Lotion Trends ‘08

Statistics gathered during the 2008 Top 250 Salons search reveal that lotion sales in 2007 continued to hover in the mid-range price-points, and 86 percent of salons reported that lotion sales accounted for 10 percent to 30 percent of their monthly revenues. Only 11 percent of salons reported that lotions accounted for 30 percent or more of monthly revenues. This number is down from 14 percent the previous year and confirms the fact that the majority of tanners are looking for more affordable deals. Interestingly, only 3 percent of salons reported that lotion sales accounted for less than 10 percent.

The most common factors that affected consumer spending confidence were more aggressive selling tactics and salon incentives. Many salon owners agreed that product education obtained at trade expos, distributor symposiums or from manufacturers helped increase lotion sales.

Additionally, many salons attribute success to making sure their employees are skincare professionals who advise customers on the various products. Many marketing-driven salon owners hold weekly, monthly and quarterly contests to promote fun competition between employees and 84 percent of salons pay employees commissions on lotion sales to increase revenues.

Meanwhile, the lotion sector continues to mature and consolidate. Products that target specific areas of the body, including the face, chest and legs, are designed to help tanners achieve a flawless full-body tan, while other products help fight oxidative stress and free radical damage to prolong the life and beauty of a tan. Overall, this season’s lotions continue to promote moisturization and anti-aging with products that address firming, toning, slimming and body contouring to reduce the appearance of cellulite.

Some of the most popular ingredients include aloe vera, vitamin E, vitamin A, vitamin C, mango butter, Shea butter, virgin hemp seed oil, CoQ10 Complex, oxygen, olive oil, grape seed extract, marine extracts, lutein, cucumber extract, agave nectar, black walnut, coffee bronzers, ginger extract, plumeria oil, mangosteen, Australian tea tree oil, allantoin, DHA-free bronzers, L-Tyrosine, energy complex, pomegranate extract, black tea, moringa, cranberry extract, caffeine, DHA, silicone, ginseng, wine extract, copper, erythrulose, babassu oil, kukui nut oil, jojoba, mint and chamomile.

Additionally, lotion makers are beginning to realize the importance of earth-friendly products and are introducing "green lines." These products appeal to specific consumers, and generally include paraben-free and organic ingredients with natural fragrances that relax the mind, body and soul. Some manufacturers are taking the idea a step further and packaging the product in a recycled bottle with a recycled paper label.

Speaking of packaging, many lotion makers are updating the look of their products with new and improved designs and some are offering gift-with-purchase promotions. Meanwhile, private-label brands allow salons to market their own facility, products and services, and most importantly, they are a defense against lotion diversion.

Don’t forget about specialty lotions and skincare items. Lip glosses, balms, SPFs, post-tanning products and self-tanners continue to be popular because salons are promoting responsible tanning outside and inside. Many after-sun products and body washes include a hint of DHA that helps lengthen the life of the tan.

Remember: Salon owners need to promote themselves as skincare professionals. Clients come to the salon to obtain a great tan, but they also rely on advice from employees regarding the lotions that will work best for their individual needs. The secret to lotion sales success is promoting the fact that you carry professional products specifically formulated to work with tanning equipment and designed to help your clients achieve their desired level of tan.