[gap]Last month, I got some “one on one” time with lamp manufacturers so we could present their insight with regard to some of the industry’s pressing questions. This month, we’ll throw the spotlight on the sunless sector of the tanning business.
[gap]Personally, I can remember applying some self-tanning lotion as a kid and watched in awe as my forearm turned a beautiful shade of … orange. Perhaps some of you remember the same! Then, I remember some of the early days of sunless and the uh, well, not-too-pleasant “after smell.” Well, those days are long gone!
[gap]From its early beginnings in the 60s to the incredible, high-tech units of today, sunless tanning is deeply embedded in the everyday business of the tanning industry. Clearly, the “glitterati” of Hollywood are all over it. From TV shows like Dancing with the Stars to movie stars like Mark Wahlberg, millions enjoy the ease and results of sunless tanning. Our roundtable chat this month includes some industry veterans, for sure: Rick Norvell of Norvell Tanning, Veronique Munro of Infinity Sun, Mike Concannon of Sunless, Inc. and Shelby Giard of Evolv Tan.
[gap]When sunless tanning started, it was thought of as ancillary product to a UV tanning experience. Now, it plays a vital role in a salon’s business plan.
[gap]What factors have fueled this position?
[gap]Veronique: Many factors. We all know that the highly-publicized risks associated with UV tanning plays a part; but, I believe that there has also been a shift in consumer taste and behavior. We are no longer a population that lingers – we move quickly, we travel, we have access to much more information and consequently, have growing lists of things to do and therefore, when we take time out for ourselves, we want immediate gratification and results. We want to do things that make a notable difference. We don’t have regular facials; we now combine that experience with more invasive treatments that offer lasting results. That is why there are so many day spas converted to medi-spas, dentists converted to dental spas, and that is why Infinity Sun has long been advocating the diversification of services to combine results-oriented experiences in-salon. Sunless tanning is the perfect example of this – anti-aging/skin-firming sunless, even more so. One session, in under a minute, you can look like you have been in the Bahamas for a month (and you won’t exceed your lunch break doing it!). That fits with the new way we live.
[gap]Rick: Joe, you remember, in the past, that many tanning salon owners worried about how, and if, sunless could work in their business. I am thrilled to report that I have never heard a complaint after they’ve done it! As sunless methods and solutions have evolved over the past decade, the public as a whole is beginning to learn that you really can achieve natural looking color with a spray tan. You DON’T have to look like a pumpkin! Even better, you can enter the sunless business with a spray-gun, turbine, tent and extraction fan for well under $1,000. In essence, you are adding new equipment and a new service that pays for itself in less than 30 sprays! Additionally, sunless allows a tanning salon an option for those who prefer not to use UV methods – as well as a way to actually educate them about UV tanning, and possibly to even upsell them. The “tanning cocktail” allows them a way to couple their UV service with a sunless session for a larger sale per client. I would venture to say that if your salon does not have sunless, you will be hard-pressed to maintain your share in the marketplace.
[gap]Mike: Most automated spray-tans are performed in preparation for the most important social events (big date, wedding, prom, gala, vacation, etc.), when a person can least afford a beauty mishap. Here’s a few things salon owners know about the dramatic improvements and remarkable breakthroughs in automated spray-tan solutions.
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- Multiple bronzer shades are available to match and enhance every skin tone.
- Odor reduction technology has been added to virtually eliminate the odor commonly
associated with sunless tanning. - Skin care additives have been infused into the solution to assure streak-free, even
application, as well as an even fade. - The tans look natural, even and beautiful for a longer period (6-8 days).
- Ingredients are safe and gentle, such as naturally derived Eco-Certified DHA and Erythrulose.
[gap]Shelby: There are several factors that have played a role in the increase of sunless tanning within UV tanning salons and other forms of salons and spas. People seek instant gratification, and a sunless tan can give them an immediate positive change. Likewise, if time is an issue, a spray-tan session can provide a beautiful glow in less time than laying in a tanning bed or sunbathing outdoors.
[gap]Additionally, when public health officials and dermatologists started blaming the rise in skin cancer on UV tanning or excessive sun exposure, people began shying away from those options and seeking out alternate methods for achieving their desired tan. Further, there has been a substantial increase of governmental regulations on the tanning bed industry including the “Tan Tax” and age restrictions that have caused the UV industry to suffer as a result, and therefore seek out other or additional services to offer their customers. Hence, the rise in sunless automated booths and custom airbrushing services.
[gap]What can you suggest to salon operators who are not offering a sunless system at their facilities?
[gap]Rick: Don’t wait – just do it! High-season is kicking into gear: do it, and do it fast, before you miss out on profits! As I’ve mentioned before, an entire entry-level spray set-up will set you back far less than $1,000. The math makes sense … if you charge $35 for a spray-tan, then you’ve paid for your investment with less than 30 tans. With one special occasion event in your town, you could feasibly pay for it in only one day! Research the brand you choose to partner with. Look for a company strong in support, customer service and education, and that genuinely cares about your business and your success and wants to help you achieve your goals.
[gap]Mike: By the numbers! 10 Million: the number of automated spray-tans performed by VersaSpa and Mystic Tan each year. $3: The salon’s cost for a spray tan. $29: The average retail price for an automated spray-tan. 1 year (or less): The number of years to pay back the equipment purchase.
[gap]Veronique: Lock up your salon and throw the keys into the ocean – that is just fast-tracking the inevitable. Without sunless, your business is losing value by the day. If you do not give your customers what they want, someone down the street or around the corner will, and you will no longer have a viable business. All we have to do is take a look at all the salons that did not even have one automated spray-tanning system and now have four booths and one custom airbrush room. They did this with resistance. Trust me, I fought with many salon owners from 2005 until now who thought sunless was a fad! They thought that airbrush tanning wouldn’t make them money – but they gave in. They are saying “YES” to consumer demand. They succeed in business.
[gap]What does your company provide in education, products and training materials to assist salons in offering a sunless experience that is as safe as possible?
[gap]Mike: On-site training for staff, multiple videos to train on use of the products and routine maintenance of the booth to enhance operation and reliability, as well as a network of 40+ field technicians and a full complement of phone technicians.
[gap]Shelby: The rise of sunless tanning systems is transpiring – now – and will only increase and develop for years to come. The growth is remarkable, and in order to compete, stay current, and offer all types of salon customers a method for tanning, it is necessary to offer a sunless service. Airbrush tanning in particular offers platforms that provide immediate, customized results. Additionally, most airbrush systems are mobile, and therefore can be offered from any location – people don’t even have to leave their homes anymore! Offering a sunless tanning option is a profitable opportunity that is simple to execute and should be utilized.
[gap]Likewise, when educating people about the benefits of spray-booths and airbrush services, you have the opportunity to sell them retail products that will help prepare their skin, supplement their tan, and maintain their color between sessions for an all-around better result and experience. Most importantly, when investing in a sunless system, choosing the highest quality products and equipment is essential from the start to launch a successful, professional service. Don’t settle or conform to what is the norm – differentiate your salon and offer the best and highest quality service and experience.
[gap]Veronique: Infinity Sun Academy has been servicing the health and beauty industry since 2006. We offer a very structured training program at our academy in West Hollywood, as well as through other digital platforms. We cover the science behind skin, sunless tanning and the position of the FDA on spray-tanning. We consult with health officials on a regular basis and conduct inhalation and ocular testing to ensure we always have data consistent with our beliefs on the safety of sunless with our products.
[gap]Rick: Norvell was the creator of the first sunless education program out there, and I am beyond proud of Norvell University and all the work our team has put into it. In fact, just when I thought it couldn’t get any better, the team has created an all new NU experience that debuted March 1. We have a ground-breaking, award-winning educational program thoughtfully created specifically for those wanting to grow in the flourishing sunless tanning industry. From self-paced webinars that virtually gather fellow spray-technicians across the world, to multi-day symposiums where one will be surrounded by industry experts, Norvell University offers learning for every experience level.
[gap]Without revealing any proprietary information, what are your thoughts on the future of sunless solutions? Perhaps ones that could offer photo protection in natural sunlight as well as a cosmetic tan? What about sunless-only salons?
[gap]Shelby: People, in general, seek out multipurpose salons and multifunctional products that can achieve a variety of functions all at once. Sunless solutions have already begun to achieve this by offering different levels of color, skin rejuvenation, hiding cellulite, and anti-aging benefits. As these products continue to evolve, I foresee booths, solutions and products becoming even more versatile to achieve more functions and greater results in less time. People feel they need even more, now, to maintain a healthy appearance, hide “flaws” and achieve a beautiful bronze tan that makes them feel good on the inside and glow on the outside. There is a lot to accomplish and so much potential for this industry – endless possibilities and a lot of success ahead.
[gap]We’re already seeing a growth in 100% sunless salons for a variety of reasons. Aside from the growing alleged health concerns, lack of education, and an increase of governmental regulation on UV tanning, and with the rise of the acceptance and change-over to sunless options, sunless-only salons are thriving and a viable business option.
[gap]Veronique: Joe, as a brand, we always have and will continue to strive to perfect the color of the tan, maintain youthful vibrancy of the skin, increase the longevity and further improve upon the customer experience. Diversification is key, and therefore, the most successful businesses will continue to offer synergistic services under one roof. I promote tanning, health and beauty – all under one roof.
[gap]Rick: Norvell is synonymous with a healthy, natural, effortless and beautiful sunless tan. We are not about being the absolute darkest you can be. We are about achieving the most natural looking sunless tan for your skin tone. We do not focus on trends, and care more about proven ingredients that are not a passing fad, but something that leads the industry in a responsible way that allows it to flourish. The future of sunless is products that combine great color, skin beneficial properties, and are created as naturally and healthy as possible.
[gap]With regard to photoprotection and sunless; I get asked this question over and over, and this is a subject on which I, personally, take a very firm stand. I feel it would be extremely irresponsible to add photoprotection to sunless products, as the user may expect to have sun protection for the duration of their sunless tan. We all know you must apply sunblock repeatedly throughout the day, especially when in water, to achieve results. It is not recommended, nor practical from a color result standpoint, nor beneficial to the skin to apply sunless tanners multiple times per day. My fear would be someone applying a sunless tan, and believing that until the color faded (5 to 7 days), they would continue to have sun protection.
[gap]You will definitely see more “sunless-only” salons popping up around the USA and the globe. Not every community and demographic can support this type of focused business. But where the demographics are suitable, and the proper recipe for success is followed, a sunless-only salon can be an extremely successful profit center.
[gap]Mike: The most important factor with sunless solutions is the quality of the tan – whether that is an instant cosmetic bronzer, or the extended tan that DHA creates. Other factors are certainly important; but the ultimate determining factor is beauty. The company that can remove the common, everyday annoyances and/or provide unexpected delight will increase satisfaction levels and create more tanners.
[gap]IST thanks these sunless pros for their contributions to this article.
