2008-09 Fact Book: The State Of The Industry Report

Industry insiders agree that marketing-savvy salon owners should reap 30 percent of their monthly revenues from lotion sales—even in a difficult economy. Examine the salon’s customer demographic and zero in on what they want and what they are buying. Be sure employees understand the various products and know how to sell them.

Additionally, 84 percent of salons pay employees commission on lotion sales.

In fact, quite a few salon owners hold weekly, monthly and quarterly contests to promote fun competition between employees. It creates a win-win for everyone.

A fair majority of salon owners also reported an increase in dollars-percustomer ratios and said customers are spending more on lotions, upgrades and packages than in years past. Many salon owners introduced new marketing ideas and ancillary services such as light therapy, sunless, hydrotherapy and spa amenities to drive more people into the tanning salons.

This year more than ever, the industry as a whole needs to plan for the future and find innovative ways to cater to the needs of current and future customers.

In September, our State of the Industry Report urged the industry to join together and become more active in anticipating, monitoring and fighting these tanning restrictions. That same message of taking a proactive approach to our critics was driven home the very next month at the ITA Tanning World Expo, when the industry decided to hire a public relations firm to help spread the Good News about tanning. Berman and Co.’s work in public relations and issue advocacy challenges commonly held assumptions and encourages people to make up their own mind about controversial issues.

The long-term goal of the campaign is to increase the demand for indoor tanning by jumpstarting a backlash against the current anti-tanning hype and increasing awareness of the positive benefits of vitamin D. In addition, the UV Foundation is working on some groundbreaking studies that will lend credibility to the benefits of tanning.

The ITA and a handful of salon operators are doing their best to fight state tanning legislation, but they need help. Salon owners also can help at the local level. Additionally, advocates Don Smith, Pat Reykdal and Joe Schuster work tirelessly to spread the Good News about the benefits of tanning and the role of vitamin D in overall health. Their articles appear in LOOKING FIT and can be downloaded online for salon owners to review.

Tanning salon operators need to be ambassadors for our industry now and in the future. Clip out positive articles wherever you see them and post them in your salon’s lobby or in the tanning rooms. Tanning critics will continue to beat their drums; however, it can be countered largely by the mounting studies favoring sensible, moderate and responsible exposure to light in a controlled atmosphere.