In the deep, dark cold of winter, it’s only natural that we’re missing our sun-kissed skin. Even still, many clients may not realize that sunless tanning isn’t only a healthier option, it’s one that has evolved past that iconic episode of Friends. According to Uvalux vice president of sales Elaine Bridgett, the main reason for that glowing orange hue of the mid-90s was the quality of the solution. “They were likely using less expensive products, and products that have an orange-yellow tone rather than the red-brown found in today’s sunless tanning solutions.” Whether they’re heading on vacation, planning a special occasion or simply crave a break from the cold, here’s how tanning can help you add extra revenue in the cold, dark days of January.
Tanning Tech Talk
These days, even boutique salons can offer tanning services by investing in the right equipment. For most salons, Bridgett recommends a hands-off unit that offers the flexibility, so that you don’t have to hire extra staff, making it easy to maximize the return on your investment. That said, a hand held unit allows you to customize tans, however, you’ll need someone who is trained and skilled in application. This might be a great option at salons who also employ makeup artists who may be able to provide this service during off peak hours.
On The Upselling
While it may not be top of mind for everyone, the colder weather season is the perfect time to talk tanning. Bridgett recommends offering monthly packages as a way of encouraging repeat clients. Depending on your client base, Bridgett suggest pairing tanning services with manicures, pedicures or other esthetics, as an alternate way of encouraging a second visit. Ladonna Sheridan, national sales manager of Fake Bake, says that planning services that encourage two visits before a special occasion or vacation will allow clients to get accustomed to the results, and in most cases that alone will have them returning.
For clients who seem hesitant but interested, Bridgett suggests offering a free service. “Units today have the option of spraying the legs or face, which enables your client to see how far sunless spray tanning has evolved,” she says. Maintaining the look of their tan beyond the salon is also important and both Ladonna and Bridgett say that moisturizing is key, because hydrated skin will retain the tan best, which makes retailing both oil-free and dry oil spray products the homecare options your clients really need post tan.