As a lotion trainer, I’m on the road for much of the year, visiting salons to educate both new and veteran staff about the importance of using lotion, and also to offer them the tools they need to sell product to their tanners. Selling lotion is a real profit generator for most salons, and knowing how to guide a guest toward purchasing the appropriate product will enhance both their experience and your sales.
During my recent travels, I’ve noticed that salon staff need knowledge of the basic lotion categories, so that they can identify the products intended for each specific type of tanner. This month, I’ll put this concept into simple terms that your staff can easily learn so that they can direct your guests to the correct products for their needs.
Pure Accelerators – These lotions are intended for first-time and fair-skinned tanners, or those beginning to build a base tan. Pure Accelerators speed up the tanning process by stimulating melanin production and tyrosine activity without the use of added bronzers, tingle or blush factors.
DHA Bronzers – DHA reacts with amino acids on the top skin layer to create a brownish color that develops on the skin within 2-4 hours after application and can last up to seven days. DHA is the lotion ingredient that some clients are still wary of – I’m still often asked, “Is it going to streak? Am I going to turn orange?” All error with DHA (sunless) tanning is human error; if you don’t apply the product correctly and don’t wash your hands after application, you can get undesirable effects such as streaks, staining or discoloration. DHA bronzers are intended for tanners who already have an established based tan, those who want to help maintain their color, or anyone looking to jump-start their results.
Natural Bronzers – These lotions contain plant derived ingredients that impart natural color onto the skin. Some examples are Black Walnut Seeds, Caramel Extract and Carrot Oil. An easy way to remember what natural bronzers are is to learn this phrase: “If it grows from the ground and can turn your skin brown, it’s a natural bronzer.” These products are streak free, stain free and odor free. They are intended for all skin types or for any tanner looking for a light bronzing result without the commitment of DHA. These products can also be referred to as “DHA-free” bronzers.
Knowing how to guide a salon guest toward purchasing the appropriate lotion will enhance both their experience and your sales.
Cosmetic Bronzers – These work just as the name implies – they are cosmetic, similar to the bronzer in make-up, imparting instant color that washes off with water. These lotions can be recommended to tanners who need instant and immediate color, and those who are using a product with high DHA content. When a product is high in both DHA and cosmetic bronzer, the tanner can see where the product is being applied, which helps minimize streaking or staining.
Tingle Products – Lotions in this category contain ingredients – such as Benzyl Nicotinate – that increase blood flow in the skin, resulting in an immediate reddening, warming and tingling sensation. The increase in circulation generates oxygenation, which results in a darker tan. These products are intended for experienced tanners only! Generally, your guests know that either they want the hottest tingle that they can get their hands on, or that they want nothing to do with “hot” products. If a tanner is interested in trying a tingle lotion, have them spot-test it on the inside of their forearm, as it’s one of the most sensitive areas of our skin.
Blush Products – “Blush” ingredients increase the skin’s microcirculation, which promotes a darker tan. Some say blush products work like a tingle “without the tingle.” I suggest rotating blush products in your tanning routine. If you have guests who are at a tanning plateau, using the hottest tingle lotion and no longer experiencing results, suggest they try a blush product. They’ll still get the increased microcirculation, and when they switch back to using their tingle product, they’ll feel the results again. For guests who are using a dark bronzer and whose results have plateaued, a blush lotion will help give them a color boost, as well as the longer lasting tans they desire.
Whether this serves as a refresher or new info for your team, remember one thing: by asking the correct questions, you and your staff can direct your guests to products that will suit their tanning needs. When you direct them to these products, the overall satisfaction of your clientele – and your sales – will increase!
