As a product educator, I’m on the road a lot, and it’s my job to help inform new and veteran salon staff about the importance of using lotion, but also I help give them the tools they need to effectively sell to their salon guests. Lotion sales are a real profit center – knowing how to sell the each tanner the proper lotion will enhance their experience and satisfaction with your business.
Knowing how to sell the each tanner the proper lotion will enhance their experience and satisfaction with your business.
During my recent travels, I’ve noticed that we need to put an emphasis on educating staff about basic lotion types, so that they can properly identify the product category intended for each type of tanner. I’ll put them into simple terms that your staff can easily memorize and help direct your guests to the product that will fit their needs.
Pure Accelerators – Intended for first-time tanners, the fair-skinned or those just building a base tan. These products accelerate the tanning process by speeding up melanin production and stimulating tyrosine activity without the use of added bronzers, tingles or blush factors.
DHA Bronzers – DHA reacts with amino acids on the skin’s outer layer to create a brownish color that develops within 2-4 hours after application and can last up to seven days. I’m still often asked, “Will it streak? Am I going to turn orange?” All undesirable effects of DHA are due to human error; if you don’t apply the product correctly and wash your hands afterward, you can get streaking, staining or discoloration. DHA bronzers are intended for those with a base tan, those who want to maintain their color, or anyone looking to jump-start their results.
Natural Bronzers – These plant derived ingredients impart natural color onto your skin. They include black walnut seed, caramel extract and carrot oil. Remember this: “If it grows from the ground and can turn your skin brown – it’s a natural bronzer.” Products with natural bronzers are typically streak-free, stain-free and leave you with no after-tan odor. They’re ideal for all skin types or tanners who want light bronzing results without the commitment of DHA. They can also be referred to as DHA-free bronzers.
Cosmetic Bronzers – Similar to the type of bronzer in makeup that provides instant color and washes off with water, these products are ideal for tanners who need instant color, and for those using high-level DHA products – cosmetic bronzer allows you to see where you apply the lotion, minimizing the chance for streaks or staining.
Tingle – An immediate reddening and warming sensation is created by Benzyl Nicotinate, which increases microcirculation. The increased blood flow increases oxygenation, which results in a darker tan. Tingle is for experienced tanners only – these salon guests either want the hottest tingle that they can get their hands on or they want nothing to do with them! Tanners should spot-test tingle products on their inner forearm – one of the most sensitive areas of our skin.
Blush – These products increase the skin’s microcirculation to create a darker tan. Some say they work like a tingle “without the tingle.” I suggest them as a good lotion to rotate into the routine for tanners who are using the hottest tingle, but not feeling results anymore. They will still get the increased microcirculation and when they go back to their tingle product, they will feel the results again. For your salon guests who use a dark bronzer and their tan has plateaued, a blush product will give their color a boost, as well as longer lasting results.
Whether this is a refresher for your staff or new info, remember this: asking guests the correct questions helps your team direct them to products that will suit their needs.
Happy guests = successful salon!
