When implemented correctly, spray-tanning can generate over $100,000 in revenue in a room as small as 4’ x 5’ x 8’.
You’ve got yourself a spray-tan system … now what?
As with any new product or service you introduce, how you implement it will determine whether or not it succeeds. Spray-tanning is no exception. It’s a multi-million dollar industry for good reason: many people are concerned about the aging effects of UV, yet still prefer to keep a healthy and radiant glow – the kind that a spray-tan provides. Let’s face it: who doesn’t want to look healthy, toned and be the most attractive version of themselves possible?
With advancements in technology and high-quality solutions, results are more natural-looking, last longer and fade more evenly. Undesirable experiences of “yester-spray” have been replaced with quick-drying, odorless solutions enriched with organic, natural and nourishing ingredients. The only thing that stands between you and a happily tanned salon guest is your staff’s ability to communicate this information.
For all these reasons and many more, the education of your team and the public must be tackled both internally and externally.
The most important thing you can do is communicate your excitement about spray-tans to your team. It is essential to educate and inform all staff from the receptionist to the esthetician, i.e. those selling the service and providing it, so that they may pass the knowledge on to those you hope will be experiencing the service. Encourage staff to “wear the tan” – it will prompt your guests to ask about it.
Offering salon guests a complimentary face-spray so they can see the color is always a hit! When they see how natural and dewy their skin looks after a “radiant spritz,” they’ll be in a hurry to get the rest of their body done on the spot! If not, it’s an almost surefire way to book a spray appointment, at very least.
Keep a printed menu of services at the reception desk, including all options such as anti-aging and body-shimmer treatments, and package deals that show a cost savings and value-added benefits. Create a rack card or other handout with this information, along with what to expect before, during and after a treatment.
Make posters visible on the walls in the reception area and the spray-tanning room. These can be “before and after” photos or beautifully branded posters from your sunless product provider. Hang a flat screen TV in the lobby to play a stylish “sizzle reel” video demonstrating the service. This will prompt your guests to ask about it.
Most spray-tan companies offer promotional images you can use on your website, social media and email blasts. Utilizing fresh content from your sunless company and daily updates on their Facebook, Twitter and Instagram accounts, you can attract new business with very little cost and effort just by sharing their messages! Additionally, you can create your own social media content to share. Go to a local gym and offer to spray-tan their members (in front of people) for free on a Saturday. Take lots of pictures and videos showing before and after results, and get them to Tweet/Instagram/Facebook it!
Spray-tanning is a very lucrative business. When implemented correctly, it can generate over $100,000 in revenue in a room as small as 4’ x 5’ x 8’. By getting your staff to buy in, letting people know you offer the service and ensuring they have a great experience, you will not only create a loyal customer base with repeat business, but also grow your business as a whole.
Infinity Sun Founder/CEO, Veronique Munro, is considered a pioneer in the sunless tanning industry. She was given the name “Queen of
Sunless” by Bravo TV and “Celebrity Spray-Tanner” as she introduced sunless tanning to many Hollywood stars. Munro actively consults as a sunless expert with magazines including Allure, Glamour, Lucky, Vanity Fair and Self, as well as the hit TV shows Glee, Sunset Tan, Millionaire Matchmaker, Dr. 90210 and Entourage, among others.
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