By Ashley Wottring, California Tan Sunless

The sunless industry is booming! Over the past five years, the annual growth rate has been positive, and recent research confirms that is is projected to continue growing. As a salon, what can you be doing to capture dollars from the growing market?

1. Equip your employees. Sunless is complicated. A sunless tan is not only based on product effectiveness, but also on body chemistry. For example, if a client is frustrated with their tan after receiving a spray tan it might not be due to the solution. If a client has a diet high in fat, skin tends to be oilier and oil is a barrier, which means the solution cannot fully develop on the skin. Equipping your salon staff with sunless training is crucial to your salon’s success. When a customer walk in, by asking them a few questions you know which sunless retail products you need to sell them in order for them to maximize their tanning results. This not only increases your per person sales average, but you create a more satisfied customer.
2. Do your research. Today’s consumer is more educated than ever. They are not only researching the company that makes the products you sell, but they’re also reviewing product claims. If you try to sell an educated consumer an “organic” lotion that isn’t truly organic, you have discredited your salon and lost on sales. Before offering any sunless product, do your research and ensure the product claims are accurate.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.