According to the American Cancer Society, cancer of the skin is by far the most common of all cancers. Melanoma accounts for only about 1 percent of skin cancers but causes a large majority of skin cancer deaths. What’s more, it’s estimated that about 97,610 new melanomas will be diagnosed in 2023. When it comes to preventing skin cancer, applying sunscreen throughout each day year-round is an effective solution, but it doesn’t give skin that healthy-looking glow so many people desire. Achieving a radiant appearance without exposing skin to the damaging rays of the sun is why sunless tanning continues to be a fast-growing segment in the beauty industry. “People want to be tan without the risk of skin cancer and premature aging of the skin,” says Veronique Munro, founder and CEO of Infinity Sun and Sunless Labs & Co. “We have come a long way in the sunless tanning industry, so not only can we create natural-looking tans that are not orange or streaky, but we can contour the face and body, while delivering skin-enhancing ingredients that improve the condition of the skin.”
Sunless Solutions
We asked our experts for advice on how to make your sunless tanning business shine, and here’s what they had to say.
Q: What is an effective way to gain loyal sunless tanning clients?
A: “Any business offering sunless tanning must offer a VIP membership to attract new and regular business,” says Veronique Munro, founder and CEO of Infinity Sun and Sunless Labs & Co. “Rather than competing on price, add value. For example, if you offer pH-balancing, anti-aging, or finishing powders as upgrades, it can add up to a $40 value to a monthly package, making it almost impossible for a regular spray tanner to resist.”
Q: What is your best advice for new spray tanning professionals?
A: “If new to spray tanning, make sure to spray a number of people with different skin types and assess the color 24 and 48 hours afterward,” says Kylie Rumball, owner of SunFX. “This will provide you with the best feedback on both your technique and a clear understanding of the color achieved, remembering that the cosmetic bronzer in the solution isn’t the final color.”
Q: What are your top tips that professionals can provide to their clients prior to their sunless tanning service?
A: “We recommend that clients exfoliate, shave, and/or wax 24 to 48 hours before the spray tan appointment; and schedule any cosmetic appointments, such as manicures or pedicures, at least 24 hours before the tan so that the tan does not fade prematurely,” says Ann Weinberger, vice president of marketing at Sunless, Inc. “Clients should be sure to arrive at the appointment with clean skin and avoid applying moisturizer, deodorant, perfume, or makeup, as a blank canvas is the best base for a spray tan application. It’s recommended to wear dark, loose-fitting clothing to the appointment, and if rain or snow is in the forecast, bring an umbrella. Also, after receiving a sunless tan, use a moisturizer that is also a self-tanner, which will not only hydrate the skin, but will help to extend the life of the tan even longer.”
Glow For It
Jacqueline Segal, director and owner of AusBeauty Canada, distributors of Mother of Tan, offers marketing and promotional ideas for spas looking to attract sunless-tanning clients during colder months of the year.
Highlight the Benefits: Emphasize the advantages of getting a sunless tan during the colder months, such as maintaining a healthy glow, looking vibrant and sun-kissed even when it’s not beach season, and boosting confidence during winter events.
Offer Seasonal Specials: Create special packages or discounts specifically tailored for the winter and spring months. For example, offer a Winter Glow package that includes a sunless tan along with other complementary services, like moisturizing treatments.
Educate Clients: Share educational content on your spa’s website, social media platforms, and newsletters that explain the benefits and proper application techniques of sunless tanning. This can help dispel myths and misconceptions, making people more willing to try the service.
Post Before-and-After Testimonials: Encourage satisfied customers to share their before-and-after photos or testimonials. This social proof can be powerful in showcasing the positive results of sunless tanning and encouraging others to give it a try.
Host Events and Workshops: Organize special events or workshops focused on sunless tanning during the winter and spring months. Offer demonstrations, expert tips, and interactive sessions where attendees can learn more about sunless tanning and try it themselves.”
Inside Insight
Discover some of the hottest ingredients found in sunless tanning products today.
Argireline: Argireline helps to reduce expression lines and wrinkles.
Hyaluronic Acid: Hyaluronic acid helps to plump and increase the level of moisture on the skin.
Jojoba Oil: Jojoba oil helps toplump the skin, hide fine lines, and boost natural moisturizing properties of the skin.
Vitamin C: Vitamin C works to stimulate collagen and tighten and smooth the skin.
Vitamin E: Vitamin E helps block free radicals from the skin to reduce wrinkles.
Bronze Buzz
Help clients achieve a healthy glow with sunless tanning products from these companies.
Body Drench
www.aiibeauty.com
Coola
www.coola.com
Evolv
www.evolvtan.com
Fake Bake
www.fakebake.com
Fantasy Tan
www.fantasytan.com
Infinity Sun
www.infinitysun.com
Mother of Tan
www.motheroftan.com
Mystic Tan
www.sunlessinc.com
Norvell
www.sunlessinc.com
Sjolie
www.sjoliespraytan.com
South Seas Skin Care
www.southseasskincare.com
St. Tropez
us.sttropeztan.com
VersaSpa
www.sunlessinc.com
Vita Liberata
www.vitaliberata.com