ist magazine December 2022

From the Publisher

Let’s Wrap Up 2022!

Dear Readers, As I write this letter, America is still processing the results of mid-term voting; some key races are yet to be called. I’m sure I don’t need to ruminate about the recent challenges we’ve all been facing, both as individuals and as business owners. All we can do is hope that the election results will bring our country more peace and prosperity in the New Year. As we’ve done for 18 years, IST asked tanning professionals to cast their votes this fall for the Industry Choice Awards – we had a record voter turnout! It proves that salon operators are passionate about the products provided by industry manufacturers and distributors. The list of winners is in this issue on p.16-17. Congrats to all! Winning the “Favorite Distributor” honors is Four Seasons Tanning – a repeat honoree no doubt due to their continued dedication to helping salon operators succeed. In late October, Team FS hosted another top-notch National Tanning Expo, this time in good ol’ Nashville, TN. Once again, they chose to offer Sun is Life® Training & Certification – the industry’s preferred education program. The class was taught by none other than SIL Director Joe Schuster, and I’m proud to report that the entire group passed with flying colors! One of those well-educated salon operators is highlighted in our “Salon of Distinction” feature on p.24. Isn’t it time for your turn in the spotlight? Check out our wrap-up of the well-attended National Tanning Expo starting on p.12 – lots of smiles! It’s still a great industry filled with fun, hardworking people. Over its 40+ years of existence, our industry has seen people come and go and some we have lost forever. One such person is Paul Germek, a former longtime salon operator educator and great guy some of you may remember. To mark Paul’s recent passing, his good friend Joe Schuster wrote a nice tribute; find it on p.20. In this final issue of 2022, our contributing writers have more tips for making the most of your retail sales this holiday season, and the business features always offer food for thought on a variety of topics. Last year’s December letter was headed “Staying Positive” – that might be difficult. As the New Year approaches, let’s focus on preparing to crush the 2023 busy season. IST is here to help! Thanks for reading and Happy Holidays to All!

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 Designer Hailey Worrell

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone Melissa Damiani Gina Jaeger-Morris

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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December 2022 | Volume 26 | Issue 11

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 vince@istmagazine.com. Vince Lorraine, Publisher

Copyright © 2022. All rights reserved. Printed in U.S.A.

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Contents December 2022 Volume 26 • Issue 11

COLUMNS 6 From the Publisher 20 In the News 22 Industry Watchdog 36 ASA News 38 Ergoline Focus

IN EVERY ISSUE 30 Product Showcase 78 IST Contributors 79 Distributor Contact

42 Lync IT 44 Monthly Motivation 46 Notes from the Road 48 UK View

Cover image by Maridav / stock.adobe.com

Contents December 2022 Volume 26 • Issue 11

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FEATURES 12 National Tanning Expo 16 Industry Choice Awards Winners Announced! 18 7 Questions with ... Alex Zeedyk

24 Salon of Distinction The Sol Haven Fairmont, WV 52 Get the Facts! with Sun is Life® Training 54 Overcoming Lack of Support 58 Transform Employees to Emergency Responders

68 What Not to Do During a Recession 72 Want Better Digital Engagement? 76 What Does it Take to Be Successful?

Client Relations & Marketing Specialist, Devoted Creations

Feature

National Tanning Expo | October 24-25, 2022 By Sherron Barden

Gordon offered the Bronze Novice Basic Sunless Certification to many salon operators looking for expert spray-tan training. The Exhibit Floor was also open at 8am for attendees to peruse the many vendors on hand. Leslie Westfall of Studio 636 in O’Fallon, MO was in Nashville to learn and interact with many of the product vendors with whom she does business. “In our industry, there is no better way to grow than to be in a room full of mentors,” Westfall said. “Everyone can learn from someone.” At 8:45, attendees were welcomed with opening remarks by Four Seasons

our Seasons Tanning has long been known for producing and hosting industry events that are both entertaining and beneficial, and this year was no exception! For the last few years, St. Charles, MO has been the venue for the National Tanning Expo; this year, Nashville, TN proved to be a familiar favorite destination for many veteran salon operators. Over 600 attendees flocked to the NTE for a look at the latest in equipment and lotions, to interface with the industry’s expert product vendor reps and fellow salon professionals – and enjoy the excitement of Music City USA!

DAY 1 Looking to “level up” their profession alism, 40 salon operators and staff got up early to get educated with the Sun is Life® Training & Certification class taught by Sun is Life Director, Joe Schuster. Christine Nelson, Owner of Glo Tanning Spa & Salon in Williston, ND and Sun is Life grad, continued her investment in the program at the Expo. “We brought our Salon Manager Jasmine Morrison to get Sun is Life certified,” she stated. “She learned so much from Joe to bring back to our salon.” Four Seasons has been a proud sponsor of Sun is Life and it is a popular offering at their events. “The NTE saw the Sun is Life class numbers soar as

attendees came from across the country to be trained,” Schuster commented. “It is truly a pleasure to teach these people on a face-to-face basis. Proudly, everyone who took the test passed it and will receive a certificate they can display in their facilities.” FS Marketing Manager Sheila Routon was thrilled with the class turnout. “Joe, thank you for all you do to help make Sun is Life Certification a huge success at every event we hold,” she stated. “You do a marvelous job and we hope to see you next year at NTE23!” Also kicking off the first day’s educational opportunities at 8am, Four Seasons Sunless Specialist Megan

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Joe Schuster, Sun is Life Director

presentations continued with “Protect ing Your Investment: Tips & Tricks to Help Run a Better Salon” hosted by JW North America President Kevin Apgar and Sales Manager, Brendan McCarthy. From the lotion sector, the dynamic Devoted Creations duo of National Sales Trainer Megan Racine and Client Relations & Marketing Spe cialist Alex Zeedyk hosted “Devoted Creations 2023 – Your Partner for Suc cess!” Also that afternoon, Cardinal continued his spray-tan education with a Hands-On Skills Training for Core & Master Session. Wrapping up the day’s business-tai lored speaker agenda was Team New Sunshine, LLC – Jason Brooks, Exec.

President, Melissa Gallion. She intro duced the returning Master of Ceremo nies – ever-ebullient industry veteran, Jerry Deveney, who got the ball rolling with the first informative speaker. First up was Greg Jordan of Tan, Inc. who offered “Instant Rebate = Profit Power” followed by “Life is Better on the Sun E Side: A Complete Guide to Success in 2023!” presented by Sun Evolutions Business De velopment Manager, “Miss Gina” Jaeger-Morris. After lunch, Brandon Cardinal (Sunless, Inc.) provided many attend ees with key spray-tan techniques and knowledge with Norvell Core Sunless Training from 1-3pm. Meanwhile, the

Director - Global Sales; Ashley Wot tring, Marketing Director and Region al Sales Manager, Jess Snider – offering “New Sunshine: New Products & New Vision.” Finally, American Suntanning Association Director Melinda Norton informed the audience with an Indus try Update Session. After a long day of providing indus try networking opportunities, Four Seasons continued a popular Expo feature, inviting attendees to enjoy a Welcome Reception co-sponsored by JW North America, New Sunshine, LLC and Sun Evolutions, Inc. The much-anticipated Exhibit Floor was officially opened and Show Specials were unveiled, as well. ß

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Feature

DAY 2 The agenda of informative presen tations continued bright and early with several salon operators sharing their wealth of business expertise. First up was “5 Ways to Increase Revenue Today” offered by Mike Blore, Owner/ CEO and Samantha Easterly, VP of Operations - California Sun (CA). The crowd then took a break and returned to the packed Exhibit Floor for a look at new product offerings and to chat with manufacturer reps. “The vendor reps were abundant and our staff came home with not only product and sales knowledge, but lots of swag, too!” Christine Nelson added. The morning’s presentations also included “Recruit, Hire, & Retain Su perstar Part-Time Employees” hosted by Illinois salon owner, Don Kermath (Classic Tan & Rush Tan) and “Creative Sales Strategies: Ways to Gain Revenue and Motivate Your Staff” presented by Kirstin Estes, Owner of Lux Tan in Oregon. After lunch, the California Sun execs returned to the stage with “Learn to Love Slow Season” followed by another opportunity for attendees to browse the Exhibit Floor. The busy afternoon’s schedule concluded with “Learn How to Create Successful Specials & Pink Wednesday Strategies” offered by Texas salon owner David Givans (Island Tanz). Emcee Deveney then took the stage to moderate an Industry Panel Discussion b.Tan BleachBright California Contour Devoted Creations Brands FS Boutique JW North America KBL Lucas Products Mine Tan Morgan Taylor New Sunshine Brands

featuring the day’s presenting salon professionals: Mike Blore, Samantha Easterly, Kirstin Estes and David Givans. Like the other attendees, Christine Nelson and staff also had ample time to interact with industry experts. “This was such a great event and we can’t wait for the next one!” she enthused. Of course, the final day ended with many exciting prize giveaways, includ ing: a KBL hybridSun Tanning System won by Mike and Rhonda Sellars of Valdosta, GA; Apple iPad donated by JW North America won by Celia Daun away of Crossville, TN; Sonos Speakers donated by New Sunshine won by Imaan Vaid of Villa Rica, GA; and an autographed Bottle of Love Snooki AND a $500 American Express gift card donated by Sun Evolutions, won by Hannah Dulin of Chestertown, MD. Melissa Gallion was very pleased about the result of the FS Team’s year of planning for the 2022 NTE, and felt it exceeded their expectations. “It’s so encouraging to see how committed these folks are to the industry, some traveling great lengths to get to our show,” she shared. “We hope this sets everyone up for a great 2023 season. On behalf of Four Seasons, we want to thank all salon operators, our custom ers, vendors and Sun is Life Training & Certification – everyone combined to make the event a great success!” n

Norvell POLY Light Therapy Podz Smart Sun Therapy Sun Evolutions Brands SunStyle Sunless Tan Asz U Tan-Link Tan Inc. Tan Track (Nichesoft, LLC) Twilight Teeth

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Special Interest

The votes are in! Here are your 2022 Winners ...

LOTIONS Bronzer Dark AF Devoted Creations Non-Tingle White 2 Bronze Coastal Devoted Creations Tingle Fuel My Fire Devoted Creations After-Tan Moisturizer Hemp Nation Kiwi & Cactus Water Australian Gold Package Design Super Nova Designer Skin

SUNLAMPS Low-Pressure

Radiance R2 Four Seasons High-Pressure Supra 600W Supra Brands Group UV SYSTEMS Low-Pressure Sunbed Prestige 1600 Hybrid Ergoline - JK Products & Services Stand-Up Sunrise 7200 Hybrid Ergoline - JK Products & Services

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SUNLESS PRODUCTS Airbrush System MobileBronzer California Tan Sunless

TANNING ACCESSORIES Twilight Teeth Eye Protection Peepers California Tan PRODUCT MARKETING Ad Campaign Design Devoted Creations

Spray Booth VersaSpa PRO Sunless, Inc. Professional Solution Norvell Venetian Plus Sunless, Inc. SALON OPERATION Product/Service Sun is Life Training & Certification IST Magazine Salon Software Helios 12 New Sunshine

SALON SUPPORT Distributor

Four Seasons Sales & Service Person of the Year 2022 Melissa Gallion President, Four Seasons Congratulations To All!

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Feature

QUESTIONS WITH... Alex Zeedyk

CLIENT RELATIONS & MARKETING SPECIALIST DEVOTED CREATIONS

➊ How and when did

and nearly drove me off the road! Also, people who chew with their mouth open; when someone knows they’re in the wrong but refuses to apologize; those who are not open-minded and only value their own opinions, leaving you to feel like your input is not valid.

you get your start in the tanning industry? My first job was working at a very small salon where I had faithfully tanned. I was 18 and at the time, I knew nothing about the tanning industry. After that salon closed, I went on to work at two others. Both taught me lots of knowledge on UV light and how to properly sell tanning packages, as well as products. They both focused on the specific product ingredients and functions. Those jobs opened my eyes to the world of tanning

➍ If they made an action figure of you, what two accessories would it come with? Our Selfie sunless mousse products – you will never ever catch me without a sunless tan! And, my Apple Watch. I truly do not know how accurate they are; however, I love trying to reach 10,000 steps a day as well as being able to track my workouts. ➎ What is one of the most unusual foods you’ve ever

➏ Do you have a favorite

family holiday tradition? One thing we have done every year for as long as I can remember is Black Friday shopping. When I was younger, the stores would open at 4 or 5am on Friday after Thanksgiving and my parents would wake us so early, just so we could get to the stores on time to see all of the deals. My dad always made sure we were one of the first few people in the line outside the store (haha)! I used to get so excit ed about going, I would practically pull an all-nighter!

and skincare and I’ve been intrigued with it ever since. ➋ At a party, where can you be found?

That’s easy: anywhere the snacks are! (haha) I am the world’s biggest snacker – I eat pretty much every hour. When I’m on a work trip, my boss Lisa (Saavedra) will text my coworker to make sure I am fed.

eaten? Did you like it? In September my mom, brother and I went to Chicago and had dinner one night at a taco place. There were infinite taco options so we just ordered a ton for the table, and one was made of cow’s tongue. Personally, I didn’t mind the taste, I just did not like the consistency. You could literally see the grooves of a tongue, which kind of freaked me out.

➐ What song will always get you out on the dance floor?

➌ What is one of your pet peeves?

Oh boy, there are a few: I absolute ly cannot stand drivers who do not use a blinker – I’ve been in nearly a handful of accidents because someone went to switch lanes

Hmmm … many songs will get me out on the dance floor but probably, Whitney Houston’s “I Wanna Dance with Some body!” ■

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News

Tanning Community Loses Leading Educator By Joe Schuster

mentor, he always had time to chat, advise, suggest and share a laugh or two. When we caught up in person, I can’t recall a time when he didn’t flash that big smile of his and throw a funny comment at me. He would seldom provide answers to my questions but instead, pointed me in the direction of self awareness and understanding. Never once did he say, “I don’t have time for you today.” Hardly a day passes that I don’t teach, coach or train someone with a tidbit I learned from “Uncle Paul” as he was known to many of us. “Health and family are the keys to a good life,” was one of my favorites. Born July 7, 1940 in Avber, Slovenia, Paul emigrated to America in Septem ber 1951 for a better life. After graduat ing from Indiana University with a Mas ters in Music Education, Paul moved his family to Syracuse, NY to teach music/ orchestra at Fayetteville-Manlius High School. Apparently, the cold weather proved too much and in 1979, he moved the family to Birmingham, AL where he was employed with the Birmingham Youth Symphony and later promoted to director of public relations for the Birmingham Symphony Orchestra. From there, he helped expand it to the Alabama Symphony Orchestra. As men tioned, he later moved on to consult for the Suntanning Association for Edu cation, and then was an instructor for SAE teaching certified indoor tanning training in Florida and Louisiana. I caught up with his daughter Gretchen who had this to share with me: “Throughout his life, Paul learned the importance of hard work and instilled that same work ethic in his children. As a single father, he was always present and emphasized the importance of family, integrity and doing what was right. His knowledge and guidance was the foundation of his family. He faced every challenge in life with admirable strength and intelligence and a whole lot of humor and laughter.” Gretchen, I couldn’t agree more. RIP, Paul. You will be missed. n

Paul with daughter, Gretchen

loving grandfather to ten grandchildren and one great-grandchild. I met Paul in 1991 during my early years in indoor tanning when he was a consultant to the Suntanning Associ ation for Education. SAE was a strong contributor to assisting salon owners and staff with factual information on indoor tanning during the ‘90s and early 2000s. During my employment with Wolff System Technology and Light Sources, Inc. I taught many SAE classes with Paul’s expert guidance. As my

A former member of the indoor tanning community, one of my dearest friends and a mentor to me recently passed away at the age of 82. Paul Cyril Germek died on October 15, 2022 at Destin Fort Walton Beach Medical Center, surrounded by his children. He was the loving father of Bridget Germek, Cyril Germek (de ceased), Mark Germek, Adam Germek, Sonia Bishop (Jeff), Luke Germek (Jane) and Gretchen Hale (Lee) – and raised them all as a single parent. He was also a

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Industry Watchdog

I Have aQuestion ... By Joe Schuster IST response: Well, who did you think the patrons would be? I doubt that many would see this statistic as a negative. W hat would keep you from tanning indoors? Would it be a Indoor tanning before age 35 can increase your risk of melanoma by 59%. IST response: So, what they

monetary reason (no discretionary income)? Would it be location (no salons nearby)? Would it be customer service or the lack thereof? Well, how about these “reasons” offered up on the website of Mary land dermatology practice, Anne Arundel Dermatology? … Statistics that will keep you from visiting the tanning salon: In the U.S. alone, 419,254 cases of skin cancer can be attributed to indoor tanning. IST response: How would you determine that the skin cancer occurrence was attributed to indoor tanning alone? Does this mean the afflicted person had zero exposure “ever” to natural sunlight? Approximately 7.8 million adult women and 1.9 million adult men tan indoors. IST response: So, the number of people who tan indoors would keep me from using a sunbed? There are plenty of salons to accommodate all indoor tanners! Nearly 70% of tanning salon patrons are Caucasian girls and young women.

are implying is that if you use any sunbed “once” for any amount of timed exposure (one minute?) you increase your risk of melanoma by 59%. A valid study would quantify UV exposure intensity, length of ex posure and skin type of the user. No study results are offered to support this claim of “using a sunbed once increases your risk by 59%.” Tanning is so dangerous, several countries have made it illegal. IST response: Well, yes that’s true – if you count the two countries in the entire world (Australia and Brazil) that prohibit commercial indoor tanning. When a salon guest might cite these types of “statistics,” here’s your factual response: Millions of people choose to develop a cosmetic tan with moderate and responsible UV exposures provided in the con trolled environment of a profession al tanning facility. Any more questions? n

Melanoma is the second most common cancer in females age 15-29. Melanoma is the most common cancer in females aged 25-29. Melanoma is the leading cause of cancer death in wom en 25-29 years old. IST response: The demographic of indoor tanners is primarily females, 18-35 years of age. The latency period (the time between UV exposure and onset of illness) for melanoma is 20 to as much as 30 years. In this case, do the math. The amount of UV radiation emitted during an indoor tan ning session is similar to that of the sun, and in some cases can be stronger. IST response: “Jamaica in the summer” type of sun or “Minne apolis in January?” The intensity of the sun’s rays is affected by time of day, time of year, proximity to the equator and reflective surfaces such as snow, sand and water. There is no generic UV output of sunlight, no generic UV output of sunbeds.

Team IST searches for erroneous, suspect or negative reporting by the media that adversely impacts the tanning industry. Reports such as these have plagued tanning businesses for decades. Although the media sources will seldom admit a falsehood and print a retraction, IST offers these well-crafted responses to the negative reports that can be shared with your customers and potential customers, alike.

Maryna / Shutterstock.com

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Salon of Distinction The Sol Haven Sister Act Success By Joe Schuster At the recent National Tanning Expo in Nashville, TN I had the opportunity to meet a very

enthusiastic new salon Co-owner, Kelly Weisenborn of Fairmont, WV who took the Sun is Life® Certification class. During our interview for this Salon of Distinction feature, I broached the topic of service diversification. Tanning salons have been open to some unique ways to diversify their offerings. On the day we had our chat, The Sol Haven had partnered for an event with a local company that provides IV infusions – a service that has been around for a bit but is unfamiliar to many. Kelly invited RevIVU Health Spa to “set up shop” at the salon for a day to allow customers to ask questions and experience the program. Based locally in Bridge port, WV RevIVU offers treatments and infusions delivered intravenously that have benefits for immunity, hydration, energy and detox (among others) and one called “Myers Cocktail” which contains vitamins, minerals and antioxidants – a concoction created to address many ailments. With her nursing background, Kelly sees this health and beauty service as an exciting possibility. Let’s dig in! IST: Kelly, let’s begin with the basics. Many owners get their start in the tan biz by purchasing a facility where they were once a customer. How did you and Jordan get your start? KW: You nailed it! Our entire family tanned in the salon previously known as Lion In The Sun. As the former owners announced their retirement, my sister Jordan saw an opportunity to continue a business that plays a large part in our small community. After our parents passed away, we knew that we wanted to pursue an investment together in some way. After the first conversation with the

Co-owners Jordan Brimacomb & Kelly Weisenborn (top)

previous salon owners, we all agreed that it was meant to be. From a mother-daugh ter duo to a “sister act” – we cannot wait to continue this business’s legacy in our hometown. IST: Your salon is fairly close to Fairmont State and West Virginia University. What is the demographic makeup of your clientele? I’d suspect young college women represent the majority, yes? KW: Surprisingly, that is a smaller percentage of our current clientele. The largest demographic is currently held by our locals – mothers, daughters, fathers and even sons who come to tan with us … hopefully year after year! Our biggest goal in the coming year is to continue to grow with the younger population at our local universities. We would love to create some partnership opportunities in the future.

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KW: In our first few months of oper ation, we have truly been fortunate to have encountered no issues we felt we couldn’t handle. In our books, it’s all about communication. We take the time to understand what our guest feels the issue is, and we work together to find a solution. Our tanners have provided us with an overall understanding that we are in uncharted territory right now, and we will continue to do our best to grow this amazing business and provide all that they are looking for. IST: Well, certainly communication that focuses on listening is key to problem resolution. Time for the wrap-up. What are the 3-5 year goals for The Sol Haven? KW: We have so many amazing goals for the next few years, we can’t spoil all the fun by telling everyone ahead of time! But, in the next year, we plan to expand our service menu into the wellness world. We are currently working with our distributor (Heartland Tanning) as well as a few other compa nies to bring in new equipment as early as March 2023. The best way to keep up with us is on Facebook. We like to post “behind the scenes” and teasers as to what we are currently doing, as well as what is coming next!

IST: Interesting. I would not have thought that, but it sure leaves you room to grow. Let’s move on. The Sun is Life course covers salon sanitization in depth. How would you describe your salon cleaning standards? KW: We truly pride ourselves on the integrity of our team when it comes to day-in/day-out cleanliness. Attention to detail is critical to us and we are very fortunate to all be on the same page with this. We take time out of each part of the day to ensure that our guests are getting the best and cleanest experience possible. From folding each towel in our unique way, to daily maintenance of each piece of equip ment – no task that helps us make a difference is too small. When it comes to cleanliness in our salons, it is truly a competition between all of us as to who is more “OCD.” IST: As you passed the Sun is Life class with flying colors, you received your Sun Is Life Graduate Certificate which I trust is now framed on your wall! What insights can you share about the class itself, the training you received and the importance of salon operator certification? KW: For Jordan and me, training is a key component to this new journey we are on – from cleaning proto cols, to basic understanding of how the skin tans, to proper equipment maintenance. We took so much away from this education program! We are committed to soaking up as much knowledge as we can to ensure that we can continue educating our team and our guests on a variety of platforms. Knowledge is power! IST: Salon operations were also covered in the SIL training, including how to handle the unruly or dissat isfied salon guest. Give our readers an example of an unhappy tanner (no names, please!) and how you resolved the situation.

(L-R) Team Sol Haven includes David, Jordan, Julia, Kelly and Courtney.

Kelly, I truly enjoyed our interview and wish you and Jordan all the best!

Owners: Kelly Weisenborn & Jordan Brimacomb Number of Stores: 2 Sta : 3 UV Tanning Units: 24 (total) Other Services: Pura Sunless Lotion Brands: Devoted Creations, Sun Evolutions Best-selling Lotions: ProTan Beaches & Creme Black, Devoted Creations Metaphoria Most Popular Tanning Package: Club Tan Software: Tan-Link Distributor Partner: Heartland Tanning

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Pro Tan 9. Blissfully Bronze STAND-OUT NATURAL BRONZING LOTION • Natural Bronzers • Papaya, Pomegranate & Fig Extracts • Sunflower, Aloe Vera & Monoi de Tahiti • Caffeine • DHA/Paraben-Free

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December 2022

ASA News ASAEffective in 2022LobbyingEfforts

IN 2023, staying ahead of attempts to over-regulate professional indoor tanning facilities at the state level will continue to be one of the American Suntanning Association’s top priorities. And, more than ever, ASA’s promo tion and defense of the market with policymakers is founded in construc tive dialogue that positions tanning professionals as part of the solution in real-world sun care. The American Suntanning Associa tion came out on the winning side in all 11 state legislative issues raised in 2022 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. In 2022, ASA prevailed in California, Colorado, Connecticut, Florida, New York, New Jersey, Ohio, Oregon, Ver mont and Rhode Island. In California, we prevailed on two separate issues. Many of these issues involved proposed under-18 or even under-21 age restrictions for usage of a profes sional 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. Since 2013, ASA has blazed a com mon approach of putting the industry’s positions in constructive, scientifically supported terms. That positive approach has paid dividends. Since 2013, ASA has

sun or from a sunbed – is not tobacco. It is qualitatively and quantitatively decep tive to make that comparison, and may actually unintentionally harm effective sun-care efforts.” The case for real-world sun-care solu tions continues to strengthen, as sunburn among non-tanners continues to be more and more prevalent, and research supporting regular, non-burning UV exposure is becoming more and more accepted. “The latest government data shows that 19 out of 20 sunburns today

convinced state legislatures 144 times that our positions make sense – continu ing to win when we have the opportunity to lay out the unintended consequences of anti-salon legislation. The latest challenge has been the advent of under-21 restriction proposals that have cropped up in New York and California. In California, ASA worked with counsel to keep an under-21 bill from finding an author, despite attempts by state dermatology groups to get it introduced. In New York state,

“THE BEST WAY TO KEEP LEGISLATION FROM GETTING ANY TRACTION IS TO RE-DEDICATE YOUR TANNING BUSINESS TO PROFESSIONAL PRACTICES." Joe Levy, ASA Executive Director

occur in situations where an individual was not even attempting to suntan,” Levy said. “The data supporting 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 added. “And get involved with ASA. We need your support.”

ASA and counsel continue to work to keep two under-21 bills from gaining traction. Those bills, introduced in 2020 and 2021, were still active through the end of 2022 in New York. ASA Executive Director & Direc tor 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, 18 states have raised the legal age for smok ing to 21. But UV exposure – from the

To join ASA today, visit AmericaSuntanning.org/register. n

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.

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December 2022

Ergoline Focus

2022 IN REVIEW

WITH JK interact and learn from the product ven dors, have a great time and be the first to experience our new Ergoline Vitality equipment launch.” Attendees were eager to explore the investing right alongside our custom ers to ensure they are successful today and ready for tomorrow.

F or JK Products & Services, 2022 has been a year of tremendous growth and reflection. New technology introductions for sa lon operators, enhancement of internal processes and groundbreaking equip ment releases are all centered around one common focus and goal in mind: enhancing the JK customer experience. Team JK is evolving, learning and trying new ways to offer you our best at every step in the customer journey. Spring of 2022, we launched a call center dedicated to customer service for technical and parts sup port. We understand what it means when our customers are experiencing equipment downtime and by offering longer technical support hours, we can provide additional assistance in getting your equipment running again. We look forward to future growth within the technical call center and expansion of customer support opportunities to better serve you and your staff. In May 2022, JK | Ergoline hosted its first in-person Experience Ergoline event at the highly anticipated equip ment product launch in Clearwater, FL. Brynn Scarborough, CEO & President of JK Products & Services, took to the stage to deliver opening remarks. “We are thrilled to unveil our new Vitality Series by Ergoline here today!” she exclaimed. “With EE 2022, we took a chance and approached our industry event differently – and I think you’ll agree that it was worth it! Our goal was to create a space where attendees could

And in case you’re wonder ing … We will soon release the dates for the Ergoline Experience 2023 event and hope you will be able to join us! The 2023 event will be bigger and bet ter than ever, and we can’t wait to share it with you. Stay tuned for updates on what’s coming next! We appreciate your business and look forward to serving you in the future, wishing you Happy Holidays! n Team JK

latest innovations with JK and be the first to see the newest systems from Ergoline. Vitality Total Light, an all-new tanning light technology, combines blue light, red light and UV light, offering tanners a customizable session for a more efficient tanning experience. This new technology allows for optimization of equipment while cutting operating costs with fewer lamp changes and reduced energy output. Customers could also demo the all-new Wellsystem Wave-Touch system on display, making its debut in North America. Vendor booths and equipment exhib its offered interactive participation via a mobile app that gave access to the VIP gifting lounge, where attendees could build and customize JK swag giveaways. One common denominator stands out as we recap 2022. The new technology, in-person events and expansion of customer services led to one goal: enhancing the JK customer experience. We know there are options, and we are grateful for the opportunity to support your equipment and salon needs; you are the reason we keep doing what we do each day! Thank you for your continued dedication, loyalty and support. The future of the indoor tanning industry is bright – new business es, fresh ideas and investments are happening at a rapid pace and JK is

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December 2022

Lync IT

in a particular retail category with the purchase of another item at full price. You can configure this promotion within your software so that the discount is au tomatically applied to the second item, so that it’s a seamless process for your staff. You can even have the system allocate the commission earned on the sale price, rather than the full retail price. Another powerful promotion, espe cially during the holiday season, is to offer a discount on a minimum purchase. If you want to drive service sales, you might contemplate offering $50 off a minimum service purchase of $150. We all know that trying to find the perfect gift for everyone on your list can certainly cause some anxiety, so it’s no surprise that gift cards and certificates will be a popular choice in your salon at this time of year. To boost gift card sales, offer a bonus gift card with each gift card purchased – it’s a win-win for those who want to give as well as receive. And if the person purchasing gift cards from you isn’t an existing customer, make sure to capture their email address and cell phone number. There’s a good chance you’ll be able to convert them into a “regular” through future email or text message marketing campaigns. Holiday shopping often leaves many of us feeling stressed and overwhelmed

Holida Promo to Help You Sell More! By Melissa Damiani

Y ou’ve likely been planning for many months now – are you certain that you’re truly ready as a retailer and service provider to realize the opportunities ahead of you at this joyous time of year? Your goal for this holiday season might be to increase profits over this time last year, to improve efficiency for your staff during this harried time, to make the process a seamless experience for your customers – or all of the above. A robust software program can aid you in achieving each one of these objectives and will do so in a cost-effective manner. Would you like to boost retail sales while rewarding loyal customers for their patronage during the holidays? One easy way to do so is to increase the discount your EFT members automat ically receive on all product purchases during the month of December. Another option would be to automatically reward customers with points for every new cus tomer they refer to your salon and allow them to be redeemed toward product

purchases only. Doing so will motivate your existing customers to purchase more and will also entice them to refer your business to their friends and family.

A robust software program can aid you in achieving holiday objectives in a cost-effective manner.

– configuring a handful of solid promo tions in your salon management system will ease the process for existing and new customers alike as they extend their patronage to your business! n

For those new customers you obtain through your holiday referral program, you may want to offer a “Ring in the New Year” membership at a discounted rate so that they can be sure to glow for the holidays! Simply create a member ship (with expiration) for everyone who purchases on January 31 and configure a message to appear at the point of sale one week prior to expiration, so that your staff is prompted to remind the customer that their promotional membership will expire soon. They might just purchase an EFT membership to follow! A sale that is always enticing for customers and simple for you to offer is the traditional BOGO. You might consider offering 50 percent off all items

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 mdamiani@sunlync.com.

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December 2022

Monthly Motivation

Secrets TO BUILDING CUSTOMER LOYALTY & RETENTION By Grant Cardone

No matter how ridiculous, aggressive, or overwhelming the customer gets, it’s your job to stay professional with a permanent can-do attitude. Otherwise, there will be negativity on both ends, and the situation will only escalate. Somebody has to stay calm, rational and positive – that person has to be YOU. And it will only make your business more attractive for the customer. Negativity will always surrender to the positive. It can be tough at times, especially if you haven’t committed to this mindset before. But if you master the confidence piece I shared with you earlier, you’ll see how positivity becomes a direct result of it. Here are some positive phrases you can work into your customer communications: “I know you haven’t had pleasant experi ences with other businesses. Let me change all that for you right now.” “Thank you so much for educating

Part 2

W hat does it take to make new cus tomers stick with you in the long run? And which type of customers do you think will return to your business over and over again? The quality of your service will determine the quality of your customers. So, how do you master long-term customer loyalty and retention? Here are three more secrets … 1. Overdeliver confidence, no matter what. I’ve talked about how this idea of “under-promising and over-delivering” is complete and utter BS. How do you expect customers to be in it for the long haul if you aren’t 100% confident in serving them? There’s no room for moderation here. Make BIG claims with unwavering confidence. Do whatever it takes to get the job done, and exceed all customer expecta tions in the process. When communicating with customers, make statements that exude conviction: “I can handle it.” “Leave it with me.” “I have the solution.” Confidence is the glue that holds customer relationships together. Commit first and figure out the rest later. 2. Put REAL people on the phone. Believe it or not, the No.1

a human on the phone when they have a question or concern. When a customer wants to connect with your business seeking a solution to their problem, they don’t want automation. These people want to talk to other people – some one who has answers. I mean, put yourself in their shoes. You have an issue you tried to fix online and the

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 lead “FAQ” page didn’t help. Live chat didn’t either. You’re already irritated when you pick up the phone …Then, imagine being pushed to a robot. This machine is only going to make things worse for you. So, as a business owner, the real solution here is to always have a live customer support person available. It doesn’t matter howmuch it costs. If you have any hopes of getting this customer loy alty and retention thing right, you’ll commit to having a real human answer the phones. Also, having someone pick up a call isn’t enough. Most importantly, the designated employee needs to maintain a GREAT attitude on every call. 3. Go overboard with positivity. ” CONFIDENCE IS THE GLUE THAT HOLDS CUSTOMER RELATIONSHIPS TOGETHER. COMMIT FIRST AND FIGURE OUT THE REST LATER. yourself on our products and services – I love working with informed customers!” “Allow me to handle all of this for you right now. I appreciate you reaching out and I want to earn your business every step of the way.” This approach alone will set you apart from 80% of the businesses in your industry. People will spend more money on things that make them feel good than on things they actually need. n

ership, 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 Influ encers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider , CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.

This leads me to one of the most powerful ways of all to increase customer retention rate. As simple as it sounds,

complaint customers have is NOT being able to get

maintaining a positive demeanor at all times can change everything for you.

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December 2022

Notes from the Road

Incentivize Your Team This Holiday Season

By Lisa Saavedra F or most business owners, the bundle sets and gift card deals; but for some business owners, this can also be a challenging time. In addition to facing days when your business will be closed, there is also an increase in staff vacation requests which can make holiday em ployee scheduling more difficult. One subject not often talked about this time of year is employee appre ciation. There is no time better than the holidays to show your loyal team members you value them all through the year. Not all employee apprecia tion efforts need to be extremely costly, either. holiday season can be a chance to boost revenue by offering special

This month, I have a few sugges tions for ways you can reward your employees for their hard work and dedication to your business. A Paid Day Off: The holidays are a busy time for everyone, and that includes your employees. One of the nicest things you can offer them is a day off with pay. If you are short-staffed right now, then offer a day they can take off in the first quarter of next year. Your team members will appreciate the opportunity to have a “free day” they can take without needing to give the boss an explanation. Spa Day: Treat your staff to a mani/ pedi! The guys and girls alike will enjoy the time away from work to chat and be pampered while you, as the owner or manager, will get some quality bonding time with your team. Plus, who doesn’t want their nails done before the holidays? I recommend doing this on a Sun day when you can

that correspond with retail sales incen tives. For example, if you are offering a holiday lotion bundle, you could wrap a gift with a gift tag attached that reads “TO: The salesperson who sells ____ (number) of holiday lotion bundles!” They will be excited to open the gift and find out what they can win. It can be anything from a cute Starbucks cup, a gift card for a restaurant your team members frequent or even the lotion bundle itself. Having multiple gift boxes like this to correspond with different deals you offer throughout the month of December will keep your staff engaged, plus give them extra gifts to open! We all know that engaged and moti vated staff increase profitability. There are always ways to show our employees that we value them – without breaking the bank. Sometimes, you just have to get a little creative. I want to wish everyone a safe and fun holiday season! ■

close your doors a little early (don’t forget to let your customers know!) and schedule the services ahead of time with a local nail salon so they have the staff need ed to accommodate

About the Author: As Director of Brand Deve lopment for Devoted Creations’ family of brands, Lisa brings 19 years of industry expe rience, knowledge and enthu-

We all know that engaged and motivated staff increase profitability.

your group. Break Room Bonus: This is fun to do and much appreciated by your staff any time of year, but you can make it extra special for the holidays. Surprise them by stocking the salon break room with snacks, drinks and decorations. If you want to take it a step further, you can wrap gift boxes with little prizes inside

siasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and mar- keting 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.

Commit to Your Tan

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