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This month, I offer an objective review of the evolution of this amazing technology and its enormous contribution to our industry.
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When I first heard the term “spray-tanning” some 20 years ago, I scoffed. I thought aloud “who in their right mind would pay upwards of $20 to have their body covered in a sticky solution that delivers questionable results – and often washes off with the first shower?” And, for the first few years after its introduction, my observations proved correct.
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The original spray-tan booths were indeed, primitive. Stories abounded of people barely making it to their cars before the solution would begin to drip off their bodies and discolor their clothes. Orange skin-tones and patchy results became frequent fodder for water-cooler snickers and late-night comedy monologues – as the first courageous sunless tanners often stood out like ripe pumpkins in a snow-covered field.
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Thankfully, despite the setbacks and criticism, the pioneers in the field of spray-tanning persevered. They marched forward and continued to hone their craft.
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Systems became better and better as technology and techniques improved. The years of trial and error actually proved to be winding the coil of determination – and would soon provide the launching pad that would thrust the industry successfully forward.
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Today’s spray-tan systems are modern marvels of design, efficiency and performance. They deliver consistent results for every skin and body type. The terms “spray-tanning” and “airbrush-tanning” are now firmly embedded in the universal lexicon as everyone including teenagers, moms and dads, grandparents, blue- and white-collar workers, television-movie-sports-and-rock stars; and yes, even the sitting President of the United States, frequently enjoy a spray-tan.
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The Rising Tide
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Spray-tanning has proven to be a welcome addition to tanning salons, worldwide. It can provide a steady source of new revenue while also serving as a highly-effective marketing tool for attracting a wide new customer demographic.
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The undeniable truth is that millions of people still want to be tan. However, it is how they are choosing to achieve their cosmetic bronzing that is evolving and enhancing the business model. And, in the same way that a rising tide will raise all boats, UV-tanning and spray-tanning, though technologically different, have learned to co-exist peacefully and profitably.
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According to Faraje Kharsa, President of the San Diego, CA-based Evolv Tan and the manufacturer of the SIDEKICK Mobile Airbrush Tanning System, “it’s very important for salon owners to realize that spray-tanning can succeed as an independent profit center inside and outside of the salon. However, the success of spray-tanning should not be achieved through the cannibalization or detriment of the UV-tanning segment of the business. The two can and should complement one another and add to the total financial strength of the business.” And, savvy tanning facility operators are quick to realize that once these new spray-tanners walk through the salon doors, they then have the golden opportunity (pun intended) to sell them every product and service they offer.
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New Horizons of Profitability
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Building upon the success and popularity achieved in tanning salons, spray-tanning has evolved into an industry onto itself – and it continues to expand into areas and markets that the early pioneers surely never envisioned.
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For example, the advent of the portable hand-held airbrush devices, which are often used in conjunction with the booths or independently to provide “customized” results, has allowed the industry to boldly venture into untapped markets and create millions of new “indoor tanners” every year. Today, armies of mobile airbrush artists (including many tanning salon owners) are earning significant and steady income by providing services in customers’ homes, at body-building competitions, modeling events, etc.
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As part of my consulting business and the IST Business Support Initiative, I analyze the inner-workings of many salons each year. When crunching the numbers, I have come to see first-hand the tremendous financial contribution that spray-tanning is making on the profit & loss statements of businesses nationwide.
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When first introduced to tanning salons, spray-tanning typically contributed to less than 1% of total sales. Today, a single automated booth or high-performance hand-held system can generate 10%-15% of total sales and profits.
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An Effective Marketing and Public Relations Tool
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In addition to attracting new customers and being a major profit center, spray-tanning can also be an effective tool in helping tanning salons to overcome the financial and psychological sting of a biased media, misleading information and unfair governmental regulation of UV-Tanning. Spray-tanning provides a bridge for reaching the millions of people who want to have a tan, look great and feel great, but may have some questions or reservations regarding UV-tanning.
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For example, when the new customers come into the salon for a spray-tan, salon owners will then have the opportunity to highlight the features of their beautiful facilities, answer questions and demonstrate first-hand their leading-edge, FDA cleared UV-equipment.
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“UV-tanning provides people with many benefits other than just getting a tan,” Faraje Kharsa adds. “It provides a relaxing experience in a private oasis. Many people find exposure to UV to be physically and psychologically uplifting. Spray-tanning is closer to the world of cosmetics. While people look great and feel great after getting a professional spray-tan, I don’t think it will ever replace the experience of a UV-tanning session,” he concludes.
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Many salons are also using spray-tanning to address the limitations of the government-imposed age-restriction on UV services. Special pricing and incentive programs to attract younger people who often spray-tan before heading off to a sunny Spring Break, or when preparing for proms and formals, can be a major source of revenue – and help to create long-term customers for other products and services.
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Reaching a Wider Audience
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UV-Tanning is a proven foundation for building your business. At the same time, spray-tanning and airbrush-tanning appeal to a wider and more diverse audience.
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According to Megan Pralle, Customer Relations Manager for Evolv Tan and a professional airbrush artist and trainer, “today’s consumer is looking for instant and custom results – and airbrush artists are able to deliver that. Airbrush solutions can be customized to match the individual’s unique skin type and skin tone to achieve the desired results. A well-trained airbrush artist can give anyone a flawless, natural-looking tan. And, every day, we are seeing more customers from every demographic, skin and body type – a clear indication that airbrush tanning is in high demand.”
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More Than Just Tanning
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I, myself, was intrigued to discover that some spray-tanning booths and airbrush systems can be used for more than just getting a tan. Some businesses are using the high-powered machines to apply products that moisturize and create pH balance on the entire body (no tanning solutions are used in this process). It’s been found that by atomizing the skin-friendly (typically aloe-based) solutions into a fine, rain-like mist, the skin more-readily absorbs the active ingredients. The output of the powered systems covers the body more evenly – thus helping to more effectively and efficiently repair dry, damaged skin.
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Looking Ahead
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Automated booths and mobile airbrush systems will no doubt continue to evolve and offer new features, benefits and applications. Already, the success of the business is attracting investment from the mainstream business community. Salons that feature spray-tans and custom airbrushing are allocating more space to the service and also creating luxurious, tranquil, spa-like settings to entice and pamper their customers.
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“In much the same way that the local coffee shop transformed into a gourmet café, complete with baristas serving a variety of caffeinated beverages and desserts, tanning salons are also reinventing themselves via upscale décor and the addition of more spa-centric products and services,” observes Kharsa.
Our thanks to Megan Pralle and Faraje Kharsa of Evolv Tan for their insightful contributions to this article.
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If you would like more info on transforming your business, business analysis and marketing strategies, write to jerry@istmagazine.com.
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“While people look great and feel great after getting
a professional spray-tan, I don’t think it will ever
replace the experience of a UV-tanning session.”Faraje Kharsa, President Evolv Tan
