As the cold, long nights of winter linger on for the next few months, we are reminded why so many people enjoy indoor tanning. When we close our eyes, that warm embrace of light elicits the smile we save for the first warm day or spring or a coveted day at the beach. For so many consumers, tanning isn’t about the tan at all: It allows them that sunny smile during winter’s darkest days.

That makes sense — much of the world is back to embracing sunlight. But as the tanning industry’s political opponents have polluted the industry’s reputation incorrectly claiming that sunbeds use a different kind of of light altogether — the public hasn’t extended its rekindled interest in sunshine to sunbeds, even though most sunbeds are similar in overall output to natural sunlight.

When Mat Rockey and Doug McNabb of Fabutan Sun Tan Studios joined with industry leaders to discuss this issue, it became clear that they key to moving forward was bridging the gap between sunshine and sunbeds.

Although the industry has been defined by its opponents in the past, much of the negative messaging has been attached to one word: tanning. This word was confusing their messaging, so Fabutan decided to eliminate the obstacle by eliminating the word. As the brand transitions from previous owner Doug McNabb to new owner Mat Rockey, it also transition into the role of “sunshine provider.” Their new communications strategy entails the most intensive transition of its kind, and is already beginning to bridge that gap in their markets.

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