When sunless tanning first came to be, the reality was limited, but the potential seemed endless. In the last five years alone, we’ve seen it evolve dramatically and to the benefit of the consumer and the bottom line.

In an evolution that’s in some ways parallel to that of UV tanning, sunless equipment has adopted the best of technology, friendly engineering, and trends from the spa and beauty industries to create the amazing variety of services available today. The days of fake, orangey tans are over, and the transition into flawless color and skin care is well underway.

The evolution of sunless tanning into a premiere, luxurious service means a lot for tanning salons across the country, but not everyone has fully embraced the new strategy for success. Instead of leaning on a “buy it, and they will come” attitude, the most successful salons are bringing sunless to the forefront, making it a true and equal partner in their business.

“We have the opportunity to really expand this part of the business,” says Josh Malloch, sunless sales representative for California Tan. “Where salons were once doing only five to ten percent of their business in sunless, it’s not much easier for sunless to become 25 percent of the business if you’re doing the right things.”

Show your community that you are a tanning expert through your professionalism and commitment to excellence in all forms of tanning – including sunless. As the fastest growing segment of our industry, it’s time to step up our sunless game and fully realize the potential we saw from the beginning.

To help, we contacted some respected sunless leaders to share the do’s and don’ts of portraying your salon as sunless tanning experts.

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