October brings many great things – football, cool weather, Halloween and one of our tanning industry favorites – the new product launch!
At this time of year, I tend to see salon operators getting excited about the new products, and ordering them without evaluating what to get rid of first. This can result in over-cluttered shelves. So, how much is TOO much? How many of each product should I offer? These are the questions I get asked very often all over the country. What’s the right number of products and when do I bring them in? What are the correct price points? This month, we’ll discuss what I’ve found to be the best approach to bringing in new products without abandoning your top-sellers.
Pick a brand. Whether it’s my brand or another lotion manufacturer, find a product line that you like not only for the results and its aesthetics, but also for the people on their team with whom you do business. Many companies employ talented trainers who offer online and in-store support, as well as help in choosing which of their products are the best fit for your salon’s demographics.
Know your market. Every market, every town, every salon has different clientele. Make sure your product mix fits the needs and price range for the age, gender and tanning goal of each potential tanner.
“The Rule of 3.” I believe that you should have three tanning product options at every price point. If your low end is $30, you need three SKUs in the $30 range: generally speaking – a bronzer and an accelerator, as well as a natural bronzer or unisex product. I recommend jumping up $15 from your lowest price point each time. So, the next three products would be in the $45 range, next three in the $60 range, and so on.
The perfect number of products to carry may differ in different regions; but, what I’ve seen work best is about 15-18 tanning lotions and 3-6 after-care options.
Specialty Products – You generally need a couple options, which are your tingles, hypoallergenic, and male-targeted lotions can fit in this category. If your salon has a low number of male tanners, this is probably where you’d put a “manly” product. If your salon is near a gym or has more male tanners (above 30%) you may need options at different price points.
After Care – We know it’s not every day that your tanners will buy new lotion, which is why you need other purchase options! Tan-extending moisturizers, body washes, bronzing powders, sunless maintenance items, etc. – if you carry a variety of these products, make sure you have different price points, as well as some female- and male-related options.
So, what does this look like? Here is an easy-to-follow guide to help you pick a winning product mix:
With hundreds of new products launching next month, it’s a great time to reevaluate your shelves. Identify the slow-movers, which price points or product types you were lacking, or a category that needs a boost. Then, seek replacements in the new releases. Need help in this department? Reach out to your distributor partner or lotion manufacturer representative.
Happy Lotion Shopping!
is Devoted Creations’ National Sales Trainer & Educator. With ten years of industry experience, she works directly with the company’s distribution & salon partners to improve product knowledge & sales.
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