As winter descends upon us, thoughts turn to holidays, social events and parties — moments when everyone wants to look and feel their best. This is also the time of year when summer tans are long gone, but the desire for a healthy summer glow is much needed.

So, if the desire for a glow is so strong, why aren’t a larger number of people spray tanning more often? Market research has shown that the main reason spray tanning is event driven is the cost — it’s just too high.

By and large, people are very pleased with their spay tan and the experience; however, at $40 or higher, it’s viewed as an indulgence reserved for special occasions, rather than a routine part of a beauty regimen.

So how can these “event tanners” turn into “permanent” tanner?

In the research we’ve conducted with salons and actual spray tanners, there are easy wants to get event tanners to come back.

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