As I write this month’s article, people are taking advantage of the sunshine and working on their tans. For the record, I’m a year-round indoor tanner and still tan about twice a week no matter how gloomy or hot the weather. Unfortunately, most of our salon guests are not year-round tanners. This month, I want to talk about add-on sales: products beyond just lotion that you can sell for additional summertime revenue.
Tan-Extending Moisturizers & Body Washes
Throughout my travels, I’ve tried to educate salon operators about changing the way they present add-on products to salon guests. To me, moisturizers and body washes are things you can purchase at the drug store. Tan-Extending moisturizers and tan-extending washes are formulated just for a tanner’s skin and are designed to lengthen the life of your tan. They also replenish skin with some of the moisture, nutrients and vitamins lost during the tanning process. The perfect question to ask your salon guests is, “What are you using at home to protect and maintain your color?” This question opens the door to educating your guest on the fact that regular moisturizers contain mineral oil, which is known to strip a tan and break down the results of DHA (the bronzing ingredient). Using a salon-quality tan-extender keeps skin hydrated longer and helps color last longer. The same is true for body wash. Regular body washes contain alkalines that can break down a tan, but some manufacturers make non-alkaline body washes intended to prolong tan life. I call tan-extending products “the conditioner to your shampoo.”
Outdoor Oils & SPFs
It’s inevitable that in the summer months, some of our salon guests may choose to “cheat” on us with the real sun, but that doesn’t mean they can’t buy their outdoor products from you! Most people who tan outdoors or enjoy summer activities use SPF or outdoor tanning oil when they go into the sun. During the summer months, why not offer these add-on products in your salon? Most manufacturers make outdoor products intended for salon retail, and some even offer products that are 2-in-1 lotions or sprays intended for use indoors as well as in the real sun. So, next time you are having a conversation with one of your salon guests and their weekend or summer plans include BBQs, swimming or just lying out, show them what you have on your shelves that can help them with their outdoor tanning. They have to buy those products somewhere … bring that extra revenue into your cash drawer!
Bronzers, Lip Glosses
& Night Creams
As beauty and tanning product manufacturers, we understand that not every salon guest is looking to buy a new tanning lotion every day, which is why we make some amazing add-on products that you can sell to fill the gaps between lotion purchases. Now, as a girl and regular indoor tanner, I know the one cosometic item I just could not live without is bronzing powder. I apply it every morning as part of my makeup routine and re-apply it throughout the day, just as many women do. What is great is that some manufacturers offer bronzing powders to sell in your salon, and most are formulated with a tanner’s skincare needs in mind. The same goes for lip glosses and balms, and night or day facial creams. These are all items that your guests are currently using and purchasing – just not from you … yet!
To increase your product sales in the summer months, bring in products that your guests are already purchasing from local beauty counters. Have your staff trained to effectively sell these products and you will be able to take some of that money spent on beauty products, outdoor tanning products and tan-extenders away from the drug stores and into your salon. ■
