METRO-MILWAUKEE, WI – Fashions may change, but skin is always in at Lectric Beach Tanning Club’s Lotion Night series, which took place on four nights in late March at each of the company’s metro-Milwaukee, WI area salons.
The annual event introduces tanners to new tanning just in time for busy season, and is also an opportunity to re-educate, sample and connect with loyal guests, says senior manager Pamm Timm. “Winters can be long where we live and as spring rolls around and people begin to shed clothing layers, they realize that it’s time to jump-start their summer tans and WOW! Do they ever need moisturizing!”
Amid balloons and candy dishes, champagne glasses held dollops of various products and small silver spoons that allowed Lectric Beach tanners to sample scents and learn some of the lotions’ properties and benefits, as well as stroke some on, says Timm. “Everyone is encouraged to try a new sample during that night’s session,” she adds “and if they purchase a bottle after tanning, they receive a small gift bag with three additional sample packets and a $10 Lectric Beach gift certificate. They get another gift bag for each tube or bottle they buy, which encourages them to immediately use the certificates toward purchasing additional or higher-priced products.”
Lectric Beach staffed each of the four-hour presentations with a member of their management team and a couple of sales associates to ensure smooth customer service and quick session turnaround. “These little one-location ‘parties’ get the staff and the clients rejuvenated for spring, for new product and familiar with old favorites,” says owner Dion Borkowicz. Invites went out via email and Facebook posts, as well as through the company’s text club and in-store signs, he adds. Sample giveaways were provided by New Sunshine LLC.
“Our distributor does so much to support our efforts and all of it affects the bottom line,” Borkowicz added. “Lotion Nights are something we all look forward to. It’s a sure sign of spring!”
