A relatively new Massachusetts salon owner contacted us for help with this question: “How do I explain to my tanners the differences between our Level 1, Level 2 and Level 3 sunbeds?”
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This is a great question. As a consumer, how do you decide between a Honda Fit, Honda Civic or Honda Accord? All three will get you to your destination. Are you more concerned with price and mileage? What about comfort and style? It’s a matter of personal preference and what you will invest for this experience.
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It’s the same thing with tanning equipment. All tanning units, regardless of timer interval or lamp type may produce a maximum of four (4) MEDs (minimal erythemal dose) in the manufacturer’s maximum specified exposure time. MED refers to the least amount of UV radiation a person can receive which induces a distinct erythema or “pinkening” of the skin with 7 -24 hours following exposure. Factors such as the transmissive quality of the acrylic shield, the distance of the lamps from the tanner, the ballasts used, bed geometry, electrical current / voltage, number of lamps and the distance between the lamps, and the effectiveness of the reflector system (as well as whether reflector lamps are employed) all influence what the exposure schedule and maximum timer interval will be.
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Typically, the shorter the exposure schedule, the more lamps and more spacious the tanning bed. Also, the higher-end beds tend to have more bells and whistles – body contour acrylics, air conditioning, premium quality sound systems and much more.
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Factors to consider:
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Is your salon guest on a tight budget? Is she a Type A personality who wants to get in the bed and get out? Or, is she like the many who like to take a power-nap while tanning? Is comfort more important to her? All these factors come into play when choosing a tanning package.
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Give your salon guests options to keep them happy with their tanning experience and loyal to your salon.
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Also, human beings are creatures of habit. You have your group of tanners who will only tan in “Room #4,” even though you have the exact same unit in two other rooms. Tanners can still get great results from a 20-minute bed, but it will not be the same tanning experience as that provided by a higher-end bed. It’s your staff’s job to entice your tanners to “upgrade” their sessions. You might offer them a special – one week of tanning in any bed for one low price. Or, if they spend a certain amount on lotion, they receive an upgrade session. This can break their “Room #4 Habit” and generate revenue as they continue to enjoy the higher-end units.
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Since I am from the sunlamp company side, let’s get back to lamps. I don’t care how expensive the bed is, if you equip it with lamps that don’t provide your tanners with results, you’re throwing money down the drain. For your low-pressure systems, you want to install a lamp model with just enough UVB to stimulate the melanin, lots of UVA1 for pigment-darkening and less of UVA2, which contributes to wrinkles.
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So, you might see a line-up like this:
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Level 1: 20-minute (maximum) beds at the lowest price for those looking for relaxation, as well as a tan
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Level 2: 15-minute exposures with some comfort features and a step up in price; larger beds and more use of reflector lamps in the canopy
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Level 3: Another step up in price from Level 2; more comfort features, shorter exposure times, more reliance on reflector lamps … a stand-up will fit into Level 3, as the exposure times are usually ten minutes or less and standing is not so relaxing.
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Give your salon guests options to keep them happy with their tanning experience and loyal to your salon.
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Best wishes for the holiday season!
