Lotion Trends ‘08: Skin Is In

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.

This season’s fragrances include fresh aromatics, soothing scents, fruits and spices that continue to appeal to both men and women.

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. This makes lotions even more enticing in a salon, but with the variety of bottles and designs, the salon owner must take care not to overwhelm the display. (Turn to page 42 for tips on creating an eye-catching retail display.) In addition to new design elements, suppliers 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. Private labeling allows salon owners the tool to control where the products are sold and the price-points at which they are offered.

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. Lip products keep lips moist and nourished during the tanning process and provide great point-of-purchase items.

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.