smart Tan Magazine is the leading source of information for indoor tanning salons, covering everything from the newest tanning technology, Vitamin D and the lastes tanning lotions to detailed ways to improve your salon's success.
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SUNLESS "People will call every day to ask if you can give them a spray tan. If you say no, they hang up and walk down the street. You could have educated them about sunless and UV and made them your customer," says Norvell. As the preferences of our clients and the landscape of our industry changes, sun- less becomes a no-brainer service that maintains relationships and improves credibility. Sunless Strategies While there is no right or wrong way to implement sunless, it does seem that large and small to mid-size salons use the service in different ways that reflect their unique strengths and challenges. Because they have so many stores and employees, larger salons must make big- ger investments in spray tanning. Despite having many resources, it can be difficult to reallocate them in a way that allows staff to provide the individual attention airbrushing can require. That's why a lot of these chains rely on automated booths to minimize the strain on staff and justify the price tag with a wider consumer base. Recently, it has become more common for larger salons to accommodate to this growth in sunless customers by incorpo- rating additional booths: "Larger chains are incorporating more than one sunless machine. Now, they pay for themselves in a couple months," says Vanessa Staffa, director of operations at Beach Bum Tanning in New York. This approach relies on sheer volume and demand. Smaller and mid-size salons take a more conservative approach. Because many of them are cost-conscious, they begin by offering airbrushing. Functioning in a boutique capacity, these salons can offer a more personalized experience through educated technicians. As they gain their footing, many of them add an automated booth to the repertoire for the sake of appealing to a broader clientele with- out sacrificing the option for something more one-on-one. This approach allows 77 SMART TAN MAGAZINE [ SmartTan.com smaller salons to gain market share by asserting their artistry and expertise. The manner in which many salons market their sunless is a huge determin- ing factor in the success of the service. "Advertising in magazines and mailers feature [photos of sunbeds] and scare people off that don't normally come in. Smaller salons market sunless all by itself," says Brandon Cardinal, vice president of sales and marketing at Norvell. The prac- tice of separating sunless offerings from UV ads allows readers to approach the topic of tanning in a different way and is more likely to attract those people who would have never walked into a salon. Consider how different equipment, ser- vices and demands affect what your salon should offer. Figure out what func- tion it will have in your business and what kind of demand there is in your area. Upgrading Equipment For salons that are already seasoned as far as sunless is concerned, many of you may be wondering whether it's time to retire some of the old equipment, solutions or products. And honestly, the answer isn't black and white. Of course, the latest sunless products come with significant advantages over older wares. Solutions provide more natural-looking color and moisturizing benefits that help it last longer. Equipment is smarter and configured for better, faster coverage. A lot of salons will find that the technology in new equipment can have a positive effect on their profit margins since they can accommodate more people in a day. "When many salon owners upgrade, we see their business increase dramatically. It drives more people in for UV," says Thomason. "It's a common theme; we see it time and time again. If the experience is not as good [in your old equipment], it could limit your success with sunless and your business as a whole." While new equipment can ease the strain on staff, updating is not absolutely