive additions to the salon. Manufacturers have improved the technology of user controls, allowing for a wider variety of massage programs and more personalized sessions.

A hydrotherapy machine can be used as an eye-catching piece of equipment to attract customers. By continuing to upgrade salon quality, most tanning salons will gain market share.

Steam is another method of hydrotherapy. Steam can provide much the same benefits of hydro-massage or body wraps: toxin cleansing, increased circulation and inch loss. It also can be used as a pretreatment to enhance other body services.

Since hot tubs and saunas aren’t practical in tanning salons where square feet are at a premium, manufacturers have developed space-saving machines that produce similar end results. Some manufacturers offer machines that incorporate steam with a number of other therapeutic effects in one session, such as heat, oxygen and massage.

The No. 1 cause of the development of the signs of aging is dehydration, says an industry veteran. By integrating steam, infrared and oxygen therapy into the tanning regimen, the client is re-nourishing the skin with what it needs most to stay soft, supple and glowing: moisture and oxygen.

Light Therapy

Light therapy has been used to treat sleep disorders and depression, but researchers are beginning to see other specific applications for well-being. There are two main methods of light therapy that can be incorporated into the tanning salon: photorejuvenation and photomodulation.

Photorejuvenation uses intense pulsed light (IPL) of red and infrared lengths to induce skin healing. This type of treatment penetrates to the dermis to help repair collagen there while erasing a number of skin conditions and signs of aging on the surface.

Photomodulation activates skin cells with pulses of low-level, non-thermal light energy from light-emitting diodes (LEDs). This procedure has been shown to reduce wrinkles, redness and pore size around the eyes.

Basically, LED treatments give skin a “light bath” that targets specific cells that absorb a specific wavelength of light. The U.S. Food and Drug Administration has approved LED therapy in cosmetic applications because it carries no risk of overexposure or eye injuries, says one industry vendor.

“With LED light therapy, you’re working within the body’s own natural processes,” says one industry supplier. “Your body converts light energy-the photon-into cellular energy. With red light, at 633 nanometers, you’re energizing those cells that are responsible for collagen and elastin manufacture.”

Specially designed topical skincare products are used in conjunction with LED therapy, giving skin the nutrients it needs to maximize the heightened state of cells. These products can lead to additional profit potential for salons.

LED systems are alluring because they fit into a salon’s current operating model. There is limited employee interaction, and some machines even integrate into the salon’s time system. Because there is little service involved, the cost stays low for the end consumer. This means the tanning salon can differentiate itself from other salons in the area-or even other skincare providers such as dermatologists and day spas.

Body Wraps

According to industry experts, body wraps can transform a traditional tanning and nail salon into a highly profitable multi-service tanning and day spa facility. And, in some cases, it may be only a matter of months before a body wrap business is generating as much income as the tanning business. In addition, by providing body wrap services, salons steadily can increase their year-round profitability.

Weight loss is one of the most talked-about, researched and fretted-over issues in the world. It’s important to tanning salons because appearance, weight loss and tans all are feathers from the same bird, and it’s a main reason why body wraps quickly are becoming a popular service option. The unique service produces therapeutic and cosmetic benefits by cleansing the body of toxins and reducing inches. Body wraps can be added to a salon’s menu of services and provide a great way for a customer to improve, tone and tighten the look and texture of his or her skin.

Expanding services at the salon creates excitement that clients will share with their friends. News spreads fast for services that actually work, and quick weight loss or size loss is prime conversation material for any gathering.

Body wraps date back to ancient Egypt; however, the concept of using body wraps for inch loss and body contouring has been around for about 25 years. They first came into the public’s eye in the 1970s when Phil Donahue featured a series of demonstrations on his daytime talk show. Today, body wraps are one of the hottest beauty trends and an ideal complement to the “look good, feel great” tanning industry.

There are basically three types of body wraps, each with slightly different functions. Aloe wraps and mineral wraps are geared mainly toward moisturizing and conditioning the skin, while clay wraps are intended more for the quick withdrawal of impurities from the skin.

Experts say with each treatment, the customer can expect to lose a total of four to 15 inches from measurements taken at different places on the body. With these body wraps, the loss only will be from where the fat is. This is an internal toxin cleanse that will be flushed through the lymphatic system by drinking water.

In general, body wraps work on the lymphatic system to rid the body of toxins and impurities that have been introduced into the body through forms of pollutants. The circulatory and lymphatic systems then carry blood and lymph through the body. The lymph fluid is moved by the same mechanisms in the body that return blood to the heart.

Within this fluid there are microscopic vessels called lymphatic capillaries that drain excess fluid that does not return to the blood capillaries. In addition, these capillaries also absorb protein from the tissue fluid. When fluids enter the lymphatic capillaries, they take on the name lymph. The lymphatic system provides the body with immune defenses and removes foreign waste and cell debris from the blood. This lymphatic fluid or lymph moves through a network of vessels where pressure from blood in neighboring capillaries forces lymph into tissue spaces where it gives the appearance of enlarged fatty tissue on the abdomen, buttocks and thighs.

The actual wrapping material can be an elastic wrap, which is about 8 percent cotton for absorbency, a cotton-gauze material or a cellophane wrap. If elastic or gauze wraps are used, in most cases they are soaked and heated in one of the solutions and then are applied to the body, starting at the feet and working up toward the heart. With the cellophane wrap, the solutions are put on the skin first, and then the wrap is applied. A person can be covered from ankle to neck with wraps.

The solution stays in the body for three to four days, so more loss occurs as the client drinks the recommended three to four liters of water per day. A series of 12 treatments usually results in a loss of two clothes sizes.

In addition to helping clients look better, one of the service’s biggest draws for salons is that it will bring new customers in who may tan with a competitor or individuals who may not tan at all.

“Clients from other salons will come to your business for body wraps,” says an industry vendor. “That is a golden opportunity to make them become your clients for additional services.”

“People are looking for this service and it is an awesome way to increase business all year long,” says another supplier. “Like with sunless tanning, body wraps are excellent for clients who are preparing to attend proms, weddings, a big date, spring break, etc.”

Supplies 

Body wrapping is a service that can be learned quickly and easily, so several salon staff members can be trained to become body wrap technicians. A technician typically only needs six or seven practice wraps to achieve professional wrap techniques for clients.

Most of the techniques used for body wraps do not require a state license such as those necessary for massage, hair or nail services. However, this should not imply that a salon owner should enter this business without serious preparation and understanding of issues such as pre-existing medical conditions, first aid, infection control and prescription medications that could cause complications.

The average selling cost of a body wrap ranges from $55 to more than $100 depending on location and the types of services provided. More elaborate services can include exfoliation and body scrubs and will produce a higher price. Salons often apply the same principles to body-wrapping sessions as they do with tanning: they offer their clients packages.

“Body-wrap packages can sell for $400 to $900 with continued success after each treatment,” says another expert. “Our research shows that 73 percent of clients having one body wrap will buy a series of seven to 12 treatments; so one new client responding to a newspaper or radio ad can pay for that ad.”

“A salon also needs to have a private room that is big enough for the person to comfortably lie down and for his or her technician to maneuver in,” she continues. “Plus, a client needs a place to sit and relax while the wrap is working.”

A recliner lounge chair, a facial table or massage table is suitable for the client to lounge comfortably for about 45 minutes. The most profit is seen when one technician can wrap two or three clients to lounge at the same time.

By researching the ingredients, wrap methods and the wrap manufacturer, the salon owner can determine what is wanted by the clients who come to the salon. Once the salon operator knows what his or her clients want, it’s important to find a product line or lines and believe in the performance claims. The other key is to make sure salon employees can accurately explain the various wraps and answer customers’ questions intelligently.

Salon personnel will be explaining the treatment over and over to prospective clients, so the facts are essential. Customers will ask questions because it’s a largely unknown procedure. Let them know the specifics.

• The wraps are pre-soaked at the appropriate temperature and time before treatment.
• The body wrap is measured in 16 different areas prior to application.
• The body is fully exfoliated to remove dead skin cells and increase vascular circulation.
• The body is prepared using an aloe amino mist to prepare and open pores.
• The body is prepped using the appropriate products for skin type and desired results.
• The body is wrapped accordingly. Client remains in wraps at different time intervals according to the various methods of body wrap treatments being provided.
• After appropriate time, wraps are removed and body is measured for inch loss.
• Home care instructions are provided along with some care products available for sale.

Adding massage therapy to a tanning salon could be beneficial to the client and the salon owner; the client receives a massage with the feel of a spa experience, and the owner can profit from the increased business. Start-up costs to add massage therapy can vary from salon to salon; however, utilizing good marketing techniques and servicing clients’ needs may stretch far beyond the initial investment.

“It takes the tanning salon from a seasonal business and turns it into year-round,” says one successful salon owner.

“You’ll get new people in. The reason for adding massage is the fact that you want to bring in a different client.”

“You would need some additional area because massage tables are six feet long,” explains Brenda L. Griffith, The American Massage Therapy Association’s immediate past president.

Facility layout can play a key role in keeping clients from going elsewhere to have a massage. “You don’t want to have a room so cramped that if feels claustrophobic,” she says, adding that if possible, the massage area should be placed away from heavy foot traffic and where the lighting, temperature and noise can be controlled. “The more you can do to make it a welcoming environment-that really helps to keep people there.”

There are several different types of tables to consider for purchase. “I would suggest getting a height-adjustable table,” Griffith says. “You want a table that therapists who are different heights could still use and not hurt themselves.” 

Purchasing different types of equipment also needs to be considered, including heating pads, bolsters, hot stones, certain pillows and wedges used for pregnancy massages.

“Look for a reputable source that has been around for awhile,” Minton says. “For massage tables that are basic, look for gently used. For very advanced equipment like lasers, consider leasing.”

Going online may be a good place to begin looking for massage equipment. There are many places to find equipment manufacturers, Minton says. Another good resource for equipment is spa or massage industry publications. Griffith suggests the American Massage Therapy Association’s (AMTA) quarterly Massage Therapy Journal.

“It’s available off the rack and has a lot of advertising by a lot of different manufacturers and companies of tables and spa products,” she says.

The initial cost for equipment will depend on many factors; experts suggests a $4,000 investment is needed to start. This figure also includes other administrative materials the massage therapists will need for record keeping.

To do it the right way, you have to have charts and printed materials. It’s very important to make sure it’s all done very professionally, and that files are kept on everyone. For instance, good records of client interviews and follow-up calls can be important for all parties involved. Printed musculoskeletal charts can be a helpful tool for the therapist because the client can better communicate his or her needs.

Not all states require licensed massage therapists, however. But those states that don’t require a license often have locality ordinances, Griffith says. Tanning salon owners should check with their cities or counties to find out what kinds of ordinances are in existence.

It is suggested to hire licensed practitioners, perform background checks, and investigate how many hours they have completed, what their techniques are and if they carry insurance. “Always be sure that there is liability insurance, and ask the massage therapist to give you a certificate of insurance.

The number of massage therapists available at a tanning salon depends on several factors such as traffic within the salon and the size of the business. When starting out, it’s advisable to looking at having several part-time therapists. The idea here is no therapist can afford to cover a huge block of time in a week not knowing if there is going to be income.

“Two part-time on-call therapists would be sufficient for a non-massage regular-sized place to get going,” Minton says. For large establishments, three to five are recommended, she says.

Regardless of how many massage therapists work at the salon, they still reflect upon the salon. First and foremost, you need to offer competent therapists.

“Multimedia is the way it has to be,” says another salon operator. “You bring yourself up a notch in professionalism. You’ve gone from a tanning salon to a spa.”

She utilizes several outlets, including television, local papers, travel guides and various Web sites, as well as cross-promoting with bed-and-breakfasts, hotels and motels, festivals, conferences and conventions, and at local convention centers. According to Griffith, representation at local health fairs or smaller malls and sidewalk sales is a way to market services.

To cater to existing tanning customers and suggests beginning with chair massages and table massages. The best way to bridge the gap from tanning to massage is to offer both in one package. Classics such as Swedish, sports, deep-tissue and stone massages are ideal, Minton says. “The average national cost for massage is $65 to 70 per hour. That includes prices as low as $25 in the Midwest to prices as high as $120 in Manhattan,” she adds.

Suggestive and consultative selling educates the client on the salon’s services and allows him or her to make a decision. It’s very important to ask the tanning clients when they call for an appointment if they also want a massage. If employees suggest to the person that he or she tan first, then they’re going to be able to incorporate both.

Minton suggests a frequent-buyer program and pre-booking. “Try to promote an esthetic add-on to the massage like a buff and self-tanning, paraffin dip or mini facial,” she says.

Customer survey cards can provide additional information about the clients’ wants and needs.

According to Minton, it’s all about pay, because massage therapy is laborintensive and doesn’t usually lend to retail-sales opportunities. Thirty-seven percent commission is about as high as one can go and make money.

Before deciding on a pay split with massage therapists, Griffith suggests considering if incentives should be offered to massage therapists bringing in new or existing business of their own. “In any business situation, the more defined the parameters, the better everybody’s going to be able to service their clientele-the happier the place is going to be,” she says.

There are many facets a tanning salon owner must take into account when deciding to add massage therapy to his or her business. Providing well-trained therapists who can help market tanning packages may be a good place to start. Marketing massage therapy to existing clientele also may extend their loyalty, in addition to increasing the tanning salon’s bottom line.

Skincare Services

Skincare continues to be one of the fastest-growing segments of the beauty market. Theories to explain what is spurring this growth are varied; however, the trend itself cannot be questioned. One of the most popular explanations is that, giving proof to their worst fears, baby boomers and yuppies are aging and the effects of years of too much stress and too little restraint finally are beginning to show.

The fact that this group of consumers makes up only one-third of the U.S. population but controls two-thirds of the country’s disposable income makes it all the more attractive as a customer group. If you’re in the business of offering skincare services, or even planning to get into it, there are two things of which you should be aware: First, consumers who pride themselves on thinking and acting young have the funds to keep their outer appearances from contradicting their inner convictions; second, if you want to be in the business of assisting them in this pursuit, you’re going to have a lot of competition. On the other hand, skincare is potentially a huge market. Few Americans currently treat themselves to regular skincare, although most, if not all, should.

Out of this huge potential market, there are and will be many different degrees of service required to satisfy the range of their wants and needs. In fact, there are six distinct and, for the most part, non-competing levels of skincare services currently offered in the United States. Each has its function and its own consumer group and, in concert, all enhance one another by creating heightened awareness of skincare in general.

Services performed usually are limited to superficial cleaning of the facial skin and demonstration of how to apply makeup. Descriptions of the products available and their effects are also a part of the sales pitch. The focus is more on the products themselves than on treatments or skincare as a whole.

The products in these lines usually consist of scrubs, cleansers, toners and a variety of moisturizers. Packaging and promotion are very slick, much more so than in almost any other skincare level, and often are backed by ad campaigns in national consumer beauty and fashion magazines. There is some debate whether the products deliver all that is promised in the ads, but they do usually offer more long-term benefits than their drug and grocery store relatives.

The products used and sold may be from a variety of manufacturers and almost always incorporate both insalon and at-home versions of cleansers, exfoliants, toners and moisturizers, in addition to makeup.

These salons may have their own extensive product line covering a wide range of skincare treatments for a variety of skin types and conditions. Typically, services such as cleansing, facials, light peels, aromatherapy, normalizing of problem skin conditions and even camouflaging makeup are performed.

Clients may realize real, long-term benefits in these salons, and should usually be prepared to pay for them.

A growing area requiring intensive training, this level deals frequently with clearing acne, post-surgical scar reduction, restoring skin tone after liposuction, improving elasticity of facial skin following face lifts, burn therapy, electrolysis and a number of other medical subjects. Doctors in these areas are becoming increasingly sensitive to patients’ concerns about cosmetic effects of common treatments and are more willing than ever before to work with knowledgeable skincare professionals.

Paramedical skincare clinics are not tied into one brand of products, as the range of their needs usually goes beyond the abilities of any single product line.

Services include cleansing and toning, peels, camouflaging makeup, permanent makeup and the treatment of chronic skin conditions.

The range of procedures and products open to them is far too extensive to discuss here, nor would such a discussion even be profitable. However, since they are becoming increasingly open to working with others in the skincare industry, any valid description of the field must include them.

Together, all six levels can cooperate to enhance the value of skincare perceived by the public as a whole, which will tend to create a better business climate for all concerned. Whether they begin in the grocery store, the department store or the beauty salon, anything people do for their skin that they weren’t doing before is an improvement.

Developing a complete skincare program for your customers can open up some important doors for your business. “Skin is in” in all respects. There is lot to know about the field of skincare and the endless number of quality product options that are available. The following are some helpful tips on entering the business.

If salon owners wish to get involved in skincare services, there are various factors they should consider. First, they have to have the space: at least an 8-foot by 9-foot room. Performing skincare procedures requires a private area. Because it is a very personal thing, the environment in which the procedures are performed should be quiet, peaceful and completely relaxing.

They also will need various types of equipment. Setting up a skincare center runs can range anywhere between $3,000 and up. Essentials include a facial couch, a chair for the esthetician, a magnifying glass, a steamer, a sterilizer, a cart to hold the products, and gowns for the clients.

Product packaging and displays also are important. They should be attractive and plainly visible to the customer. The content of the package is most important, of course. However, it is the outer cover that appeals to the client’s love of beauty.

It is important to fully educate salon staff on product use. The salon skincare specialists should know the product line inside and out. Any company that offers an in-home product line should be able to thoroughly explain the products to each customer. Many skincare companies offer product training for salon staff.

The education process also should be emphasized. A major problem in the United States is the limited training available to facialists. The majority of the professional schools’ training is dedicated to hair and nails. This is why the skincare line you choose should offer complete product training. To make your salon as professional as possible, you really should hire an esthetician.

You also need to make certain the product line with which you become involved is suited to the requirements of your clientele. A professional businesswoman needs products that are easy and quick to use and that also will be convenient to take on trips. A woman who has a simpler lifestyle, on the other hand, has a little more time to spend on tedious applications. Determine which type of woman frequents your salon most, then go with a product line to complement her, or offer lines for each if your clientele warrants it.

If you have quite a few male clients, you should choose a product line that will be appealing to them as well. Men are turned off by some scents in skincare products.

Look for a line that is either unscented or just slightly scented. Though male skin varies only slightly from female skin, some procedures are performed differently on men. For example, one area of a man’s skin may be emphasized more than that same area of a woman’s skin. You also may want to add some extra products to your line for men, such as special shaving creams.

Older clients also have special needs. Their skin requires heavier moisturizers and more gentle cleansers and toners. They usually use moisturizers more frequently too, since their skin has a very small amount of oil.

Don’t forget about your younger customers, those in their teens and early 20s. They too have particular skin characteristics. Their skin tends to have an abundance of oils; therefore, they typically need astringents, stronger cleansers and more intense toners.

Before making a decision on a product line, do a breakdown of your clientele to see who makes up the majority, be it businesswomen, housewives, men, elderly clients or teen-agers. After you’ve done this, you’re ready to choose a product line.

Now, however, cleansers are mostly water soluble, so toners can be made generally alcohol free. As a result, the drying effect that used to be caused by the old toners is no longer a problem. A toner is basically used to refresh the skin, not to strip it of its natural oils. By using a nonastringent toner, the natural acidity of the skin is restored. Equally important is the fact that by dampening the skin, toners even out the absorption of moisturizers.

Moisturizers are absorbed into the upper layers of the outer skin (the epidermis). They cannot penetrate into the dermis or muscle. Even if a manufacturer claimed a product could penetrate that deeply, it would be useless because the purpose of a moisturizer is to protect the lower layers of the skin by forming a seal on the upper layers. In addition, the FDA considers any product that penetrates far enough to get into the bloodstream to be a drug, and it is regulated as such.

Moisturizers also should contain a sunscreen. Minimizing the effects of uncontrolled exposure to UV rays should be a major concern to clients. Such products should be reapplied at least every six hours.

Now that you have a basic knowledge of the various types of skincare services that tanning salons can offer, it is time to delve deeper into an area that is gaining in popularity. Tanning salons easily can incorporate facial services into their offerings, thus becoming an all-around skincare stop for their clients. In fact, many salons are gaining non-tanning customers because they are offering services that have a wide market appeal.

The skin on the face is one of the most sensitive areas of the body, as well as the area most exposed to the daily environment. As a result, the face often is the first part of the body that begins to show signs of dehydration, stress, fatigue and premature aging.

Therefore, many Americans believe that facials are a necessity for revitalizing dull, tired skin by rejuvenating it and blood cells by supplying it with lost moisture, removing toxins and impurities as well as improving elasticity, texture and overall appearance.

Today, a great variety of natural and synthetic products are marketed as facial masks to improve the appearance of the skin. These preparations usually are in paste, gel or dry powders that are meant to be mixed with other ingredients. Masks are applied to the face while moist and allowed to dry or set, thus producing a tightening and stimulating sensation. When removed from the face, dead cells and other impurities are removed with the mask.

Other masks, such as the wax mask or the peel-off type mask cause the skin to perspire. The perspiration then is trapped beneath the mask so that it is does not evaporate. Instead, the moisture is forced into the skin where it plumps up fine lines.

Many commercial masks on the market claim to remove oil, blackheads, dead surface cells and other debris from the follicles and surface of the skin; however, some of these claims may be exaggerated. A mask should be used at the end of a facial treatment, for its beneficial ingredients and its calming, smoothing, toning and hydrating effects.

Masks generally are classified as warm or cold. A good mask must be safe to use and nontoxic. The mask should be smooth and contain no gritty particles and should be of a consistency that spreads over the face easily. In addition, masks should be able to be removed easily with cotton compresses, sponges and tepid water. If a peeling mask is used, it must peel off the face without causing discomfort to the client.

There are many different types of ingredients used in masks. They include glycerin, zinc oxide, calamine, magnesium, fuller’s earth and sulfur. Additionally, almond oil, rose water, orange flower or witch hazel often are used in masks to stimulate the skin and bring forth smoothing qualities when the skin is irritated.

Masks come in two forms—clay and gels. Most masks are applied with a spatula and easily can be smoothed on the face with the fingers. The clay mask absorbs oil and debris from the skin leaving it with a smoother more even texture. Clay produces a healing action that is beneficial in reducing inflammation and often mild bleaching agents also are added to the mask.

The gel mask may be clear or tinted and should be spread on the face evenly. The first type of gel mask is the peel-off type. This mask is allowed to dry on the face and usually is peeled off in one piece. The peel-off mask prevents evaporation of perspiration and forces the moisture into the corneum layer of the skin.

The second type of gel mask, also called a jelly mask, does not necessarily need to dry on the face since its active ingredients can be more beneficial to the skin before it dries out. This type of mask helps to hydrate the skin. It does not absorb or remove oils, dead cells or debris; however, it’s beneficial because of its calming, soothing and refreshing effects on the skin.

Commercial masks used in the salon usually come in bulk form. Once a salon owner decides the mask to be used for the client’s particular skin condition, enough ingredients for one application is placed in a container. Some masks, such as a yeast mask, come in dry powder or in flake form and must be premixed.

In addition, masks such as the yeast mask or the herbal jelly mask are beneficial for most types of skin conditions and may be applied to the entire face and neck. However, others may be formulated for a particular skin condition such as dry skin or oily skin. Therefore, in the case of combination skin, each area of the face must be treated separately for its particular condition. Masks formulated for dry skin are applied to the dry areas and masks formulated for oily skin are applied to the oily areas.

Most general marketing guidelines also apply to marketing facial and skincare products. Every culture has its own perception of what is good and bad. Until recently, Americans have not had the advantage of growing up in a society that values spa treatments as a prescription for a good life. Teaching clients about these services, including facials, is the first task for American salon owners. Once clients are educated about the tremendous benefits of these therapies, acceptance and then demand naturally will follow.

Aromatherapy

Good health and healthy living have moved to the top of many Americans’ priority list. It is hard to open any mainstream magazine that does not have an article on how to lose weight, quit smoking or exercise more. As part of this healthier-living regime, people also are turning to more holistic ways of dealing with the aches and pains of growing older and are looking for better ways to relieve stress and relax. Thus, aromatherapy, in all forms, has thrust its way back into everyday vocabulary.

However, aromatherapy is not just a process that can be practiced at home and many indoor tanning salons have implemented various forms of aromatherapy not only to increase revenue, but also to allow the therapeutic values to wash over their customers three or four times a week.

Plant aromatics also were utilized in India as part of the ancient medical practice known as ayurveda. Many of these practices still are in existence today.

At the beginning of the 20th century, particularly in France and England, a movement by noted doctors and scholars in the naturopathic and medical communities prompted a reawakening to the benefits of natural medicine and aromatherapy. Today, throughout England and the United States, aromatherapy is a commonly accepted alternative medicine. In France, it is common to find doctors who practice aromatherapy, pharmacies that sell essential oils and health insurance companies that reimburse for treatments using these approaches.

Aromatherapy is considered an alternative that can improve the quality of life on a physical, emotional and spiritual level and already is a part of our lives, although we may not have associated the name with the experience.

The practice of aromatherapy includes using pure essential oils, extracted from a number of different parts of a flower, to relax, balance and rejuvenate body, mind and spirit. The results of aromatherapy are very individual. While there is general agreement about the actions of certain oils, aromatherapy texts vary in their descriptions of the properties and characteristics of an essential oil. In addition, no two people are affected by the same essential oil in exactly the same way. Even the same person can be affected differently by the same oil depending on surroundings, time of day and mood.

Aromatherapy is a scent- and touch-based therapy that works in two ways. The most common method is inhaling the fragrance, an act that sends a message to the brain through the olfactory nerves. Once the scent is detected, it travels through the endocrine and hormonal system, eventually relaxing the body’s muscles.

Either instead of or in addition to, you can opt to massage the soothing scented oils and lotions directly into the skin.

Essential oils have many uses, although it is the sense of smell, being so closely linked to an individual’s emotions, which plays the largest part in recognizing the power of aromatherapy.

Whether it is realized or not, the scents that surround people can change their moods, lift or lower their spirits, attract others to them or put others off. Sensory experts have now established that smells can influence where people stand or sit in a room, how long they will stay and how much they will enjoy themselves. In addition, aromatic cells can alleviate medical symptoms, prevent illness and disorders, influence moods or create special environments in homes or offices—all without the chemical pollution of the body or the environment.

There also are many ways that salons can incorporate aromatherapy into their tanning business. One simple way is by just adding candles to your tanning rooms.

“Aromatherapy candles are perfect for salon owners who are uncomfortable handling and mixing essential oils,” says one veteran salon/spa owner in Washington. “Most people are familiar with candles and many find them more convenient and easier to use. In addition, salon owners might want to consider using aromatherapy in conjunction with steam therapy, which allows the client to receive the inhalation benefits without the salon owner really having to know a lot about it.”

Other salon owners who have implemented spa services use aromatherapy in conjunction with other services such as facials, mud treatments and cellulite reduction. For example, essential oils can be used a number of different ways including internally, externally through the skin (massage, bath, friction and application), for skincare and cosmetic use (facials, compresses, masks, lotions and creams) and through the respiratory system (inhalation and nebulization). Additionally, a number of tanning equipment manufacturers are including aromatherapy misting to their lists of equipment options.

In whatever form chosen to apply essential oils, the sense of smell plays the largest part in recognizing the power of aromatherapy. Through the sense of smell, the olfactory nerves pass a message on to the brain that scientists have documented can produce both a physical and psychological response within four seconds.

The second most common route for essential oils is through the body’s largest organ—the skin. The essential ingredients of oil can be absorbed quickly into the skin via the hair follicle, with an almost instant effect. When applied to the skin, these oils regulate the activity of the capillaries and restore vitality to the tissues.

In addition, they also facilitate the elimination of waste matter and dead cells, consequently promoting the regeneration of new, healthy cells.

It is important to understand that essential oils themselves do not cure—the body takes care of that. Essential oils, when properly administered, produce no harmful side effects and mobilize the body’s own self-healing powers. Although most essential oils are sage and beneficial, there are some exceptions. Be sure to have customers consult their doctor before administering any type of holistic medicine.

Aromatherapy has survived the ages and now is experiencing a reawakening. What better way to improve health, appearance and the surrounding environment of your salon than by adding the natural pleasures of aromatherapy.

The following list provides examples of individual fragrances and oils and what effects they are known to produce:

• Calming: Lavender, marjoram and chamomile.
• Stimulant: Sage, rosemary, pine and mint.
• Aphrodisiac: Ylang ylang, sandalwood, ginger and peppermint.
• Lungs: Eucalyptus, lavender, pine and hyssop.
• Nervousness: Mugwort, petitgrain, marjoram and neroli.
• Hypertension (high blood pressure): Ylang ylang, lavender and lemon.
• Hypotension (low blood pressure): Hyssop, sage, thyme and rosemary.
• Antidepressant: Frankincense, myrrh and cedarwood.
• Purifier: Lemongrass, pine, geranium and oregano.
• Insomnia: Neroli, marjoram and chamomile.
• To strengthen the brain and fortify memory: Basil, juniper and rosemary.

Tanning clients can indulge in both paraffin and depilatory waxing treatments year-round. Paraffin treatments involve painting or dipping the skin with hot paraffin wax, which possibly can prolong the life of a tan through increased skin hydration and moisturization. Depilatory or hair-removal waxing can establish a skincare regime for those who seek a hairless body image.

Since tanning is seasonal, waxing treatments would provide owners some extra income during the slower periods. Plus, the more services a client is provided, the longer he or she will stay at the salon, which opens up opportunities for additional sales.

While waxing services can possibly boost business, there are some drawbacks, especially related to overexposure and other skin sensitivities.

One expert recommends no sun exposure 24 to 48 hours before or after waxing. “If you take hot wax and put it on freshly overexposed skin it’s going to cause some challenges-anything from scabbing to blistering,” she says.

Also, after waxing or hair removal, the last thing a person would want to do is use a tingle lotion and get into a tanning bed since the skin is going to be sensitive to products.

A salon owner could begin with a $500 to $1,000 investment, which would include a range from low-end to high-end equipment. “For $1,000, they only have to do 10 full-body paraffin cocoons and it’s paid for—if they are charging $100 per treatment,” says another industry veteran. “Invest in something that is going to give you the return value fairly quickly.”

Medical-grade, low-melt paraffin remains pliable and molds over the body to lock in heat. Some compare the consistency of the heated paraffin to taffy. The wax used for depilatory treatments is resin-based because it’s designed to surround itself around hair and adhere to it, so once the strip is removed, the hair also is removed.

Equipment needed to perform the full-body paraffin treatment includes a massage table, plastic and metallic sheets, a thermal blanket, a stainless-steel-lined tank, and disposable applicators, brushes, mitts or booties for hands and feet.

Depilatory treatments require a separate heated pot, which should be covered when not in use. Roll-on wax applicators with special heating units also are an option. In addition to disposable wax applicators and muslin strips, it’s suggested to have available a table or facial chair, tweezers, scissors, brushes and a mirror.

Experts recommend retailing products for pre- and post-waxing treatments. There are products to weaken hair follicles, numbing sprays, antiseptic lotions, after-wax cooling gels and no-bump lotions. Some products aren’t geared necessarily for waxing, but for shaving, where some of the same properties apply.

Properly trained skincare technicians are equipped to determine which types of waxing treatments to offer clients. Client consultation and questionnaires can uncover if certain skin conditions, treatments or products used by the client pose any risk factors prior to waxing.

Skincare professionals should be made aware of any types of spa treatments currently offered at the salon, and of how many waxing services the technician would perform during a shift. “You won’t get the professional person just to do the waxing,” says a Washington salon owner. The person will make money through selling retail products and performing other skincare treatments, she explains.

The salon should have the appropriate insurance to perform wax treatments, and should follow strict cleanliness guidelines. Such treatments may not be covered under existing insurance plans, and would expose the salon to unnecessary risk.

Some state boards may set parameters on where treatments can be administered within the salon, so it’s best to check.

Experts also recommend that any body service be performed in a separate area due to the nature of the treatment. Wax treatments should take place in a room apart from tanning rooms. The area should be comforting to clients to enhance their experience, which may include incorporating relaxing music or candles.

The full-body paraffin cocoon warms up the body and soul and makes you feel great. The skin is cleansed and moisturized, and then wax is painted onto the client who is cocooned for 30 minutes. The paraffin peels off like snake skin, leaving the skin soft and hydrated. The effects of paraffin last about 14 days; however, a full-body paraffin cocoon can be intense, so experts recommend one a month.

Body exfoliation, full-body paraffin cocoons, salt-glow treatments or body wraps also are suggested to condition the skin. “If you offered a full-body polish with a full-body paraffin cocoon, their tan would just be phenomenal,” says another successful salon owner.

Tanners also should be encouraged to exfoliate and hydrate every day regardless, to help keep skin conditioned as well as maintain the healthiness of the clients’ tans. This is especially important for someone who is prone to in-grown hairs because exfoliating will help before a depilatory wax.

Depilatory wax-treatment prices generally are regionalized. However, the size of the area to be waxed and how much hair needs to be removed also play a factor in pricing.

The price for paraffin treatments can be based on how long the room will be used for one treatment. For example, one session can tie up the room for almost an hour. If the body treatment generates less money in that time than a tanning room, a salon owner could charge accordingly to make up the difference.

Once prices are established, wax treatments can be marketed using current methods used at the salon, but targeting athletic-minded individuals.

To promote paraffin treatments, provide a complimentary hand dip that allows clients to experience the sensation. Dipping one hand will allow the client to compare the treatment’s effectiveness between hands.

Advertising treatments outside of the salon can include cross-promotions with like-minded businesses. Try marketing at local gyms or runners’ clubs where salon owners can reach body builders, cyclists, swimmers, marathon runners or triatheletes— anyone who may prefer no hair. Also try advertising in sports-specific retail shops with signage or fliers.

Wax treatments at a tanning salon can increase traffic as well as provide extra income for the salon. A good place to begin is with the right licensed skincare professional and a quality line of products and equipment for use and retail. Pursuing a market through effective marketing can possibly expand the clientele base and bottom line.

Nail Services

Nails, like hair, have long been a woman’s pride and joy. Many women go to extensive lengths to preserve the benefits and improve the look of their nails. You, the salon owner, could capitalize on this great love of nails. There’s not a woman in the world who doesn’t want to look pretty, and that includes not only her skin and hair, but also her hands. Of course, the overall appearance of the hand only can be as good as the nails which grace it.

There are a myriad of services available for either beautifying natural nails or adding to them. Those services include sculptured nails; nail tips with acrylic overlays; overlays over natural nails; linen nails made from a combination of glue and linen or tips with linen overlays; silk with a silk linen overlay; paper wraps made out of a tea-bag type material and placed over natural nails; manicures; manicures with liquid wraps and fiberglass wraps; or tips with a fiberglass overlay.

There are so many services that it can be overwhelming, so let’s take things one step at a time. The benefits a tanning or full-service salon can reap from incorporating nail services are tremendous. The main thing a salon needs is money, and nail services have the capability of increasing salon revenue.

Besides the obvious monetary benefits, what other benefits can you receive by adding nail services? The salon owner must be aware that by hiring a cosmetologist, they are not only licensed to do nails, but also hair and make-up. Put this to use; make it work for you. Don’t let that tanner leave your salon and go down the street to get their nails done. You do it for them.

One of the most important factors in adding nail services is that it takes up very little space. All it requires is a small, roll-around manicure table and stools for the manicurist and the client.

Before you think about incorporating nail services into your salon, you need to know which services will be conducive to the tanning environment. You should be aware that all nail services are not conducive to this salon environment. It’s important to your business that you don’t find out the hard way that acrylic nail services don’t work well in your type of salon.

Regardless of the ventilation systems on your tables and in your salon, the smell that acrylics produce is very strong.

In fact, the warm environment in a tanning salon can amplify the smell of acrylic tremendously. Probably half of a tanning salon’s customers are men, and men have a hard enough time putting up with nail polish remover; can you imagine how they’d feel about the smell of acrylic?

The bottom line is that you don’t want to lose 50 percent of your customers just to bring in acrylic nail services. Bring in services such as manicures, pedicures, silk wraps, linen wraps and fiberglass nails.

If you already have a cosmetologist in your salon, you already have personnel licensed to perform nail services, so take advantage of it. All you need to do is get them into some training classes. The procedures can be picked up quite easily by a cosmetologist, and the return profits are great. For example, manicures are performed once a week and all other nail services are done once every two weeks. This means that clients won’t be coming in just to tan or tone; they also will be coming in weekly to have their nails serviced, adding that much more to your income.

Can you be assured that nail services are going to be a hit in your salon? You weigh the odds. In this day and age, both men and women must work, and women who work believe they deserve to pamper themselves a bit. They like to do things that will add to their self-confidence in their personal life and their career. Like the face and hair, hands are constantly on display. There is nothing that looks worse or destroys a nice business suit than chipped nail polish or unkempt nails. It’s no great secret that when a woman’s nails look good, she feels good about herself, and this is why the beauty business is booming.

A point that most people don’t realize is that having their nails done helps to cure the perpetual nail biting habit.

Ninety-nine percent of the time, if nail biters have their nails done, they will stop biting them for two reasons: one, they look so pretty; and two, it cost about $40 to $50 to have them done.

In the past, nail services were treated rather lightly, as a sideline service. It was an extra service that hair salons offered to please clientele. However, those days seem to be long gone. Nail services have grown into their own entity. Not only has the concept of nail services changed, nail styles have changed as well and people are expressing themselves through their nails.

Nail services are successful because the majority of women have poor nails.

Women utilize every trick in the book to try to improve their nails, such as gelatin and nail vitamins. Unfortunately, the gift of good nails can be attributed mainly to hereditary factors. Only about one in 10 women have nice nails that can grow long, strong and healthy, and in most cases, their mothers probably had good nails too. Most women have thin, frail nails. For this reason, nail services will appeal to many salon customers.

In most cases it’s just as important as experience. A nail professional knows if he or she doesn’t do an excellent job, no one is going to seek his or her services. Working with a subject as tedious as nails, it’s very difficult, if not impossible, to disguise a poor job. So, when choosing a nail professional, look for someone who is excited about their work.

When reviewing credentials for hiring, look for someone who has complete manicuring or cosmetology school and has attained a license. The individual you choose really is going to have a great influence on the success of your nail business. Look for a pleasant, outgoing personality, but make sure they’re not overly friendly to the point of being overbearing. Nail professionals claim you not only need to hire someone who does good work, but also someone who can work quickly and accurately. You won’t reap much profit if your nail technicians take their own sweet time.

Pay, per hour, for nail technicians varies from state to state. However, typically they work on commission with a range of 30 percent to 70 percent of the appointments they book, based on gross profits. They either can choose salary, commission or salary plus commission. Salary plus commission means the rate drops once they double their salary. Going with salary or commission means the technician receives either $275 a week, or a percentage of all appointments they book; whichever brings in the most money. For example, if a technician receives 50-percent commission and books $1,000 worth of appointments per week, they receive $500 instead of the $275 base salary. A good nail technician always chooses commission because they know they will make so much more than the base salary.

Today especially, it is crucial that a manicurist have good hygiene habits. Things like using a new emery board and new solutions for every client could save a salon owner a lot of heartache. If you are interested in incorporating nail services into your salon, you may be wondering how to begin. Research manufacturers to see which one you like best and which one has the products you want.

As soon as you decide on a manufacturer, call them and ask if they have extended training on their products or if they can recommend a nail professional who is familiar with their products. The prices for training programs are usually very reasonable, and they usually include the products.

Before tanning salons may bring in nail professionals, they must apply at their state board for a license to perform nail services. From there, they need to find a nail professional they think will complement their salon and do a good job.

Essentials For Adding Nail Services

The benefits a tanning salon can reap by offering nail services to its customers can enhance a business greatly. However, knowing the nail business basics is a must in order to be successful in the world of nails.

More salon owners are realizing the importance of diversification in order to stay competitive. Adding nail services is one way tanning salons can stay competitive for a minimum investment of money and staff. Nail services not only will interest your current clientele, but they have the potential to bring in new clients. Initially, your established client base will make up the majority of business you will pick up from nail services. New customers eventually will follow based on recommendations of your existing clients.

When thinking about advertising, it may not be a wise investment to advertise outside of your store. However, if you already are advertising, be sure to mention the addition of nail services to your salon’s offerings. According to industry experts, there are several reasons why nail services are so appealing to consumers: They are relatively affordable; they provide a relaxing form of therapy; and people are becoming much more conscious of the appearance of their hands and nails.

A nail bar setup is one of the easiest ways to develop the maximum number of nail stations with the least amount of space. The nail bar can be built in a work area of 3 feet to 4 feet (per nail technician) by 22 inches, and the height can vary from 29 inches for chairs to 36 inches for stools. The total area ends up being less than 70 square feet for three nail technicians, which is enough room for technicians and clients to be comfortable.

Check out the various bar shapes that might fit your salon. If your salon is long and narrow, consider a bar along the wall. If you have a square room, a U-shape bar might be the most effective use of space. If a corner is the only space available, an L-shaped bar might work best.

The rest of the equipment you will need to set up shop depends upon the type of nail services provided. There are four categories of nail services you could offer—acrylic nails, gel nails with UV light, glass-glaze/no light gel, and silk/linen/fiberglass wraps.

Gel nails with UV light, glass-glaze/no light gel, and silk/linen/ fiberglass wraps are recommended for all salons. Acrylic nails are not recommended in a tanning environment because when the liquid in acrylic nails, referred to as methacrylic acid, is exposed in a heat-generating environment, such as tanning, the odor intensifies and causes discomfort to clients.

According to industry experts, the most inexpensive types of nails you can do to start out are either fiberglass wraps or silk wraps. The expenses are minimal because all you need are glue, tips, fiberglass or silks and an emery board. As far as initial start-up costs, a salon owner could get started in either fiberglass or silk wraps with a salon disinfection system for less that $100.

Adding a nail service to a tanning salon generates an increased amount of customer traffic. Clients will come into your salon every week or every other week depending on the type of nail service they use. Others will get their nails done after tanning. The retail products can increase a salon’s bottom line.

Different manufacturers offer unique wire, acrylic and corrugated displays for their nail polishes. Individual-treatment displays typically come with six or 12 items and are placed in corrugated displays. For polishes, acrylic or wire displays are used. The use of vivid, yet feminine colors draw clients’ attention. Try to stay away from black because it is harsh. Instead, make color polishes jump out by putting them in white acrylic displays.

Set up a plan for attaining the best use of your display space. This is why compact displays are so important. Salon owners should always keep in mind that polishes move at a much faster rate than treatment items.

Salons should stock professional nail products and avoid the no-name products on the market that can be purchased inexpensively and then personalized with your salon name. Stick to recognized brands that offer a good selection of colors. Also, make certain that you stay within an affordable price range by your clientele. Many salons eliminate a good deal of their market because their prices are too high.

Fitness & Tanning

Indoor tanning and fitness have been linked indirectly for many years. Just take a look at those infomercials that are prevalent on late-night television. If they are for a diet, fitness or weight-loss product they always feature before and after pictures. If you pay attention, you’ll notice that the person in the after picture is always darker than they were in the before picture. Why? Because a tanned physique looks leaner and more contoured.

People used to think big muscles meant someone was a dumb jock and indoor tanning was nothing more than a fad. With proven health and self-esteem benefits, tanning and fitness maintenance have become a lifestyle choice.

In the early 1980s, when tanning first started to boom in the United States, the fitness industry was one of the first areas to embrace it. The two work hand-in-hand because they complement each other. Relaxing in a tanning unit can ease stress and after a few sessions—when a member sees the results—he or she will feel better too. Seeing results is very important because one of the fitness industry’s biggest problems is the effort needed for a person to attain the desired results. Gyms and fitness centers always are preaching about changing your appearance and they all promise results but never show the hours of hard work required to achieve those results.

In a 2005 survey of more than 4,200 International Health, Racquet & Sportsclub Association (IHRSA) member clubs in the United States, 90 percent of the clubs do not offer tanning. There are an estimated 29,000 health clubs in the United States. That means that more than 20,000 health clubs in the country don’t offer tanning.

Salons need to recognize that the members of those clubs are potential tanners. Through creative cross promotions, salon operators can lure fitness lovers—significantly boosting their clientele. Most people work out because they want to change their appearance, so tanning is far from a hard sell.

Experts agree that tanning allows you to see significant results in the first seven to 14 days. In fact one fitness center owner in New York says the key is to get people tanning and working out three or four times a week. “Tanning is such a good experience that we feel that offering our members two or three free tanning sessions can easily turn them into regular tanners,” he says.

And it is very simple, says another expert. “Salons have their base of customers, as well as gyms, with some overlapping in both,” he says. “However, if the gym offers the salon the opportunity to put some fliers and/or sales material in the gym—and vice versa—they then have a better chance of expanding their customer base. In addition, if they both run local advertisements in the same newspapers, they might be able to save on the cost by splitting it up while offering a complete fitness and tanning package.”

One salon in Michigan is located right next to a Powerhouse Gym. The owner says the co-op agreement between the two has been very successful.

“There are many ways to cross promote,” she says. “You can piggyback off each other on mail-outs to members of either the gym or the salon, offering discounts or upgrades. It really depends on the relationship between the salon operator and the fitness center operator.”

The best chance for a salon to grab fitness lovers is at the beginning of the year, because one of the biggest problems gyms and health clubs have is the New Year’s resolution syndrome— people join in January, but quit by March because they don’t see the results right away.

A lot of people start out the New Year with bold resolutions and the best of intentions. They vow to get in shape only to teeter off and blame the hectic pace of life. The harsh reality of fitness can sink in quickly for the average person. People who want to suddenly look like WWF wrestler The Rock after 10 years of abusing their body will be disappointed because it might take six months to notice even a slim difference in appearance.

That’s the time for salons to flex their creative muscles. Customer awareness is key because the connection between tanning salons and fitness centers is an obvious plus to those involved in the industry, but consumers aren’t quite as knowledgeable. Certain promotions can link tanning and fitness, though.

“The gym we partner with recently ran a special to encourage people to utilize the club’s personal trainers,” says the Michigan salon owner. “The special featured people on 12-week programs.

At the end of the 12 weeks, the members had lost a lot of weight and the gym wanted to post pictures of each individual. Before they smiled in front of the cameras, the people wanted to get some color so they came over and tanned with us.

“The gym posted the pictures on their windows so people who were tanning with us saw the pictures when they passed by the gym. It encouraged a lot of our members to want to get fit. Inside the gym a lot of its members saw how good the people looked with tans so they came in to the salon to try tanning. It was a perfect way to appeal to both sets of patrons.”

The promotion worked because it was creative enough to appeal to tanners as well as fitness lovers. Another plus was that the gym made the program public by posting the pictures in the newspaper. “The gym was just very smart about it,” she says. “It became a big phenomenon. If you ally yourself with someone as creative as you want to be then it can be an absolute skyrocket success. It’s not a natural transition for tanners to join a gym but there are ways to maximize that.”

Results also depend on the trends and demographics of each individual market. Salon should tailor cross promotions around the time of year.

“For instance, we did something for January that we called ‘Shape Up for the New Year,’” she says, “In the promotion, we included a membership package and an introductory tanning package. It was the perfect time to do it because—as we all know—the busiest time for a gym is January.”

Another salon owner in California says the most effective method has been simple exposure. “We trade out our informational tents with the gyms in our area,” he says. “We place theirs within our resorts and they place ours in their gyms. Occasionally give gift certificates to the fitness centers to use as prize rewards or employee incentives.”

End Results 

Working out and tanning already have a symbiotic relationship because anybody who wants a healthy glow also would like to have a well-defined physique. Overweight people with dark complexions do not look as overweight as pale people who are overweight. It’s plain and simple.

The advantage of a tanned physique is that it gives you a more defined look. If you work out, you are going to be healthy and if you look the part you are going to live healthy.

When you have a tan, you actually look and appear thinner and leaner because dark colors—like dark clothing—absorb light. If you go on a fitness program and tan at the same time, you will see much quicker results than if you only worked out. Therefore, it tends to make people stay on their program longer.

Experts agree, adding that pale skin creates a shadowing effect and it creates a blind spot on your muscles, so the darker you are the less the light reflects off of it. Just think about the term blinding snow.

“Tanning is a natural fit,” says another salon owner. “People like to look good and tanning is the finishing touch. When you spend a couple hours busting your butt at the gym it’s very relaxing to lie down for 20 minutes to tan.”

Co-op advertising with a fitness center or gym in close proximity to your salon is smart business. Salon operators need to recognize this profit bonanza and act quickly— a business partnership can include a coupon trade-off, signage swap or programs for educating each other’s clientele on the benefits. Share some ideas with the manager or operator of the fitness center nearby. Use examples and explain in detail how your tanners are people who care about their health and how tanning and working out at the same time will enhance a person’s appearance and get them in the cycle of tanning and fitness, fitness and tanning.

Your customers will dramatically change and improve their appearance and their all-around outlook on life. It’s a fantastic concept and it really is catching on.

Salon operators who don’t believe their salons are true retail stores probably aren’t making as much money as their competitors. Most salons sell lotions, with great results, but the real success stories take place in the salons that sell ancillary items, beachwear, T-shirts, etc., as well as lotions. These items work because they blend well with indoor tanning. With all the potential retail sales boosters aimed at indoor tanners, health supplements might just be the best complement of all.

In the past decade, the health-supplements market has tripled—from $5 billion in 1991 to $15 billion in 2001—and has drawn more attention than any other component of the alternative medicine revolution in the United States. It has gotten to a point where ginseng, ginkgo biloba and Echinacea are so popular that Snapple is using them to sell drinks.

“It’s very important that operators understand that they are there to sell merchandise,” says one industry supplier of health supplements and indoor tanning lotions. “Of course you want to sell the tans, but the real profit comes from selling any type of accessory merchandise. Health supplements just happen to be a perfect fit because the average person who tans is familiar with or has thought about taking health supplements.”

It seems simple, but the world of healthy living is far from that. Unlike beachwear and candles, most health supplements are FDA-regulated items. Forget about the trendy stuff like vitamin C and E or Saint John’s wort. Consumers can get them cheap at supermarkets and drug stores. Te key to this market is niche items.

“The largest segment of our population—the baby boomers—has reached middle age and is looking for solutions that will slow the aging process and ameliorate the signs of that process,” says Tracy Taylor, director of communications for the National Nutritional Foods Association (NNFA). “More specialty products are being developed to address these needs.”

For the past several years, it had been predicted that the market had reached maturation, yet there has been a steady 4-percent to 5-percent growth each year. Also, as more research validates the therapeutic benefits of health supplements, their use will continue to increase, albeit not at the exponential rate of the immediate post-DSHEA years, Taylor says.

“Health supplements or dietary supplements are food supplements, not drugs—this is a very important distinction—and are strictly regulated by the Food and Drug Administration [FDA],” she says. “In 1994, the federal government passed specific legislation governing dietary supplements. The legislation, the DSHEA, regulates how manufacturers promote their products, and requires companies in the field to adhere to other broad-reaching regulatory guidelines. Makers of dietary supplements must derive their products from substances that are considered safe.”

This is important because if a manufacturer wants to market a product containing an ingredient that was not used in commerce prior to the passage of DSHEA, the FDA must be notified in advance and provided with safety data. At any time, the FDA is fully authorized to require manufacturers to recall a product if the agency believes it presents a health risk.

“Under the DSHEA, makers of dietary supplements are limited as to the type of claims they can make about their products,” Taylor says. “Statements of nutritional support, commonly referred to as structure/function claims, are restricted to explaining how a particular product or ingredient affects the structure or function of the body. A supplement maker may not claim that a product is intended to ‘diagnose, treat, cure or prevent a disease.’”

The manufacturer must have substantiation that the statement is truthful and not misleading and must notify the FDA within 30 days after first using the claim in the marketplace. It’s important for salon operators to understand and educate themselves and their employees about every supplement they sell.

“Weight-loss is a tremendous avenue for tanning salons to sell. People are always into diets. It just works well with tanning,” says another supplier. “If a salon is not afraid to be a little risqué, sexual-enhancement products are very popular and becoming widely accepted since the successful launch of Viagra.”

Tanning supplements are another niche item growing in popularity. Experts agree that it is the biggest thing salons are missing out on. “I am a big advocate of achieving the darkest tan through proper nutritional supplements. Our products possess what we call a tanner’s blend of vitamins like proper tyrosine, beta carotene, B6 and copper, which all help give tanners a darker, longer-lasting tan,” says another industry supplier.

An unknown social philosopher once said that money is to a man’s social existence what health is to his body. Offer health supplements to your customers and your social existence can reap the benefits. The most important aspect of all is for salons to educate themselves before they decide to sell health supplements. It’s a good idea to read magazines and go to the health-food store and ask questions. When you know what you’re talking about, it’s easier to make a sale.

Providing dietary supplements that contain ingredients that may turn up fat loss and help with energy levels may result in having healthier and happier customers. Dietary supplements in most health food stores post a better than 50-percent markup. The following is a basic primer on some commonly-used ingredients in weight-loss formulas, along with suggestions for intake and possible contraindications:

Caffeine—While most commonly known for its ability to get folks up and moving in the morning, caffeine also is a powerful weight-loss ingredient. It serves as a diuretic and also increases heart rate and energy levels, which helps to boost metabolism. Many ingredients such as kola nut and guarana contain caffeine, but may not be labeled as such on a supplement label. However, for those avoiding caffeine, these should be pointed out.

L-Carnitine—L-carnitine is the biologically active form of carnitine and is found in animal foods. In the body, L-carnitine transports fatty acids to the muscles for energy production. L-carnitine levels in muscles are increased through physical training and supplementation may help well-conditioned individuals resist fatigue and enhance exercise performance.

Creatine—Creatine is a nutrient that combines three amino acids—arginine, glycine and methionine. It helps provide energy to the muscles by regenerating ATP from ADP. The more creatine in the muscle, therefore, the longer a person can train that muscle. This also helps the body to avoid relying on glycolis for energy production, which has lactic acid as a byproduct.

Creatine’s positive effects on weight loss are due to this energy-enhancing ability. Because muscle weighs more than fat, people taking creatine as part of a training program may not see pound differences, but likely will find their bodies more fit and toned and have more energy.

Energy Bars 

Hiding behind those bright, flashy wrappings and gimmicky tag lines lies America’s answer to a power snack. Energy bars have become the epitome of modern culture, offering a convenient, quick fix of nutrients and a taste profile that can leave any sugar tooth satisfied. It’s no surprise then that energy bars have been one of the highest grossing categories within the natural foods market.

The natural products channel for energy bars experienced dollar sales of nearly $100 million in 2000. Six years later, natural food stores still comprise the bulk of sales; however, indoor tanning salons and spas also can cash in on the popularity of energy bars.

Fueled by the emergence of strong national and regional brands, energy bars are being merchandised in nearly all retail formats—from natural products stores to sports specialty outlets, from warehouse clubs to tanning salons. For bar manufacturers, introducing energy bars into these markets and retail outlets means big business, and a shift from enticing hard-core sports enthusiasts to capturing the palate of the average American.

Tailored originally as a performance food used in conjunction with athletic activity, the energy bar market has worked from its foundation as an energy supplement to a snack alternative for busy, health-conscious Americans. By offering a wide variety of flavors, nutritional profiles and innovative ingredients, energy bar manufacturers are now reaching new consumer groups, targeting professionals, recreational athletes and individuals craving an innovative on-the-go snack.

However, the everyday consumer has much more finicky tastes. Some individuals even admit to taste being the determining factor in selecting energy bars, looking first at the bar’s flavor profile and then its nutritional content. Consumers are not willing to surrender taste for nutrition, leaving manufacturers to search for ways to improve the health benefits of bars and while maintaining a pleasant taste profile.

Granola-like and chocolate covered bars are among the innovations used to improve taste. With flavor offerings such as chocolate raspberry truffle, honey peanut and chocolate peanut butter, energy bars are steadily inching their way into the candy bar category. Inching so much that some energy bars are now being showcased at point of purchase locations—a spot once devoted to impulse items such as chocolate bars and confections.

So are chocolate covered energy bars nothing more than candy bars in disguise? Yes—and