By July, many clients have built a good base tan. They’re tanning regularly, enjoying the results and coming back each week. But one thing often hasn’t changed – the lotion they’re using.
This presents one of the easiest retail opportunities in the salon. Clients who started the season with a beginner lotion are often ready for something more. They’ve invested time building their tan, so now is the perfect opportunity to introduce them to a premium lotion that can help them achieve even better results.
Most clients don’t just want a tan – they want the best tan they can achieve. Premium lotions are designed to deliver exactly that, with higher quality ingredients, better moisturisation and more advanced tanning technologies. It’s a natural progression for regular tanners who are looking to take their results to the next level.
Another opportunity at this time of year is the holiday season. Many clients are packing for a week in the sun, making it the perfect time to remind them that many professional tanning lotions can be used both indoors and outdoors. A quality lotion, such as Outer Dark or Go To Black, can go from the sunbed to the sun lounger, helping keep skin moisturised while maintaining the results they’ve worked hard to achieve.
Premium lotions don’t just benefit the client – they benefit your business too. They increase average transaction values, encourage bottle sales over repeat sachet purchases and give your team another reason to start a conversation at reception. More importantly, they help position your salon as the place to go for expert advice, not just tanning sessions.
Take a look at your regular clients over the coming weeks. If they’re still using the same beginner lotion they bought at the start of the season, now could be the perfect time to Level Up The Lotion. Better results for your clients, stronger retail sales for your salon – everyone wins.