Smart Sunless

[Alan @ TanToday]

Another great article from Island Sun Times. If you do not already get their FREE magazine at your salon I highly recommend you do.

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Whether it’s an airbrush system or a spray booth, sunless tanning continues to develop into a popular aspect of the indoor tanning industry. Given the proliferation of these new, technologically advanced systems, it’s apparent that sunless tanning isn’t just some fad. In fact, sunless can be a profitable add-on service for any salon. But tanning pros who choose to invest in this option must remember that there’s more to enjoying sunless success than just purchasing an airbrush system or booth and slapping it in their salon. We asked the experts about the many important issues to consider.

Room For Both
When sunless tanning first made its appearance, some in the tanning industry dismissed it as just another fad. As more and more established manufacturers began to offer sunless tanning options, though, some industry members began to view this new tanning method as a threat to traditional UV tanning. When Dr. Tom Laughlin created the prototype of his Mist-On tanning booth in 1999, he planned to build the perfect compliment to UV tanning, not its replacement. “Sunless is bringing up the industry; it has a synergistic effect with UV tanning, not a predatory one,” said Laughlin, President of Laughlin Products, Inc. and Mist-On Systems Inc. “Now there are more people able to reinforce the perception that healthy, tan skin is beautiful, and sales of UV and sunless tanning memberships will naturally increase. It’s important to join and promote both sunless and UV methods of tanning because DHA allows people who are traditional indoor tanners to get a better tan and let those who have been unsuccessful with traditional means achieve a great tan at last.”

Perhaps a good sign that sunless isn’t here to replace UV tanning is that traditional UV tanning equipment manufacturers are adding sunless options to their offerings. Such is the case with International Tanning Equipment Inc., makers of the Spray Hex sunless booth. “Salon pros should be thrilled with the emerging sunless options that are available,” said Joe Bommarito, ITE, Inc. CEO. “It opens up the potential clients that a salon can serve. Some people cannot utilize UV tanning for health reasons, and there are others who need instant color for special events – both of these types of people are perfect candidates for sunless tanning.” Known in the industry as the “father of stand-up tanning,” Joe has been manufacturing his Hex booths since 1979, and he doesn’t plan on stopping just because he also makes a sunless spray booth. “There’s definitely room for both!”

Two Types of Tans – One Location
With the advances made in sunless tanning options, salon operators can’t afford not to invest in them. “Salon pros who see sunless tanning as a threat to their UV tanning business are missing out on a great chance to bring in many new clients and increase their revenue,” said Sarah Galusha, Vice President of Marketing Worldwide for California Tan, Inc., makers of the TurboBronzer 3000 and AutoBronzer sunless units. “We recommend tanning salons market themselves as total tanning centers that can provide for all of their clients’ needs, including UV tanning, sunless and even SPF sales. This establishes their business as the tanning expert in their community.”

ETS, Inc., makers of the Australian Gold Laser SprayTans airbrush tanning system, encourages its customers to promote and educate the public on all things tanning, and that includes sunless. “Sunless is now a factor in the market, and tanning salon pros need to take a synergistic approach and become the experts in the field of total tanning,” commented Bill Pipp, ETS, Inc. CEO. “Many people in America want bronzed skin, and now there are two ways to achieve this. We recommend salon pros offer the option of both sunless and UV tanning so their clients don’t ever have to leave their establishment.” Pipp recommends salon pros educate all new and existing clients in both methods of indoor tanning when they visit their salons.

The Best of Both Worlds
Where are tanners who will only use sunless and there are tanners who will only use UV tanning, right? “Wrong,” says Tim Niedel, President/CEO of Magic Tan, makers of the Magic Tan sunless booth. “People are using sunless and UV tanning together now more than ever, and it’s easy to see why – these two tanning options go hand-in-hand.” Tim says Magic Tan actually recommends its salon clients offer what the company calls a “Double Dip” – a special package that offers a sunless spray session in conjunction with a UV session for one attractive price. “Your clients’ results will be amazing because they’re getting the instantaneous cosmetic sunless tan while working on the base tan that the UV units provide,” Niedel added.

Miracle Mist, makers of the Miracle Mist sunless spray booth, recommends indoor tanners try a “California Cocktail.” This, says Al Reasonover, Miracle Mist CEO, is a package that involves a session in a high-pressure tanning unit followed by a session in a sunless spray booth. “Many of our clients have been offering these two sessions as a package and they’ve experienced a lot of success with it,” Reasonover commented. “This way, the tanner gets great results and it introduces them to whatever form of tanning they haven’t tried before.” He added that sunless is the fastest growing segment of the indoor tanning industry, and many non-tanning businesses such as day spas and gyms are beginning to offer the service. This presents yet another reason for tanning salon pros to be smart with sunless – it will keep your clients in your salon. “You don’t want to miss the boat on this,” Reasonover added.

Self Regulation
When offering sunless tanning, remember that you also must protect yourself and your clients. To that end, all manufacturers of sunless tanning systems recommend requiring your sunless tanners to wear eye protection, nose filters and an SPF lip balm each time they enjoy a sunless session. “It’s far better for the indoor tanning industry to regulate itself then for it to be regulated by outside governmental entities,” said Bill Pipp, CEO of ETS, Inc. and Helios. “It’s important as professionals to have a central focus and a unified message so we don’t do any damage to our industry,” Pipp commented. “That’s why it’s important for salons to conform to FDA recommendations regardless of what type of sunless option they offer. Alert your clients to any potential problems they may experience with sunless application, and require them to use the proper protection – goggles, nose plugs and an SPF lip balm.”

Dr. Tom Laughlin of Mist-On Tanning Systmes, Inc. believes in taking no chances with unnecessary exposure to DHA solution. “Salon pros are encouraged to take precautions when applying DHA.” He adds, “ I send filters with my units, they are used to cover both the hair and face. This way, no solution is inhaled, ingested or exposed to the eyes. After the tanning session, I recommend taking the face filter, with solution on it, and applying it to the face. This is very effective, and totally eliminates any exposure to the face while DHA is being applied. If a tanning technician encounters a problem, have a ‘do no harm’ philosophy: if there is a problem, don’t make it worse by providing incorrect information.”

Salon pros can breathe easy if their sunless clients can, too – which is why the issue of ventilation is so important. “Although there has been nothing to prove that DHA solution is harmful, some people are still concerned about inhaling it,” said Natasha Polas, Director of Marketing and Advertising for Intelligent Tanning Systems, makers of the KMT-1000 and Acapulco Mist sunless spray booths. “No matter what type of sunless system a salon pro is considering, they should make sure both the system and their salon will have the proper ventilation to minimize the amount of DHA spray in the air.” In addition to possible health concerns, salon pros should also be aware that ventilation will minimize the amount of DHA spray floating in the air and gathering around their salon, which could create cleanliness problems.

Be Smart – Dedication
If you’re planning to offer a sunless tanning option at your salon, you must dedicate yourself to it. In other words, you can’t expect clients to come in and somehow miraculously know the proper way to utilize your sunless system. “If you’re planning on making the most out of your sunless tanning investment, you have to be dedicated to it,” said Tammy Reed, Vice President of Sales for Heartland Tanning Supply, makers of the Sun Spritz sunless booth. “Sunless tanning is a great added service for a salon, but if it’s not done properly, the results can be less than perfect. That’s why we recommend a salon’s staff take the time to completely educate themselves on how their airbrush or spray booth operates so they can walk clients through the process and maximize their results.”

Be Smart – Application
To be smart with sunless, salon pros must learn about the complexities of using DHA solution. In learning its ins and outs, they can offer their clients the best possible sunless tan, thus ensuring those who try this method of tanning for the first time will become return clients. “Sunless tanning works best when a client prepares for their session in order to maximize their experience,” commented Rick Norvell, owner of Norvell Tanning, makers of the Norvell sunless spray system. “Salon pros should encourage their clients to come in for their session showered, exfoliated and shaven. Sunless tanners should also know DHA takes time to process on the body, so they should refrain from showering or bathing for four to six hours after their session, if possible. This allows the DHA enough time to properly metabolize in the skin and provide the best color.” When bathing, Norvell recommends a mild bath gel, as harsh soaps tend to neutralize DHA. Applying maintenance moisturizers containing DHA will also promote a longer-lasting sunless tan. “Taking these steps will improve your client’s tanning experience, and their tan will last up to seven days,” he added.

Salon pros should also be aware of environmental factors that will change the effectiveness of their DHA solution. “The potency of DHA is affected over time and with exposure to certain elements,” Rick Norvell commented. “DHA will react easily with air, sunlight and heat. These factors can contribute to a product’s degradation.” Rick also says that if your solution produces unfavorable results for a sunless client, you can be sure you’ve lost that individual as a future customer.

Marketing Missteps
Perhaps the biggest mistake salon owners make is in the marketing of their sunless offerings. Perhaps they’re excited about having these new systems in their salon – so excited, in fact, that they end up cutting their own throats the first time they purchase a radio, TV or newspaper ad. These eager salon pros often use advertisements that sound something like this – “Come in and get a great tan without the harmful effects of UV radiation.” “That’s exactly the type of marketing that we work hard to discourage,” commented Troy Cooper, President/CEO of Mystic Tan, Inc., makers of the Mystic Tan sunless spray booth. “Fortunately, most salon pros are intelligent enough to understand the importance of not marketing against their other services. We see ourselves as being part of the indoor tanning industry, not against it – so we’ve developed an educational program that teaches salon pros to market sunless as a service that is complimentary to UV tanning.” Mystic Tan offers several marketing manuals, CD-ROM programs and a password-protected section on its members’ website that discusses proper marketing tips for sunless tanning.

It’s important to note that every manufacturer representative interviewed for this article reported that the “NO-UV” marketing angle is damaging to the indoor tanning industry, and advised against it. Also, each of these companies reported offering several pro-UV tanning marketing tips to all of their sunless system customers as a way of helping them promote the benefits of sunless tanning without harming the image of traditional tanning.

Sunless, NOT UV-Free!
The first step in effectively marketing sunless tanning is knowing what to call it – sunless tanning. Last year, members of the Indoor Tanning Association’s Board of Directors discussed this very subject, and everyone agreed to use the term “sunless” instead of “UV-free,” because the latter could make UV tanning sound bad to some people. The word sunless, the Board agreed, positively promotes this new form of tanning without denigrating traditional, UV tanning. “All salon owners should contact the Indoor Tanning Association if they have questions, recommendations or concerns,” said Bill Pipp, CEO of ETS, Inc. and Helios. “Use them as a reference for all indoor tanning matters. It’s important as professionals to have a central focus and a unified message so we don’t do any damage to our industry.”

Happy Tanning!
Adding a sunless tanning option to your salon can be a very profitable move – just make sure you’re smart about it. Keep in mind all the valuable advice given by the industry’s experts when it comes to issues such as sunless’ place in the market, as well as safety, marketing and application issues.

With a little careful planning, sunless success can be yours!