If the recent SUNbiz show in Germany is any indication, the indoor tanning industry is making a strong comeback in Germany, Europe and the world!
The American tanning industry is abuzz about recent goings on at SUNbiz, the indoor tanning portion of FIBO, Germany’s largest health and fitness trade event. Held April 3-6 in Cologne and hosted by the European Sunlight Association a.s.b.l. (ESA), the event attracted more than 100,000 people from around the world to see the latest in indoor tanning equipment, lotions and accessories, as well as presentations from a select line-up of speakers. The general consensus among all American tanning industry attendees – all of whom represent the top manufacturers and distributors – is that indoor tanning has been revitalized overseas, and this can only mean good things on the other side of the Atlantic!
While the highly technical aspects of sunlamp technology might not be the most exciting tradeshow conversation, distributors and salon owners alike flocked to the Cosmedico Light, Inc. booth. “The last industry event in Germany was the Solaria show in 2007,” said Kevin Apgar, Cosmedico President, “so it was great to see so much excitement about indoor tanning there once again! I believe the European market has had time to adjust to the new exposure regulations put into place, and this was the cause of the resurgence of interest at SUNbiz.” Though he couldn’t stop to take count, Kevin estimates that at least 1,000 people swung by the Cosmedico booth to discuss sunlamp technology, and he says they were all extremely enthusiastic about getting back to business.
Introducing its new “Recharge Yourself” campaign at the SUNbiz show, Ultrasun International reports a positive showing at the event. “The exhibition was a great forum for our new branding,” said Bradley R. Clampitt, Ultrasun USA, Inc. General Manager, “Many new and present customers visited our booth and tried our products, and many were excited about our new branding and offered some excellent feedback. We’re looking forward to an exciting 2014 season!”
For Brenda Fishbaugh, President of Eye Pro, Inc., the event was as impressive as it was surprising. “It was great to see everyone from the industry all together in one place,” she said, “and all the booths were very impressive. I was a bit shocked to discover that tanners in some European countries don’t always wear eye protection, and I was pleasantly surprised when distributors from the Czech Republic, Lebanon and Poland, as well as Russia and the Ukraine showed strong interest in our products.” While noting the similarities and differences between tanning in the U.S. and Europe, Brenda says she’d like to return for future European tanning events… with a translator in tow. “Since there was such an international presence,” she added, “there was the occasional language barrier to overcome.”
One lotion manufacturer’s experience suggests that people get as excited about tanning products in Europe as they do in the U.S. “In Europe and other world markets, some distributors are exclusive to one lotion brand,” said Lewis Henry, Devoted Creations President. “They often form partnerships with the manufacturer and become that lotion maker’s representative in their respective markets.” The SUNbiz show was great for Devoted Creations, Lewis says, reporting that the company picked up distribution in China, Malaysia and the Philippines at the show, as well as new tanning salon clients in Belgium, Germany and The Netherlands. “This was a step in the right direction for the industry as a whole,” he added.
A trade show is an excellent barometer for checking the health of an industry, says Ed Jerger, Four Seasons Sales & Service Executive Chairman. After attending the SUNbiz show, he’s given the European tanning industry a clean bill of health. “I was very impressed by the traffic at the American vendor booths,” he added, “and I actually had to make appointments to see my friends. When the doors opened to the public on Saturday and Sunday, the place turned into a madhouse with people everywhere! It was the kind of foot-traffic I want to see this October at the National Tanning Expo in St. Louis.”
“Enthusiastic” doesn’t begin to describe John P. Johnson’s reaction to the recent SUNbiz event. Johnson, Supre Tan Senior Training Specialist, believes the excitement at the German trade show will be mirrored in America this season. “It was an amazing show!” he exclaimed. “It was great to see so many people spend so much time at the indoor tanning exhibits, and the number of visitors at our booth was even more exciting.” European distributors and salon owners seemed very interested in discussing the skincare ingredients Supre Tan uses in its lotions, which gave John the opportunity to further explain Supre and Hempz products to potential international clients. “This gave me the chance to get to know many major distributors in the overseas markets,” he added.
“Seeing so many people this excited about indoor tanning was very refreshing!” exclaimed Vince Lorraine, ist Magazine Publisher. “It was great to see so many companies exhibiting very impressive booths and an industry excited about getting back on track. It definitely took me back to nearly a decade ago, when these kinds of bustling trade events were the norm in Europe and the U.S., and I’m looking forward to this kind of excitement at home, too.”
Based in Germany, tanning giant The JK Group had a strong presence at the SUNbiz show, and its members were pleased with the attendees’ energy level. “It was the first event for the European tanning industry since 2007,” said Karsten Matuschka, JK Marketing-Germany International Brand Manager, “and it showed us the value of a leading show for this industry as a forum to meet and exchange ideas. We thank the many German and international visitors to our booths for their interest, friendship and productive discussions.” While the event provided the JK Group an opportunity to present its many brands and latest tanning technologies, having the reigning Miss Universe-Germany, Anne Julia Hagen, at the booth was also a huge draw. “The JK Group as well and the industry as a whole will feel the positive effects from this show for a long time,” Karsten added, “and we thank ESA for hosting the event.”
In 1982, when Susan Miller got started in indoor tanning, nearly all tanning equipment in the U.S. was imported from Germany. As CEO of PC Tan, she’s spent decades travelling to the country where indoor tanning started, making her recent trip to the SUNbiz show particularly enjoyable. “It was great to see a tanning event in Germany after all those years that there wasn’t one,” she said. “From the attendance to the booths to the way it was run, the event was excellent. It was also great to see so much excitement for indoor tanning again.” Since the American industry has always looked to Germany for the latest equipment and sunlamp innovations, Susan says that the sign of a thriving tanning show in that country can only bode well for the U.S. market. “Those who have survived are now thriving,” she said, “and I feel very optimistic about the upcoming season.”
While most of his colleagues were saying “Europe is back!” Jerry Deveney of Four Seasons Sales & Service has his own take on the SUNbiz event. “Some are hoping that the U.S. market will follow Europe,” he explained, “but I think it’s the other way around. The U.S. market has been the one leading the way, and Europe is following that. Sure, there’s been a shakeout, but that happens in every industry, and the strong salons survived and now are doing quite well.” As Four Seasons Director of Business Development, Deveney and his colleagues attended the event looking for any new tanning and fitness trends to possibly introduce back home. “It was great to see so much enthusiasm for tanning again!” he added.
It’s great to hear that the SUNbiz show in Germany was a success, and it’s equally exciting to speculate about what this year’s U.S. tanning expos have in store. Starting in June with the 7th Annual West Coast Tanning Expo co-hosted by Suntan Supply and JK-North America, to October’s National Tanning Expo in St. Louis and the many regional expos that follow, indications suggest a thriving industry overall. If manufacturers, distributors and salon professionals are excited about doing business, it only stands to reason that the public – those whom our industry is trying to attract – will be excited, too. After the many things we’ve had to overcome lately, this renewed sense of enthusiasm would be a welcome change!
