Lotion Trends ‘08

For nearly 15 years, the lotion and skincare sector has been one of the fastest-growing segments of the indoor tanning industry. This can be attributed to a number of reasons, including the fact that proper skincare is essential to the overall tanning process—moist skin tans better—and consumers are demanding a variety of choices with varying price-points.

Today’s lotion concoctions include an array of professional tanning products designed specifically for use with indoor tanning equipment. Years ago, consumers only needed to choose between accelerators and intensifiers. Today, skincare product choices have expanded to include all-natural ingredients, bronzers, shimmers, tingles, cooling action, anti-aging benefits and much more.

Last year witnessed enormous change within the lotion sector due to buyouts and consolidation in both the manufacturing and distribution channels. The 2008 tanning season is ripe with opportunity, and salon operators have a multitude of choices when it comes to formulas and incentive programs.

As in years past, educating customers about the importance of overall skincare is essential to sales success. Drive home the importance of lotions by discussing them with clients and suggesting new products that will take them to the next level of darkness.

In addition, the fact that moist skin tans better should be discussed with each and every customer that walks through the door of a tanning salon. This presents an opportunity to talk about the progress of a customer’s tan, and it naturally prompts employees to recommend lotions and products, and possibly make more sales. However, this also means that salon owners and employees must be educated about the various lotions the salon carries, and be able to intelligently and accurately explain their benefits. Sell the concept of total skincare and your salon as a one-stop shop for professional skincare products.

Today’s professional products are loaded with high-quality ingredients including vitamins, minerals, botanicals, essential oils and antioxidants. The range of lotions on the market allows salons to provide a multitude of choices for every client’s tanning and skincare needs. Many companies have replaced old favorites with updated formulas in order to appeal to consumer demand. Additionally, many lotion manufacturers are marketing product families in order to capitalize on brand-name recognition.

Industry veterans agree that, in order to be profitable, at least 30 percent of a salon’s monthly revenues should be derived from lotion and skincare sales—even during a difficult economy. With more than 31 percent of salons reporting the economy influenced their business last year, it is clear that salon owners need to examine their customer demographic and zero in on what those clients are willing to purchase.

Here is a simple example: Salon A’s monthly report reveals that younger tanners who spend less on lotions and accessories are overtaking the 25- to 35-year-old category. The salon owner changes the marketing strategy the next month to attract the older demographic with more disposable income, resulting in increased profits and a wider audience.

The lesson: Salons that sit back and wait for customers to come to them will come up short, while salons that aggressively market to specific demographics will reap rewards.