Tanning Lotions

Research from lotion and skincare manufacturers indicate that the use of products formulated specifically for indoor tanning actually can enhance and stimulate the body’s natural tanning process. When the skin is exposed to natural or manufactured ultraviolet light, it stimulates production of a pigment found in the body called melanin. When melanin is triggered, it rises to the epidermal layer of the skin, allowing the tanning process to begin. However, large amounts of amino acids, which are components of melanin, are not stored by our bodies, which means that it can take days after exposure to ultraviolet light to develop a tan.

Products

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, product choices have expanded to include all-natural ingredients, bronzers, shimmers, tingles, cooling action, anti-aging benefits and much more.

Pre-tan formulas include vitamins, botanicals and essential oils to nourish the skin and prepare it for the tanning process. The old rule of thumb—healthy skin tans the best—is key. A pre-tan solution lays the foundation for building a rich, healthy tan, and manufacturers of tanning products believe a properly cultivated tan can be the body’s most effective sunscreen against the harmful effects of UV rays on the skin.

Amplifiers are products that moisturize the skin while tanning and allow ultraviolet light to penetrate the skin. Normally, some ultraviolet rays bounce off our bodies. Amplifiers reduce the skin’s capacity for reflection, so that more rays can penetrate.

Using post-tanning solutions is another vital step one may follow in a tanning regimen. They serve basically one purpose—to moisturize and replenish the skin that has been dried during the tanning process. This minimizes both peeling and flaking, and keeps the skin moist and healthy.

In addition, products that target specific areas of the body, including the face, chest and legs, are available 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, lotions continue to promote moisture and anti-aging with products that address firming, toning, slimming and body contouring to reduce the appearance of cellulite.

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

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.

Be aware that there are major differences between indoor and outdoor tanning. Indoor tanning relies primarily on manufactured UVA rays in a controlled environment, compared to outdoor tanning that consists of both UVA and UVB natural rays in widely varying environments. Because of these different conditions in outdoor and indoor tanning, different solutions for protection and tanning enhancement should be used.

Overall, just remember that you need to promote yourself as a skincare professional. Clients come to the salon to obtain a great tan, but they also rely on advice from you and your 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.

Displays

You may carry the best lotions in the world, but people aren’t going to buy them if they are hidden away in some dusty corner of the salon. In order to truly capitalize on the added income of retail products, you have to be savvy in the way you present them. A great display will draw a customer’s eye the second they step foot in the door. The key to an eye-catching display is creating a focal point—without one, the display can seem overwhelming or boring. Generally, the focal point should be at eye level. Many window and table displays are too low, and customers walk right by because it is too much trouble for them to get a good look.

It is also important to use line and shape when designing your display, because disorganization or clutter instantly will discourage customers from taking another look. Think about whether you want to arrange your products horizontally, vertically or in some other pattern before actually creating the display, and visualize what would appeal to you as a consumer. Also pay attention to balance—dark colors and large sizes tend to appear “heavy” which means they should be placed lower than lighter colors and smaller sizes.

Once you have the basic idea, consider whether you want to create a mass-merchandise display or a feature display. Mass-merchandising displays bring the buyer into a specific area of the salon and utilize several shelves for a large number of products. This technique generally is most effective when products are organized by type—moisturizers with moisturizers, intensifiers with intensifiers, etc. Feature displays, on the other hand, center around a product category or theme, such as holiday gifts.

Don’t forget about the peripherals that affect your display. Lighting and color are important factors in any display because they create a “mood” for customers. In addition, touch and scent are very important to perception, especially in regard to lotions. Customers will want to see how the lotions feel and smell before committing to a purchase, so provide them with the option to do so. Trust us, this only will enhance their willingness to buy a bottle. Of course, if you have a few high-priced items that you do not want handled, try placing them behind the reception desk. They can still be seen, but are in an area that isn’t accessible without talking to the employee behind the desk.

The next step is thinking about the best location for your display. Generally, a good rule of thumb is within the first 10 feet—or the first 10 percent of the salon if space is limited— because customers are more likely to purchase a product from this area than any other. If neither of those options works, an eye-level display near the reception desk is your next best bet, as customers will pass this area multiple times each visit. The third best place is on the reception desk or counter, but the area must be spacious enough to accommodate the display.

Ultimately, your goal is to create a product arrangement that is visually interesting, accessible in a high-traffic area and well-organized. This makes it easy for customers to find what they are looking for ... and maybe pick up a few other things they weren’t looking for as well.

Samples

Regular patrons don’t need lotion pep talks; however, it is often tough to sell clients on a professional-grade lotion when they find out that a typical bottle costs anywhere from $25 to $50. That’s why sampling is one of the industry’s most important sales tools—it is the best way to help new clients ease into the full indoor-tanning experience without breaking their banks. Sampling physically will prove why the bottle is at its price-point. The more samples you sell, the more bottles you will sell.

One uncertainty salon operators might face with sampling is whether to charge clients. Many salon operators often sell packettes or sample cups for $1.50 to $2. Some even have had success by selling their samples as high as $5. Then again, “free” still has a high value in any business. Free may be a scary word for business-minded operators, but it’s important to remember that free samples could lead to a lot of lotion sales because quality lotions do their jobs.