October brings many great things – football, cool weather, Halloween and one of our tanning industry favorites – the new product launch![gap height=”15″]
At this time of year, I tend to see salon operators getting excited about the new products, and ordering them without evaluating what to get rid of first. This can result in over-cluttered shelves. So, how much is TOO much? How many of each product should I offer? These are the questions I get asked very often all over the country. What’s the right number of products and when do I bring them in? What are the correct price points? This month, we’ll discuss what I’ve found to be the best approach to bringing in new products without abandoning your top-sellers. [gap height=”15″]
Pick a brand. Whether it’s my brand or another lotion manufacturer, find a product line that you like not only for the results and its aesthetics, but also for the people on their team with whom you do business. Many companies employ talented trainers who offer online and in-store support, as well as help in choosing which of their products are the best fit for your salon’s demographics.[gap height=”15″]
Know your market. Every market, every town, every salon has different clientele. Make sure your product mix fits the needs and price range for the age, gender and tanning goal of each potential tanner.[gap height=”15″]
“The Rule of 3.” I believe that you should have three tanning product options at every price point. If your low end is $30, you need three SKUs in the $30 range: generally speaking – a bronzer and an accelerator, as well as a natural bronzer or unisex product. I recommend jumping up $15 from your lowest price point each time. So, the next three products would be in the $45 range, next three in the $60 range, and so on.[gap height=”15″]
The perfect number of products to carry may differ in different regions; but, what I’ve seen work best is about 15-18 tanning lotions and 3-6 after-care options. [gap height=”15″]
Specialty Products – You generally need a couple options, which are your tingles, hypoallergenic, and male-targeted lotions can fit in this category. If your salon has a low number of male tanners, this is probably where you’d put a “manly” product. If your salon is near a gym or has more male tanners (above 30%) you may need options at different price points. [gap height=”15″]
After Care – We know it’s not every day that your tanners will buy new lotion, which is why you need other purchase options! Tan-extending moisturizers, body washes, bronzing powders, sunless maintenance items, etc. – if you carry a variety of these products, make sure you have different price points, as well as some female- and male-related options.[gap height=”15″]
So, what does this look like? Here is an easy-to-follow guide to help you pick a winning product mix:[gap height=”15″][gap height=”15″]
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$30-$37
- Accelerator
- Bronzer
- Natural Bronzer
[gap]
$45-$55
- Light DHA Bronzer
- Dark DHA Bronzer
- Unisex product
[gap]
$60-$70
- Accelerator
- DHA Bronzer
- Natural Bronzer
[gap]
$75-$85
- DHA Bronzer
- Dark DHA Bronzer
- Natural Bronzer
[gap]
$90-$105
- Accelorator
- Natural Bronzer
- DHA Bronzer
[gap]
$105-$120
- Darkest DHA Bronzer
- DHA Bronzer (Premium Skin Care)
- Accelerator (Premium Skin Care)
[gap]
Specialty Products (insert price point that works for you)
- 1-2 Men’s Products
- 1 Hypoallergenic
- 1 Hot Tingle
[gap][gap height=”15″]The reason that “20 SKUs” is the magic number is mostly because it’s the easiest amount to work with and train your staff to sell. When you go with one brand, it’s very simple to learn what makes each product different and why the higher-end products are priced that way. Generally, the higher you go in price, the better the skin care and tanning results, as well as larger bottle sizes. When you have too few products on your shelves, it looks like a close-out sale; on the flip-side, too many implies that you don’t really believe in what you’re selling. By simplifying the mix, you not only make the sales experience easier on your staff, but also more understandable to your salon guests. [gap height=”15″]
With hundreds of new products launching next month, it’s a great time to reevaluate your shelves. Identify the slow-movers, which price points or product types you were lacking, or a category that needs a boost. Then, seek replacements in the new releases. Need help in this department? Reach out to your distributor partner or lotion manufacturer representative.[gap height=”15″]
Happy Lotion Shopping![gap height=”15″]
