I’ll be blunt: I can be a bit of a stereotype at times. I’m half-Italian. I’m a DJ. I live by the Jersey Shore and I do enjoy having a golden brown tan. As someone who works in the trendy, lively world of nightlife, it’s easy for me to notice the newest things hitting TikTok and nightclubs.
And man, it’s hard to ignore the writing on the wall: tanning is IN.
The Rise Of Trendy Tanning
Did you notice a quiet uptick in younger tanning salon attendees as of late? Perhaps you noticed a subtle whiff of sunless tanner while you were grocery shopping or overheard people talking about their favorite tanning essentials while at a bar.
You’re not alone.
One of the hottest beauty trends of the year is not going to be found on makeup shelves or at your local hair salon. It’s at the tanning salon. An article in Fortune magazine recently highlighted the tanning boom, primarily fronted by Gen Z’s most fashionable people.
The article was quick to point out the numbers: TikTok has become the forefront of tanning culture today. Over 142 million posts have been made by creators with the hashtag #tanlines, with top influencers touting their favorite tanning products as part of their game.
Not Just Tanning
I don’t have to tell readers of this magazine that tanning isn’t just about baking in the sun or enjoying the surf. It’s a lifestyle and a fashion statement that comes with skin prep services, accessories, and (of course) salon memberships!
As a tanning professional or salon owner, you probably already noticed the number of younger tanners hitting your doors. It’s important to recognize this trend originated on TikTok, thanks to influencers like Kolkana.
You might as well encourage them to enjoy the full lifestyle—and that includes different services, accessories and add-ons.
Selling To Generation TikTok
In the past, tanning fads often meant salons were the instant and obvious experts. TikTok changed that. Today’s consumer is more likely to believe a favorite influencer than they are a salon professional.
When you’re selling your services and products to salon-goers, they may mention that they got their products off TikTok. Obviously, this can lead to problems—especially when it comes to the outcomes of those products.
Here is some advice I’d offer salons, if I were in their shoes:
- Mention that your products are designed to give professional results. You can guarantee the products at your counter will work well. You cannot guarantee that the products they’re bringing in will do well.
- Allow them to use the products they want to use, but offer them samples of yours. This is the easiest way to win them over. Results matter and when they compare the stuff of TikTok to the stuff at salons, the winners become clear.
- Listen to clients if the demand starts to skyrocket for certain products. Whether we want to admit it or not, there is some truth to “the customer is always right.” They are always right when it comes to knowing what they want!
- Don’t be afraid to use TikTok to gain clients for your spa. TikTok does not have to be the enemy. Having reels of “salon hacks” (such as putting stickers on your legs to create cool patterns) always wins people over. It also gives you visibility with the people fueling the tanning craze right now.
- Yes, influencer marketing can work for you. Influencers are popular marketing tools in the modern world because they work. Fans listen to (and trust) influencers. You might as well find local celebrities to tour your location.
- Add discounts that fans can only snag from TikTok. You will need to measure how much business your social media accounts can get you. Having specific discount codes linked to your social media campaigns can make that metric easier to track.
A Last Word
Let’s be honest. This is far from the first time that tanning (and tan lines) have become popular. It’s a trend that cycles in and out over the years. Right now, it’s in. You might as well work with the trends rather than try to fight against them.
