As tanning facilities continued to re-open through June and now into July, we have heard fantastic reports of very busy salons – even including record sales days. And not just flash-in-the-pan business, but good and solid, day-to-day business that is stronger than past years at this time. While we are all truly thankful for the business and support we are each receiving from our customers, none of this should surprise us, right?
First, we will hit on a key factor that we have mentioned recently in this column: tanning salons help people look good and feel great! The true importance of this cannot be emphasized enough. Being self-quarantined at home for 6-8 weeks (or longer) without being able to get your tan on, your hair cut or your roots touched up (professionally) has had all of us in a very strange place, unable to address these important needs. I have to admit that after eight weeks, I considered cutting my own hair; but I knew that would end poorly and so, I came to my senses and waited 11 weeks to get back to my hair stylist. I apologized a lot for my appearance over the last few weeks, because it was looking pretty ridiculous! As salon owners, you know that for many, being able to maintain a bit of color is a “gotta have” – and we are all thankful for that!
Second, well before all of the virus mess happened, as an industry, we already had very visible cleaning and sanitization going on as part of everyday, critical salon operation functions. What other business can you think of where you see staff walking around with a bottle of sanitizer just cleaning all day? And now, salons are taking this to a new level – and rightly so. Now, more than ever, we want our guests to see us actively cleaning and highlight it with visual aids posted in tanning rooms and throughout the facility. I would put little flashing LED lights on the sanitizer spray bottles and place them all over the salon! Don’t leave any room for people to wonder about your cleaning practices.
Third, through all of this, UV light, in general, has received more positive press than ever. We don’t want to misrepresent this in any way, but do allow the positive press to benefit your business as you continue to communicate the message of moderate UV exposure.
As we move forward a day at a time, things will be different for all businesses; but, we are bullish on indoor tanning and the great and important need that it serves for so many. So, again, we encourage you to be innovative and creative with your promotions to bring your tanners back and regain their loyalty to your business through the balance of 2020 and beyond.
The entire PC Tan Team wishes everyone in our great industry the very best!
