A great tan takes time to build, so it makes sense to look after it.
As we move out of summer and into autumn, keeping skin well moisturised becomes even more important. Cooler weather, central heating and the change in season can all leave skin feeling drier – and dry skin simply doesn't tan as well.
For clients continuing with their regular tanning sessions, that matters. If their skin becomes dry and dehydrated, they may start to find it harder to achieve the same results they're used to. Regular moisturising helps keep skin soft, smooth and hydrated, giving their tan the best possible chance to look its best.
That’s where good aftercare comes in.
We spend plenty of time talking to clients about choosing the right lotion before they tan, but what they use between sessions matters too. A good moisturiser or specialist aftercare product should be part of their tanning routine, helping them look after both their skin and the colour they've worked to achieve.
And here's the other thing – many of your clients are already buying a moisturiser somewhere.
They'll be picking it up in the supermarket, ordering it online or buying it from another beauty retailer. If they're already spending the money, why shouldn't some of that spend be going through your till?
You already have the customer in front of you, you know they care about their tan and you have a genuine reason to recommend the right product. Aftercare doesn't need a hard sell. A simple chat about what they're currently using at home can be enough to introduce a product they might otherwise have bought somewhere else.
It also gives you something relevant to recommend to established clients who may already have their favourite tanning lotion. They might not need another accelerator every visit, but a moisturiser is something they'll use regularly at home and need to replace.
So as the seasons change, don't just help clients build a great tan. Help them look after it too.
They've built the tan. Now it's time to look after it.