Springtime!
It’s finally here … after most of us endured a dreary winter filled with snow, sleet, hail, rain and overcast days. Yes, there were a few sunny days sprinkled in, but not nearly enough. So, we emerge from our caves craving warmth and sunshine. But alas, many of our bodies haven’t seen sunlight in quite some time, and some of us didn’t manage to pass on the dessert tray too often.
Now comes the season for prom, graduations and weddings – you gotta look good on these big days! Throw in some folks who want to get their bodies in shape and be ready for the upcoming swimsuit season, and you’ve got significant salon traffic just waiting to flow through your door. They’ll be searching for a super-quick tan, teeth-whitening, weight-loss services, stress relief and more – it represents peak revenue generation for you and our industry.
People are seeing many of these types of enhancement products online and/or on TV, but you’ve got a great advantage; your salon guests can actually see and touch the products at your facility. Put them into their hands and start selling! You and your staff are perfect “billboards.” By actually using the products, you can all provide great information about how they work and one look at your golden glow and bright smile says a thousand words! Of course, be wary of scams and offering products that you have not tried. Because clearly, offering poor quality products in your salons can easily cast a dark shadow on your business.
I conducted an “up close and personal” interview with professionals from a few different industry sectors for tips on maximizing profit potential during this special time of year.
[gap height=”60″]Guest Panel
[gap height=”20″]Skylar Burnworth
Business Development Manager
FIT Bodywrap
[gap height=”20″]April Crial
Franchise Training Manager
iTan Franchising
[gap height=”20″]Katie Phillips
Brand Coordinator
California Tan®
[gap height=”60″]IST: Let’s start off with an easy one. How long has your company been in business?
[gap height=”60″]April: iTAN will celebrate its 16th anniversary this April!
[gap height=”20″]Skylar: The founders of FIT Bodywrap worked on the initial iteration of the FIT Bodywrap system starting in 2006 and after much R&D to ensure we had the best infrared unit on the market, we launched full steam ahead in 2008!
[gap height=”20″]Katie: California Tan® is actually celebrating 30 years in the industry this year! We are very proud and grateful that salon customers and tanners have trusted and supported us for over a quarter of a century.
[gap height=”60″]IST: What is your “go to” product – the one that seems to hop off the shelves?
[gap height=”20″]April: That’s easy: Designer Skin Black Legacy
[gap height=”20″]Skylar: Our FIT Bodywrap was specifically engineered for tanning salons. We wanted to make sure the system could be effortlessly implemented into tanning salon operations. This is why the system is T-Maxx compatible and maintained with tanning bed cleaning products and procedures. As for our “go to” product, it’s our FIT Booster spray – a scientifically developed, moisture intensive formula that helps clients reduce the appearance of cellulite, firm, tone and tighten the skin.
[gap height=”20″]Katie: Our tan Maximizers are easily the “go to” products because of their versatility with all types of tanners.
[gap height=”60″]IST: What makes that product so appealing?
April: Diamonds are a girl’s best friend … and glitter sells! The diamond-shaped cap and glitter accents really make the DS Black Legacy bottle stand out. That’s not to take away from the incredible ingredient combination of MelanInk, Silicone and Pure Solar Peptides that leave our salon guests’ skin feeling fresh and bronzed as they leave our facilities.
Skylar: FIT Bodywrap delivers the benefits salon clients are asking for. We all know someone who either wants to slim down, relieve pain, become more relaxed or just feel better, in general. FIT Bodywrap does all that and more – in ONE session.
Katie: Joe, as I mentioned, our Maximizers are SO versatile. They benefit sunless tanners, UV tanners and outdoor tanners, alike. They’re multipurpose products with uses not only for enhancing tanning results, but in a daily skincare routine, as well.
[gap height=”60″]IST: Is there a prime demographic for your products? What does your typical purchaser look like?
April: The products sold at iTAN salons are specifically chosen to meet the needs of every demographic. Our typical purchaser is, honestly, everyone! We offer everything from bronzers, tingles, intensifiers and natural bronzers, to our sunless and spa products. Our staff spends a good amount of time educating themselves on each product and its specific benefits.
Skylar: As I mentioned, FIT Bodywrap delivers such a wide range of benefits that almost everyone can benefit from a session in some way. Our clients range from brides preparing for their big day to elderly people plagued with chronic pain who use a session for holistic relief.
Katie: Millennials – which most people think of as only college-age people, but Millennials really encompass a large dynamic of ages. Millennials are very willing to try new products and place importance on convenience and instant gratification – all perfect qualities of a spray-tan lover.
[gap height=”60″]IST: Okay, let’s stretch it out some. What other products do you offer? Do they reach outside of the tanning industry? If so, tell us how.
April: I wouldn’t specifically say they reach outside of the tanning industry. Our services at iTAN compliment the overall wellness and beauty of our clients’ tan. We do offer a considerable amount of before-and-after spa and spray products to use with each service, though!
Skylar: The FIT Bodywrap system is the pride and joy of the FIT Bodywrap product line. After successfully entering the tanning market almost a decade ago, we have also become widely successful in other markets such as spa, chiropractic, physical therapy, and fitness facilities.
Katie: We offer several products that offer uses outside of tanning. For example, many of our products can be integrated into a makeup routine, too. Like, the After Sunless Powder makes a great dry shampoo! Multi-use products allow purchasers to get the most bang for their buck, making them an easy sell.
[gap height=”60″]IST: Quick response time. What one word describes your products?
April: Perfect
Skylar: Effective
Katie: Universal
[gap height=”60″]IST: Here’s a tough one. Why should tanners purchase or use your products at tanning facilities and not risk alternatives at other commercial locations or the Internet?
April: Joe, our products at iTAN are specifically chosen for each service to not overwhelm our clients with too many options. Every year, we go through a rigorous process to vet what products would be most beneficial for our clients utilizing each service.
Now, the Internet – that’s sneaky place! We can never guarantee our customers’ satisfaction with an Internet purchase. How long was the product on a shipping truck? Where did the product actually come from? Has it been opened, diminishing its shelf life? We cannot answer those questions, so we make it a point to educate our staff and clients about our sneaky friend, the Internet.
Skylar: Tanning salon operators are the experts in this field. All FIT Bodywrap Certified Providers are trained extensively on the safety, benefits and administering of FIT Bodywrap sessions. Even though infrared is safe, there are still some things clients need to know before a session, and its best to get that information directly from the source.
Katie: When it comes down to it, it’s about safety. When people buy products online or at noncertified salons, there is no way to ensure they are buying the legitimate product. It could be a 10-year-old product that is not as effective, or it could be a completely different product. When it comes to your skin and your health, wouldn’t you just rather play it safe?
[gap height=”60″]IST: Grab your crystal ball, ladies – it’s time to prognosticate. Where do you see you and your respective employers in the next five years?
April: iTAN will be everywhere!
Skylar: In five years, FIT Bodywrap will be continuing to deliver and expand on our mission of making infrared technology accessible to everyone, everywhere, through our partners across the globe. Not sure if it’s evident or not, but we LOVE infrared here at FIT. Its healing and therapeutic properties are second to none. It is really important to us that everyone has the opportunity to experience the life-changing benefits of infrared.
Katie: I see the sunless tanning industry growing bigger and expanding! California Tan Sunless believes that in five years, the mobile spray-tanning business with spray-tan techs traveling to homes and events will be a larger part of the industry. Consumers love convenience, and that won’t change. We also believe that the customized airbrush tan will be the preferred application in the upcoming years.
Since its inception, our industry’s theme has been “look good, feel good” and from the input of our industry experts, that hasn’t changed one bit. Your guests frequent your facilities to utilize a variety of products to achieve their own, individual look. That special look leads to higher self-esteem and keeps them coming back to purchase the unique products and services you offer.
Well, there’s plenty of great info here, so feel free to contact our panel for more! ■
