DALLAS, April 6, 2015 /PRNewswire/ — Palm Beach Tan, the nation’s largest indoor tanning company, is celebrating its 25th anniversary this year. The Dallas-based brand has revolutionized the industry through innovative technology, a continued focus on the education of its team members and a strict focus on tanning in moderation. Palm Beach Tan operates both company-owned and franchise locations in 31 states, representing more than 440 individual stores, nearly doubling its footprint in the past five years through acquisitions, new construction and franchise growth. The brand offers customers state-of-the-art sunbeds, the latest spray tanning systems, as well as the industry’s most extensive selection of tanning and skincare products.

“This is an exciting milestone for our brand and we look forward to continuing both our amazing growth trends and our leadership role in the industry,” said Diane Lucas, president and COO at Palm Beach Tan. “For more than 25 years, Palm Beach Tan has been committed to delivering indoor tanning services in a safe, clean and responsible environment.”

Education of both team members and customers with a focus on moderation and tanning wisely is a key message in all brand communications. Palm Beach Tan was the first in the industry to require parental consent for all customers under the age of 18 and extensively trains its team members on how to advise customers on their tanning goals through the lens of tanning wisely. The brand philosophy centers on the Golden Rules of Tanning, a set of educational guidelines which seek to minimize overexposure and support responsible tanning:

• Know your skin type
• Always apply professional quality indoor tanning lotions before and after your tan
• Never rush a tan
• Never tan more than once in a 24-hour period
• Always wear protective eyewear
• If you need a tan in a hurry, try a spray tan

Palm Beach Tan was also the first in the industry to institute a 24-hour resting period between tanning sessions to allow customers to maximize color and their skin care. This encourages customers to practice moderation and work to gradually achieve the shade which makes them look and feel the best.

Last month, Palm Beach Tan unveiled an updated brand identity campaign titled “See Yourself in a New Light” which focuses on clean, sophisticated and contemporary lifestyle imagery. Research indicates that customers want a more subtle shade, and tan just enough to enhance their appearance. Tanning is not about being as dark as possible, but about finding the right shade which makes each individual feel good about him or herself.

To help celebrate the brand’s 25th anniversary, from April 6-12, Palm Beach Tan is offering special anniversary rates on all memberships as well as 25% off all spray tans and lotions. Individual locations will also be offering additional location-specific deals depending on market.

For more information about Palm Beach Tan, its locations, services and products visit www.palmbeachtan.com or became a fan at www.facebook.com/PBTOfficial.