ist magazine April 2023
From the Publisher
Time for Reinvestment
Dear Readers, It’s here: the time of renewal, emerging from the cold (if you’re up north, like me) AND best of all, it’s the time when people who love to tan are embracing the season and getting ready for warmer weather! For over four decades, tanning facilities have been places where people go not only for a tan that makes them look great, but also to enjoy some much-needed warmth, relaxation and stress relief – and who can’t use more of all those things these days? During this peak time for the tanning business, I hope your team is equipped to offer your salon guests a superior tanning experience. What does that mean, you ask? It means that each member of your team is confident in their knowledge of the tanning process and how to meet every guest’s individual needs. It means they represent your business (you) and our industry in a professional manner. They have confidence in doing their job well, which gives them satisfaction. That confidence carries over to their ability to sell products that help people get better tanning results; better results means happy tanners – happy tanners means repeat business and new customer referrals … see what I did there? If all that sounds like something you need, or almost have but not quite, I suggest you check out Sun is Life ® Training & Certification! It’s always available online, it’s effective and engaging, super-affordable and instantly elevates your salon’s level of professionalism. You can start today – visit sunislife.com for all the details. From what I’ve been hearing, salon operators are looking to invest in their businesses again amid the challenges created by ongoing economic uncertainty. This is great news! If you’re among this group of entrepreneurs who are pursuing growth, know that IST is here to help. And as you turn the pages of this issue, take note of the companies that support our efforts through advertising. If you don’t already support them – the industry leaders – I urge you to do so. They make IST Magazine possible! One of our loyal supporters is JK Products & Services. In June, they will host another exciting “Experience JK” event in Orlando, FL (see back cover for details). You owe it to your business to invest in this opportunity for quality networking with industry experts and successful tanning professionals. Register now – I hope to see you there! Thanks for reading,
Publisher Vince Lorraine Editor In Chief Vince Lorraine Managing Editor Sherron Barden Assistant Editor Peter Hinterman Editorial Advisory Sherron Barden
Staff Writer Joe Schuster
Graphic Design Daria Akulova Hailey Worrell
Accounting/Circulation Kim Davis
Executive Terese Allen
Contributing Writers Grant Cardone Melissa Damiani Gary Lipman
Lisa Saavedra Leif Vasstrom
HOW TO REACH US 14165 FENTON RD., FENTON, MI 48430 810.230.1735
fax 810.230.1115 ist magazine.com
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April 2023 | Volume 27 | Issue 3
IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by IST Magazine, Inc., 14165 Fenton Rd., Fenton, MI 48430. Canadian Mail Agreement #41971515. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to IST Magazine , 14165 Fenton Rd., Fenton, MI 48430. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine , 14165 Fenton Rd., Fenton, MI 48430, phone 810.230.1735. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of the respective authors and not of IST Magazine . IST Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.
If there’s something you’d like to see in your IST, please email email@example.com. Vince Lorraine, Publisher
Copyright © 2023. All rights reserved. Printed in U.S.A.
Contents April 2023 Volume 27 • Issue 3
COLUMNS 6 From the Publisher 30 ASA News 32 Ergoline Focus 34 Lync IT
IN EVERY ISSUE 22 Product Showcase 62 IST Contributors 63 Distributor Contact
36 Monthly Motivation 38 Notes from the Road 40 Trending@DC 42 UK View
Cover image by Alena Ozerova / stock.adobe.com
Contents April 2023 Volume 27 • Issue 3
FEATURES 12 7 Questions with ... Emmett Stone Digital Marketing Manager Four Seasons 14 Salon of Distinction
44 Get All the Answers! with Sun is Life® Training 48 Don’t Get Distracted by Dazzle!
52 Preparing for a Possible Recession 54 3 Ways Women Are Taking Control of Their Finances
SunTouched Tanning Salon & Spa Ogden, UT
WI TH . . . 7
E MM E T T
S T O N E
DIGITAL MARKETING MANAGER FOUR SEASONS
noises. I find it incredibly difficult to tolerate the sounds of people eating, chewing, or smacking their lips. 5 WHAT IS YOUR FAVORITE CHILDHOOD MEMORY? There are so many. I can remember getting the very first Nintendo system for Christmas… Wow, I’m really showing my age. My mom is always quick to remind me that I made sure it came with the “shoot gun” (for duck hunter). 6 WHAT ARE YOUR HOBBIES? I love to hunt and fish with my friends and kids. There’s something truly special about being out in the wilderness, surrounded by natural beauty and the quiet hum of the world around you. Hunting and fishing allow me to connect with the world in a unique and mean ingful way, and to bond with others who share my love of the outdoors. These activities provide a sense of adventure and excitement that I find deeply fulfilling. I cherish the memories and experiences that come with these hobbies, and I look forward to many more in the years to come. 7 THEY’RE MAKING AN ACTION FIGURE OF YOU – WHAT TWO ACCESSORIES DOES IT COME WITH? A Bible and a Magic Mouse. Both of these items can be used to change the world. ■
I consider myself fortunate to have an exceptional team of young designers and creative individuals who share my passion for the field. One of my favorite things about my job is the opportunity to pour into people, and to help them grow and develop their skills. Whether it’s providing feed back on a design project, or offering career advice, I strive to be a positive influence on my team. Working with such talented individuals is truly a privilege, and I feel fulfilled knowing that I can contribute to their success. 3 AT A PARTY, WHERE CAN SOMEONE FIND YOU? At any social gathering or party, you can usually find me serving up re freshments or playing the role of host. I thrive on creating a welcoming and inviting atmosphere, and making sure that everyone is having a good time. As a natural extrovert, I tend to be at the center of attention, engag ing with guests and making sure that they feel included in the festivities. Whether it’s mixing cocktails, passing hors d’oeuvres, or simply striking up a conversation, I enjoy bringing people together and creating a sense of community. It’s always satisfying to see the smiles on people’s faces
1 HOW DID YOU END UP WORKING AT FOUR SEASONS? After a life-long career in public ser vice, I decided to retire and focus on my passion for entrepreneurship and creative arts. Marketing has always been an interest of mine, dating back to my childhood, and I continued to pursue it throughout my career. One day, I saw a job posting for a Digital Marketing Manager position at Four Seasons, and I decided to apply – the opportunity aligned with my passion. I feel fortunate to have been given a chance to continue pursuing my interests, and I’m excited to bring my experience and skills to my new position. 2 WHAT IS YOUR FAVORITE THING ABOUT YOUR JOB? As a professional in the creative arts
and know that I contributed to a memorable and enjoyable event.
4 WHAT IS ONE OF YOUR PET PEEVES?
and design industry, I find joy in guiding and mentoring others.
It’s something that may seem minor, but has always bothered me: mouth
April 2023 istmagazine.com
Salon of Distinction
(L-R) Salon Co-Owners Rebecca Stoddard & Felicia Harris plan to add more wellness services to their menu and hope to open a second location.
Sun Touched TANNING and SPA By Joe Schuster I ncredible landscapes. World renowned “Wasatch Powder” (skiing, of course). The Sundance Film Festival, pastrami burgers at the Iceberg Drive Inn, and The Utes. Yep, welcome to Utah – truly an outdoor paradise! I’ve had the pleasure of cutting fresh tracks at 10,000 feet above sea level, surveying this amazing part of the U.S. (Okay, maybe a few years back, but an indelible memory for sure.) So, let me introduce Rebecca Stoddard, Co-Owner of SunTouched Tanning Salon and Spa from North Ogden, UT. We recently chatted for a bit about what makes the business“tick.” Read on!
Salon Stats CO-OWNERS • Felicia Harris
SUNLESS UNITS: 1 OTHER SERVICES • Red-light Sessions • Teeth-whitening • Massage • Eyelash Extensions
LOTIONS • Devoted Creations • Designer Skin • Tan Asz U • Tan Inc., Hempz SALON SOFTWARE • TanTrack by Nichesoft
DISTRIBUTOR PARTNERS • Four Seasons • Tan International WEBSITE • suntouchedsalon.com
• Rebecca Stoddard YEARS IN BUSINESS: 2 STAFF : 8 UV TANNING UNITS: 8
(L-R) Team SunTouched includes Co-Owner Rebecca Stoddard, Kristina Mosher, Caitlin Nance, Emma Reese, Co-Owner Felicia Harris. (Not pictured: Elli Herrick, Oakley Woodland)
When it comes to cleaning proto cols, how would you describe your “attention to detail?” RS: We have a heavy focus on sanitization and cleaning – we often get praise from our guests for the overall cleanliness of our salon. Our very strict cleaning and maintenance schedule helps us to continue delivering the best tanning and spa experience. IST: I had the pleasure of guiding you through our Sun is Life classroom course last fall. What insights can you share about the training, how it was taught and the importance of salon operator certification? RS: Joe, as new salon owners, we have been trying to expand our industry knowledge. The Sun is Life course gave us so much information about the fundamentals of ß
aged 18-35. What is the makeup of your clientele? RS: Our demographics run a little differ ent, with about 65% female and 35% male, and a slightly older group ages 30-55. IST: You bought an existing salon – did you immediately update it with your vision? RS: While the salon was in pretty good working order, there were changes we wanted to make. We have started updating some of the tanning beds, as well, and as we extend into a spa atmosphere, we are growing and bettering our service menu. IST: Since the early days of tanning salons, it’s been the cleanest ones that thrive. During our Sun is Life classroom course, sanitization standards are covered at length.
IST: Rebecca,thanks for taking some time out of your busy day for this interview. Over the last several years, I’ve seen a wave of new sa lon owners come into the industry. Many get their start by purchasing an existing salon, others see it as a great business investment and build from the ground up. Some do it as a solo project, some have a partner. How did you get your start? RS: We opened a beauty salon in 2020 and originally wanted to include tanning on the service menu. Instead, we stum bled upon the opportunity to purchase a local tanning salon and decided to pursue both businesses separately. It was a great move for us! IST: I’m always interested in salon demographics. Historically, the ma jority of indoor tanners are females
Salon of Distinction
tanning, which we were able to then share with our team and train them. This has improved our professionalism, and has led to our guests feeling empowered to make informed tanning decisions. We also learned many ways we could improve our policies and procedures to be better protected against liabilities. Thanks for leading such a great course! IST: When it comes to consumer decisions about where to spend their discretionary income, customer service plays a huge role. In our Sun is Life class, salon operations are covered, including ways to resolve issues with a dissatisfied tanner. I have asked this question of several “Sun is Life has led to our guests feeling empowered to make informed tanning decisions.” - Rebecca Stoddard
Salon of Distinction operators: Give me an example of a “testy guest” situation (no names, please!) and how you resolved it. RS: We really have great customers and strive to keep them happy, tan and satisfied. When we have the occasional dissatisfied guest, our staff follows the guidelines we have put in place such as listening to the complaint, learning what their needs are and helping them the best they can. If the team member can’t resolve the issue, management will step in and care for the guest. For example, if a guest has reached a plateau in their tanning journey, we would further educate them on how the UV light works in the bed
they are using, and explain how switching beds or even lotions can help them get past that plateau. IST: Time for the wrap-up. What are the 3-5 year goals for SunTouched? RS: We want to bring in more wellness service options such as infrared sauna, cryotherapy and compression treatments. We are also working toward growing our monthly memberships and overall sales. We would love to open a second location! Well Rebecca, it seems that you and your team are heading in the right direc tion for that expansion plan. Best of luck on the journey! n
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ASA Continues Effective Government Relations Efforts
THE American Suntanning Association is staying ahead of attempts to over-regulate professional indoor tanning facilities at the state and federal level in 2023. Efforts to keep under-21-year-old people from using sunbeds in professional salons have been introduced in New York State, with anti-sun groups in California looking at the same. An under-18 bill in Ohio has been reintroduced once again as well, while other states continue to look at finding ways to restrict access to profes sional tanning facilities. And, more than ever, ASA’s promotion and defense of the market with policymak ers is founded in constructive dialogue that positions tanning professionals as part of the solution in real-world sun care. In all 11 state legislative issues raised in 2022, the ASA came out on the winning side without a defeat, using science to convince legislators that our approach to sunburn prevention and parental consent for tanners is the best way to address sun care issues. ASA is 25-0 in state capital issues in the past two years. Many of these issues involved proposed under-18 or even under-21 age restrictions for usage of a professional sunbed facility. In many cases, ASA convinced would-be bill sponsors not to even introduce bills after seeing the science that does not support that approach. Some of our victories involved tax bills and other issues. In Washington D.C., ASA has con tinued to show federal regulators and legislators how today’s sunlamp retailers are solution-oriented and how sunburn
prevention – not sun avoidance – is the key to future sun care policies. Since 2013, ASA has blazed a common approach of putting the industry’s positions in constructive, scientifically supported terms. That posi tive approach has paid dividends. Since 2013, ASA has convinced state legislatures 144 times that our positions make sense – continuing to win when we have the opportunity to lay out the unintended consequences of anti-salon legislation.
The case for real-world sun-care solutions continues to grow stronger, as sunburn among non-tanners continues to be more and more prevalent, and re search supporting regular, non-burning UV exposure is becoming more and more accepted. “The latest government data shows that 19 out of 20 sunburns today occur in situations when an individual was not even attempting to suntan,” Levy said. “The data support
“The best way to keep legislation from getting any trac tion is to re-dedicate your tanning business to profes sional practices, sunburn prevention and to be worthy of the path that is being blazed for the tanning market of tomorrow.” Joseph Levy, ASA
ASA Executive Director & Director of Scientific Affairs, Joseph Levy, worked with ASA counsel in New York to successfully prevent those bills from moving in 2021-22. “This has our full attention,” Levy said. “We have committed resources to not only fight this, but to make sure leaders in the New York legislature fully understand why this bill would be a mistake. Proponents are trying to suggest that this issue is similar to tobacco. Eighteen states have raised the legal age for smoking to 21. But UV exposure – from the sun or from a sunbed – is not tobacco. It is qualitatively and quantitatively deceptive to make that comparison, and may actually unintention ally harm effective sun-care efforts.”
ing our positions continues to grow stronger. We have continued to put our case in a proper context, and continue to demonstrate that professional indoor tanning facilities have a scientifically supported position. “The best way to keep legislation from getting any traction is to re-dedicate your tanning business to professional practices, sunburn prevention and to be worthy of the path that is being blazed for the tanning market of tomorrow,” Levy said. “And get involved with ASA. We need your support.” n To join ASA today, visit AmericanSuntanning.org/register.
About the ASA Founded in 2012, the American Suntanning Association is committed to defending and growing the industry through a detailed and proactive plan directed by an all-salon board and executed by more than two dozen management and consulting team members who specialize in this type of work.
Let’s Talk About JK Shop! with Terah Shear Lamp & Lotions Sales Account Manager, JK Light
with as much melanin in their skin as they will ever have and depending on individual skin type, some people just won’t ever get darker and may need to use lotions that contain DHA and cosmetic color, or a sunless product to get them to their desired level of color. And as always, make sure to maintain the lamps in your tanning systems! How can salons purchase from JK Shop? Visit JK-Light@jkamerica.com or call 877.786.5267 n We are more than just lamps – every thing from lamps, starters and décor lighting to lotions, moisturizers and sunless products. We have what you need!
are available now. Salon operators can keep following us on social media for the latest additions and news! What are salon customers excited about? Our customers love our NEW prod ucts! The opportunities to sell and have access to MRI tanning and skincare products is great. In JK Shop, we under stand that competitive pricing options are critical in today’s market, so we’ve got some of the best lamp prices around to give value back to your business. What are the HOT products that all the salon operators are purchasing? All of the Devoted Creations 2023 products are in high demand. Top sell ers include CEglOw, Sunshine Super Star™ and Beyond the Beach™. What is the most-asked question you get from JK Shop customers? Salon owners often tell me about tan ners who have reached a plateau in their results and they need a product recom mendation. Not only do tanners need to switch up their lotions once in a while, but they also need to switch up tanning systems. If they’ve been consistently using a Level-1 bed, they need to bump up a few levels and try a new product. A good plateau-breaker lotion is Prismati ca™ by Devoted Creations. Tanners also need to moisturize daily – we know that hydrated skin absorbs UV light better. These things will help, but salon owners need to remember that everyone is born
What is JK Shop and where can I find more information? JK Shop is your one-stop shop for all things tanning and wellness. We are more than just lamps – everything from lamps, starters and décor lighting to lotions, moisturizers and sunless products. We have what you need! What sets JK Shop apart? Our lamp pricing is more competitive than ever. You can just give us a call for a price consultation! What is your favorite product & how often do you use it? I have been in LOVE with BoTan from the clinical strength line by Ver saSpa. It’s “botox in a bottle” and I love the glow I get, as well as how moistur ized it makes my face feel. I use it every day and I have been watching my pores get smaller and my fine lines disappear! I have also been using the CEglOw™ tanning lotion from Devoted Creations’ 2023 Color Rush collection twice a week when I tan in the Ergoline TLT system. The combination of light from the TLT and the high-end skincare ingredients in the CEglOw has made a noticeable difference in my skin’s softness. My co-workers have noticed my glowing, healthy skin and so have my friends! What is new on JK Shop? We have added so many new prod ucts so far in 2023 and have more on the way. Sun Evolutions, Seven Suns, Sun less, Inc. and MR International products
It’s All About the Numbers
By Melissa Damiani
To say that having essential busi ness metrics readily available is crucial is a huge understate ment. Our world seems to be ever-changing right now, but one thing is constant – with the right tools, all facets of your organiza tion are measurable and when this data is analyzed, you will be empowered to make informed decisions as they relate to your business performance. Are you unsure of how to record and organize your data into a meaningful format? If you are using a first-rate salon software management program, then there’s no need to worry! Let the program do the heavy lifting for you, so that you can spend time analyzing your data instead of expending valuable resources on collecting and shaping it into a useful form. Although qualitative data has its purpose and can be helpful, it can also mislead you on the true performance of your business. Sure, it may seem like that radio advertisement you ran last month brought several new customers through your door; but without viewing objective quantita tive data, how can you be certain? After reviewing a report that provides analysis of new customers, you may find that you actually gained a higher percentage of new clientele through the customer referral program you launched (at minimal cost, as you rewarded existing customers for their referrals by automatically applying points on their accounts to be used toward future retail purchases). Having properly formatted data readily available will allow you to rule out the human bias factor. The capability of obtaining a variety of business metrics with ease is imperative so
Your software should provide you with the ability to conveniently generate an annual comparative analysis so that you can evaluate whether changes are needed in your business model.
that you can spend time on determining what that data means and draw conclu sions relating to the performance of your organization. For example, is the average revenue per customer higher at one of your salons in comparison to another? Perhaps this correlates with the differences in your equipment mix at each one? Having infor mation available in a visible format might just prompt you to make a change that will yield successful results! Do you regularly review the progress of your EFT membership program? Doing so might provide some meaningful insights, or lead you to re-evaluate things such as the member benefits you offer. For example, are your higher-level EFT memberships being retained longer on average than your base-level membership? Maybe this is a re sult of not including automatic product dis counts at the base level or because you don’t allow customers to freeze their membership at this level? Possessing this knowledge just might prompt you to fine tune your EFT membership rules and parameters. Thinking of adding some new equip ment at one of your salons following a recent expansion that created some additional space? Instead of guessing what types of equipment you should purchase, why not run a report that generates info on the sessions per equipment type that will also break the information down per hour? Not only will you be able to
accurately assess when deciding on what types of units you should add, you will also be able to determine whether addi tional staff will be needed during certain times of the day in order to efficiently accommodate the additional guests. Analyzing patterns and trends from one year to the next is also vital in understand ing the overall situation of your business, especially when experiencing unprecedent ed events like we have over the last year. Your software program should provide you with the ability to conveniently generate an annual comparative analysis so that you can evaluate whether or not changes are needed in your business model. The root of your success stems from your dedication, hard work and perseverance – consistent examination of your business metrics will provide you with the knowledge and power that will promote continued growth and prosperity regardless of the types of challenges we might face! n
About the Author: Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002,
Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon manage ment software solutions that are designed to enable measurable growth within its users’ ever-evolving business models. Call Melissa at 866.SUNLYNC x3 or email firstname.lastname@example.org.
SergeyBitos / stock.adobe.com
How Much Money is Enough? By Grant Cardone
E ver since I started making some real cash, people have been asking me, “Grant, how much money is enough?” Well, I gave it some thought recently and I think I finally came up with a decent answer to the question – by my definition, anyway. First of all, if you’re one of the people asking me this question, then you don’t have enough money. If you had enough, you wouldn’t be constantly crunching numbers in your head all day. The situ ation would be resolved in your mind, and you’d go about your business. Nonetheless, that is not the definition of “enough money” I am going to share with you. This concept is more signifi cant and as such, it should get the time and attention it deserves, which I will give it here. That being said, this is my criteria for determining when you’ve accumulated a level of wealth that you can consider to be enough: “Enough Money” is defined by the range of help it allows you to give others. Even those who say “money is everything” will agree with the point I’m going to make here. Because while cash may not be the most important thing in life, it does buy all the things we need. With that point in mind, I define “enough money” as having capital in
abundance that allows you to take care of yourself and everyone you care about in your life. This includes people far beyond your immediate family members and friends. I’m talking about people you’ve forgotten about or hadn’t consid ered before, such as: • Former mentors and teachers, • Friends from decades ago, and • Any person you were moved to help, whether you knew them or not. I define “enough money” as having capital in abundance that allows you to take care of yourself and everyone you care about in your life.
However, I don’t do anything in a small way, so I want to put a bigger goal out there for you to consider. I’m going to take this definition another step further. Not only would “enough money” be an amount adequate to support all of these people, but you would also be able to do so well beyond your time here on earth. Only then do you have enough money. In my opinion, this is the definition that matters and the one I strive for in my life. Luxury cars, private jets and fancy watches are great, but they aren’t what drives me. I’m hustling so I can make a differ ence for the people I love and for others long after I’m gone. I encourage you to take on this mis sion with me. Because once you think this way about what it means to have “enough money” ... your whole life is going to change. n
About the Author: Grant Cardone is a New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influenc ers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC,
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and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his fol lowers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.
Notes from the Road
Use Your Influence to Find Influencers By Lisa Saavedra
U nless you live under a rock, you’ve heard the term “in fluencer.” When we think of influencers, we typically think of people on social media with a ton of followers who get paid to promote a brand. That is mostly true; but let’s dive deeper into the ways you can utilize local influenc ers to grow and bring awareness to your business brand. Influencing Facts • 72% of Gen Z and Millennials follow social media influencers! • 33% of Gen-Zers have bought a product based on an influencer’s recommendation in the past 90 days. • 50% of Millennials trust an influencer’s product recommendations, compared to 38% for celebrity recommendations. For the most part, influencers fall into one of three categories; macro, micro and nano. A macro-influencer is essentially one step from celebrity and mega-influ encer status. They have anywhere from 100,000 to one million followers and a huge online presence. They tend to charge big money for social media posts because of their large – and usually global – reach. Micro-influencers are the ones I encourage you to work with. They typi cally have 1,000 - 100,000 followers and focus their posts on a niche category. For example, a micro-influencer who loves beauty will post all about makeup, skincare, hair products, etc., while one who loves to cook will post recipes, images of dishes they prepare and more. A nano-influencer typically has a low number of followers, but there is still val ue in utilizing one. They can create great
visual content for use on your social and advertising materials. You can display a counter sign that says something like “Check in on social and be entered to win a free ____!” and have a weekly prize-drawing. Change it up next week: “Post a selfie with your favorite lotion and tag us for a chance to win____!” How can a tanning salon utilize influencer marketing? First, you need to identify key influencers in your area – this is as easy as searching location-rel ative hashtags on Instagram or TikTok. Devoted Creations is located in the Tampa Bay, FL area, so if I wanted to find potential local tanning influencers, Although we tend to think of influencers as people with a zillion followers who get paid well to post, we can scale this down and use it to our benefit on the salon level. I would search hashtags like #Tampa Bay #Tampa #TampaGirl #TampaLife. You could dial that in even further. Let’s say you are near a college, like the University of South Florida. You could search #USF #USFgirls #USFsororities #USFlife #USFBulls – from here, it will find people with public profiles who have posted using those hashtags. Check out their profiles. Do they have a decent follower count? Do they post
often and have good engagement? If the answers are “yes”, reach out! Message them and offer a free month of tanning in exchange for X number of social posts or story mentions. Local brand ambassadors are a great way to gain traction with consumers who may not know about you and your services. Another great search word is “Moms.” Moms love self-care (and are very deserving of it!) and our industry is all about self-care. Search #TampaMom, #MomsofTampa, etc. Offer the same things – free services and even product discounts in exchange for posts. Even if they don’t reach a ton of people, you still get fantastic user-generated content you can post on your own social pages to promote your business. Now, let’s think about current clientele. Do they have good social engagement? Offer them nice product discounts or extra free services in ex change for posts. They already use and enjoy your services, so let them tell their social followers how awesome you are! Although we tend to think of influ encers as people with a zillion followers who get paid well to post, we can scale this down and use it to our benefit on the salon level. Exchanging services for content will help you reach a new audience, as well as create a constant flow of user-generated content which is essential to not only increasing your brand awareness, but also attracting new clientele. n
About the Author: As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales
training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times.
Mix and Match Studio / stock.adobe.com
Commit to Your Tan
Beyond the Bed! DC Facial Line is a Follower Fave
with enough DHA to blend out the color of the facial skin and neck with 1-2 days of use. Our third facial product launch was Halo Beam Cream™. This is another favor ite as it can be used in tanning/treatment sessions that utilize red light and/or blue light. It is a blue-hued accelerator formula, so it helps to not only enhance skin’s natu ral color, but also counteract orange tones. The two ingredients that are the same among all three of these products are Hyaluronic Acid and Vegan Collagen. To
Honey Gleam Cream™. The best way to describe this unique product is: Sorbet Dream Cream meets a flawless and glowy illuminating filter + tinted makeup-type moisturizer. Of course, it’s loaded with skincare – including skin-tighteners, hydrating and anti-inflammatory Niacin amide, power-packed antioxidants and a new secret: Porcelain Flower to hydrate and nourish the skin while also helping to promote a crystal clear complexion. Now that we’ve touched on the key benefits of all four Devoted Creations facial products, the stand-out benefit for many users is their multi-use feature. All four can, of course, be used as a tanning enhancer; but they have many other purposes. They can be used as a daily
By Madeleine Harrington Digital Marketing Coordinator & Product Specialist
T he world of skincare has been a grow ing industry throughout the past few years, one big product segment being facial care products. It was only right that Devoted Creations developed a facial line loaded with skincare and tanning benefits! Let’s start where it all began, with Sorbet Dream Cream™. This product contains Tyrosine to accelerate tanning results, as well as premium ingredients such as Hyaluronic Acid and Vegan Collagen to promote hydra tion, improve texture and promote a plump look … just to name a few! Next in the facial product line came Coconut Color Cream™ that serves as the “bronzing version” of Sorbet with a differ ent fragrance, since it contains DHA. We also added Plant-based Stem Cell Extracts, Organic Grape Water and Erythrulose to create a more high-end skincare formula and promote optimal hydration with collagen production. The bronzer is transfer-resistant
moisturizer, makeup primer or even a fa cial mask. Personally, I like to use Sorbet as my nighttime moisturizer, while switching between Coconut Color Cream to wake up with added color, Halo in the morning and/or as my makeup primer, and now Honey before my makeup for a dewy glow or on a “makeupless” Saturday morning when I feel like I just need some immedi ate, luminous bronzing. We took to social media to ask some of our loyal followers about their favorite DC facial products and how they like to use them. As you will see, they all love how the entire line works to deliver optimal skin care and hydration throughout the day! ■
create Halo Beam Cream, we researched brand new ingredients that reduce redness, with vitamin C enhancement and Apple Cider Vinegar to help balance the skin’s natural pH, and really lock in the mois ture and hydration to become receptive to light therapy. Halo helps to turn the hydration and light into cellular energy to enhance collagen production and promote a smoother complexion over time by targeting fine lines and wrinkles. Last but definitely not least, our newest facial product (just launched!) is
April 2023 istmagazine.com
SPRINGING Into Summer By Gary Lipman
S pring is undoubtedly my favou rite time of the year! Business wise, after the long dark days of winter, we start to see the light of the season ahead. The office is buzzing with activity and new business and, thank fully, it certainly looks as though we are accelerating towards another great year. In more ways than one, this is the power of light – pun intended! I read an interesting fact recently that the sun set after 6pm on March 13th for the first time since October 2022 here in the UK and will continue to do so until October 19th 2023. The positive impact of sunshine and longer days on everyone’s mood never ceases to amaze me. As soon as the sun starts shining, salon footfall steps up and the tills are ringing again after the quieter winter months. Of course, indoor tanning is a year round activity and it is quite noticeable how the off-season success of many salons and chains varies. Looking at this in a little more detail, we can see that the equipment and lotion ranges on offer combined with strategic marketing efforts – predominantly social media-focused – have a major impact. Perhaps it is no surprise that we are see ing reports of significant expansion within chains and also, very interestingly, people returning to the indoor tanning busi ness sector. Indoor tanning salons have reported their best-ever results for 2022 and are rolling out impressive expansion and refurbishment programmes to further consolidate their market positions. Operators can undoubtedly look and learn a thing or two from the bigger salon chains. Of course, the economies of scale will be enviable but in terms of salon location, products, brand identity, social
media presence, staff training, customer care and experience, these are all areas where single-site owners can strive to be on a level playing field with the big chains. It could also be argued that a strong single-site business has the potential to be more flexible to adapt to new trends and opportunities, thereby enabling differenti ation from the chains. Ultimately, there is plenty of room in the market for all – the key ingredient is a pro fessional approach to a vision of success.
professional owners and operators need to collectively use the same medium to educate consumers away from these unregulated products. These products certainly do not help your customers nor your business – indeed, quite the opposite. Such products have nothing to do with the professional tanning industry, yet they are erroneously linked to us by the media, solely in an attempt to besmirch us. Equipping staff with the knowledge and, therefore, confidence to
Ultimately, there is plenty of room in the market for all – the key ingredient is a professional approach to a vision of success.
Part of that professional approach is, of course, having an excellent under standing of what is going on in your business on a day-to-day basis, particu larly if you are not always on site. Equip ping your team with the knowledge and tools to ensure they are on board with your vision is essential. As an example, one of the challenges that we understand a number of owners are facing (in the UK) is how to deal with the use of tan ning nasal sprays and injections. Whilst illegal to sell, these products are, as you will know, widely available online and, currently, are not illegal to use. The influence of social media here is undeniable. As much as the pendu lum swings one way with videos and posts essentially glamourising the use of these products, we as an industry of
answer questions on and advise against use of these products is another piece of the vision jigsaw. But let us focus back on the positives that the next seven months will surely bring. A steady stream of people will come into our salons for their controlled dose of sunshine and leave feeling that little bit better about themselves – what’s not to love about our industry? n
About the Author: In the tanning industry since 1982, Gary Lipman is Man aging Director of the UK sub sidary of Ergoline, and runs Ergoline Plus, the exclusive
distributor for a wide range of sunless products & spray systems. He is also Chairman of the UK’s Sunbed Association & a European Sunlight Asso ciation member.
icemanphotos / stock.adobe.com
Get ALL the Answers … with Sun is Life! By Joe Schuster
It’s date night. You worked hard all week and nailed your goals … it’s time to celebrate, and you’ve chosen a restaurant for dinner. You and your (insert: wife, significant other, BFF, family member here) get dressed appropriately and drive to the location. You salivate as you begin to consider the culinary options and, perhaps, the wine selection. Seated at your table, you begin perusing the menu and have a few questions for the
Such can be the frustration when trying to select goods and services these days with inexperienced help. Now, shift this concept to a tanning salon business. Hav ing seen the ad you recently placed in the local online newspaper, a mother and her 19-year-old come to your facility. They’d like to try indoor tanning, but mom has a few questions first. “How does the tanning process work?” Your staff replies, “you just lay on the hard plastic and you
a guest has questions. Answering with confidence prepares your guest for a premium experience each and every visit. Sun is Life® Training & Certification is offered both online and in a classroom version to help you and your staff get where you need to be. Our online version is available 24/7 and designed to allow at-your-pace learning and promote knowledge retention. The classroom session is being offered at some of the industry’s biggest expos (see below) to allow you and your staff to access this info face-to-face in an engaging fashion. Don’t let your team head into the peak season with only a “deer in the headlights” look to offer guests and potential customers who have questions! Give them the tools to succeed with Sun is Life! For more info, visit sunislife.com. A Sun is Life Basic Operator Certifica tion classroom session will be presented at the National Tanning Expo in Nashville, TN on October 21, 2023. Register at nationaltanningexpo.com! n
Answering a guest’s questions with confidence prepares them for a premium experience each and every visit.
get a tan.” Huh? Slightly confused, the mother proceeds to say that she’s heard about rising skin cancer rates and asks if it’s caused by tanning indoors. “I’m not sure,” offers your employee. Mom then asks if you can get HIV from laying on that “hard plastic.” Your staff’s response: “I hope not!” I can guarantee that those potential customers will fly out the door a lot faster than they came in. If you have chosen to be a member of the indoor tanning community and own a salon, you certainly owe it to your staff and guests to offer the best possible experience. It begins with having factual information on indoor tanning – knowing what to say and what NOT to say when
server. “I’m thinking about the bone-in ribeye. Can your chef prepare it ‘Pitts burgh’ style?” you ask. Your server leaves to check with the kitchen and quickly returns. “Our chef just started today,” he says. “He has no idea what Pittsburgh style is.” Uh, okay. You pass on the steak and consider pasta. “What about the Fet tuccine Alfredo? Is it prepared al dente?” Your waiter replies, “There’s nobody named Al working here.” Exasperated, you go for a glass of the grape. “Bring me a nice cab, please,” you suggest. The server replies, “I’m sorry that you don’t seem to like our restaurant. I can call you a cab, but don’t know if it will be nice or not.” Arrgghh! Are you kidding me?
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