ist magazine May 2023

From the Publisher

It’s Prime Time!

Dear Readers, It’s not a hot newsflash: this is prime time for the tan biz! I hope your facilities are filled with tan-seekers and your beds are humming non-stop! While many people are struggling with the cost of living these days, there are a handful of small luxuries they typically won’t give up – lucky for us, relaxing in a sunbed and getting tan is one of those things. Gary Lipman of Ergoline Plus, our friend and “UK View” contributor from across the pond, explores this consumer behavior concept in his column titled, “The Lipstick Effect.” Read more on p.42. Yes, our industry has shown resilience time after time throughout the last four decades. But, it’s not enough to just count on the springtime boost in tanner traffic to carry you through the slow months. And while salon tanners tend to be loyal customers, you have to find ways to up your game and continue offering a top-quality tanning experience. To make it happen, your entire team needs to be on the same page with clear goals and consistent training. In her “Notes from the Road” column (p.38), Lisa Saavedra of Devoted Creations offers great tips for holding regular staff meetings that are not only productive, but also an opportunity to have some fun and motivate everyone to grow and excel. It’s possible that all your salon staff need to be more motivated on the job is a higher level of confidence in their skills. It’s easy to make it happen with Sun is Life® Training & Certification. Now is a great time to get your new-hires started on the right foot with the confidence they need to provide superior guest service, succeed at product sales AND enjoy their jobs. Happy staff means happy guests – happy guests are loyal to your business! Salon operators who invest in our super-affordable and accessible training (see p.14-15) are eligible to be featured in this magazine … your salon could be next! Visit sunislife.com today for all the program details. Of course, the goal of any trade publication should be to help members of a specific industry improve and grow their business. That is why we’re proud to sponsor and promote the Experience JK event taking place next month in Orlando (see p.20-21). Industry events are great for re-energizing your operations and Team JK offers a unique and upscale format for education and networking. You need to check it out … 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 Carriger

Accounting/Circulation Kim Davis

Senior Account

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

INTERESTED IN ADVERTISING? CONTACT TERESE@ISTMAGAZINE.COM

May 2023 | Volume 27 | Issue 4

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 © 2023. All rights reserved. Printed in U.S.A.

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Contents May 2023 Volume 27 • Issue 4

COLUMNS 6 From the Publisher 16 Industry Watchdog 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 luengo_ua / stock.adobe.com

Contents May 2023 Volume 27 • Issue 4

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18

22

38

32

44

FEATURES 12 7 Questions with ... Hope Tyler JK Shop Account Manager 18 JK Salon Spotlight Oasis Tans Gillette, WY

44 Get All the Answers! with Sun is Life® Training 48 The Secrets of Visionary Thinkers

52 Focus on the Customer & Employee Experience 54 Video Marketing in the 21st Century

Feature Hope

7 Questions with ...

Tyler JK Shop Account Manager

1 How did you find yourself working in the tanning industry? I honestly just stumbled into it. One of my customers at my former job told me he had a position he thought would be great for me. I applied for the job and the rest is history. I honestly can’t see myself leaving this industry – this is my fourth year with JK! 2 What would we hear you sing at Karaoke Night? The real question is what would I NOT sing? I can belt some Ella, Shania Twain or Jay-Z. I honestly don’t need a karaoke night either, I could sing for you on the spot – but don’t everyone line up at once at our event in June just to hear me sing. However, I might take requests from my favorite customers. I won’t promise I am good but I am definitely entertaining. 3 What is your favorite game or sport to watch and/or play? Well, my husband is a baseball coach so I think I am required to say baseball. I’ve been a coach’s wife for six years and I will tell you that my favorite part about the game is watching him doing what he loves and watching my kids play on the field after a big win. But not many things beat a fall Saturday

afternoon football game in Fayette

ville, AR. My heart is with my alma mater – GO, HOGS! 4 How would your friends describe you? An actual quote from a friend: “The funniest, smartest, prettiest person I have ever met on this Earth.” (Does it count if I asked my four-year-old daughter this question? According to her, I’m the coolest mom EVER.) 5 What is one of your “pet peeves?” When you are talking face-to-face with someone and they start getting on their phone. Being present is so hard to do with all our social media and cell phones. We have a little rule in our family: anytime we go out to dinner, we leave our phones in the car. Every once in a while, I get a wild hair and delete all my social media, ha! It’s all about finding a balance. 6 What are you most excited about in your life right now? My husband and I are building our dream home and although it is just about the

most stressful thing I can imagine, I feel so blessed to be able to do that right now. Who knew that choosing a backsplash for the kitchen would turn into a three-day argument with my husband? (Just kidding … a little.) All jokes aside, I am excited for my kids to grow up in the country just like I did. I see many goats and barn cats in our future! 7 What do you like most about your job? I have been at JK for nearly four years and I actually still have some of my first customers. It went from “What can I help you with?” to “How was your baby shower?” or “How was your son’s graduation?” I speak with some of my salon customers almost weekly when ordering lotion, so it gives me the opportunity to form some amazing friendships. Can’t wait to see everyone next month in Orlando at Experience JK! ■

Northern Owl/ stock.adobe.com

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Industry Watchdog

Saved by the Martians? By Joe Schuster

Is climate change (formerly known as “global warm ing”) real? Whew, that one certainly splits many political discussions. Should we move toward better and more efficient options than fossil fuels? Probably a good thing, as a gradual move. Immediately stop making vehicles that produce carbon emissions and enact deadline dates for those moves? Uh, I dunno – maybe not so much. Maybe there are other options. Like this one, from the Washington Post : “Researchers want to create a dust shield in space to fight climate change.” I envision someone sitting on the couch watch ing the nightly news and hearing this amongst the weather and sports scores and thinking “WTH?!” I can also envision somebody like me, just catching a soundbite on this report and exclaiming to my wife, “Honey! Martians are gonna help us fight off global warming! We’re saved!” Well, a recent study was recently featured in many news outlets, includ ing the Post: washingtonpost.com/ climate-environment/2023/02/08/space dust-moon-climate-change/

and 70% between six and 11 years old have low vitamin D scores? Also, 82% of African Americans are vitamin D defi cient. “Houston, we have a problem.” (Gen X and Millennials may have to look that one up.) But I digress. In the race to provide better solu tions, we need to look at the risk/ reward. It is concerning that these ideas from people I would assume are pretty smart didn’t have those thoughts. Yeah, we can negate the effects of global warming with those umbrellas, but there’s a good many of us who don’t live to see it – those kinds of thoughts. I will really be watching more closely as the debate and proposed solutions “heat up.” Alas, it will be more of a reality to my offspring and their families to withstand the results. But what if the solar dust thing works and millions of folks flock to tanning salons to offset the lack of UV? Well if so, you heard it here first! ■

And guess what? This is not the first effort at implementing the concept. Back in the ‘80s, there was a proposal to place a thin, 1,250-mile shield between Earth and the sun. Well, how difficult could that be? Then in the mid 2000s, astronomer Roger Angel postulated a similar effect by sending trillions (not millions or billions) of small spacecraft with umbrella-like shields (Egad! A “Mary Poppins” flashback!) to block the sun. Others have thought of blasting a dust cloud from an asteroid between the sun and Earth. Those brilliant minds at MIT even proposed a raft of bubbles that could deflect the sun (and could pop without debris). They feel that if this method deflects 1.8% of solar radia tion, it could fully reverse today’s global warming. I almost dropped the glass of a nice Cabernet that I had just poured to begin my "Watchdog" research! Now, note that not a single one of these intellectual nuggets covered anything about the unintended conse quences of blocking the sun's rays from reaching Earth. Are they aware that 42% of adults in the U.S. are already vitamin D deficient (including me), 50% of children between one and five years old

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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JK Salon Spotlight

Oasis Tans Co-owners Nicole Swope (L) and her mom Ginny Bain

Oasis Tans Providing the JK Experience

The businesses featured in our JK Salon Spotlight have achieved success by partnering with tanning and wellness system manufacturer and worldwide industry innovation leader, JK Products & Services. This month, we talked to Nicole Swope, Co-Owner & CEO of Oasis Tans in Gillette, WY. She shared her thoughts about the relationship with Team JK and the ways it benefits her business.

at a salon where the Denver Nuggets Cheerleaders tanned. I was like, “Wow! This place is so cool compared to the salons in my hometown!” After college, I moved back home and started working at the coal mine to earn money, since I was broke (like most people after college!) I badly needed some vitamin D and got a tanning package at our local tanning salon thinking they would offer upgraded equipment like the facility in Denver had – not the case at all! I learned that the local bridal shop had three tanning beds in their basement that were for sale. I got the idea to purchase them, since I didn’t want to be

a coal miner forever and have to work night shifts. I knew Gillette needed an upscale tanning salon, so it was a no-brainer to research this new business adventure! I approached my mom about opening a salon with me and without hesitation, she said “Yes!” We ran some numbers and knew we could start a brand-new salon for the price the bridal shop wanted for just the beds! We did about 18 months of research traveling all over the U.S. checking out other tanning facilities. My mom and I got started in the tanning industry when we opened our first salon in 2009; we opened our second in 2015.

IST: When and how did you find your self In the tanning industry?

NS: I was going to college in Denver, CO and I purchased a tanning package

The Oasis Tans Lineup

TANNING SYSTEMS 1- Hybrid 1600 1- Hybrid 7200 1- Open Sun 1050

OTHER SERVICES 1-Wellsystem Relax Massage Bed 1-Mystic Tan Kyss Spray Booth 1-VersaSpa Spray Booth 1-Bleach Bright Teeth-Whitening 1-Fujimi Massage Chair

1- Inspiration 600 2- Passion 40/3 1- Soltron Hot Pepper 2- Flair 32/3 3- Sunrise 480 Stand-up 1- Sunrise 7200 Stand-up 1- Beauty Angel

1- Affinity 800 1- Affinity 900 1- Affinity 500

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(L-R) Team Oasis Tans includes Tanning Consultants Tatum Brown & Alexis Reimer; Tanning Consultant/Team Lead Raven Demott; Co-Owner/ Operator/Manager Nicole Swope, Salon Assistant Peyton Linneman; Tanning Consultants Arianne Roberts & Kaylee Latorre.

of the competition by offering the indus try’s most up-to-date spa and tanning equipment. Eric Matras has always been fabulous at reaching out to our salon informing us of new shows to attend, as well as the latest equipment launching. He has helped us create a great lineup of equipment to offer in our facilities. Eric is always willing to answer any questions we may have and share ideas to help us grow our business.

spray-tanning, as well as UV salon oper ator certification. Maintain the cleanest salon with the most knowledgeable and friendliest staff you can find. Make sure you are a membership (EFT)- based salon – this will help your revenue so much in the slower seasons. Try not to get discour aged in the slower season; it happens to all salon owners, so be financially prepared that your revenue will go down in the “JA SON” (July-November) months. Reach out to your product distributors for help if you need it! Network and learn from your peers and share ideas. IST: Are you excited for Experience JK this June? What did you love most about the 2022 event? NS: We are always excited to attend shows and visit new cities. We plan to attend this year’s event in Orlando and network with the best people in the indus try. Webinars are great, but nothing can beat an in-person tanning event for the hands-on training opportunities. Team JK always makes us feel welcomed and appreciated. The expos are so much fun, we always come home motivated with lots of new ideas! ■

IST: What do your tanners have to say about the TLT and/or Ergoline Equipment? NS: They absolutely love the hybrid technology! We have the Ergoline Prestige 1600 Hybrid sunbed and the Sunrise 7200 Hybrid stand-up, as well as the Beauty Angel booth. Local doctors commented about how amazing red-light therapy is and when they found out we offer a pure red-light therapy booth, they said it is one of the best things ever brought to Gillette, WY! We will definitely need to purchase another lay-down hybrid unit very soon, since it is our most popular piece of equipment. The 1600 Hybrid has so many features – it delivers a great tanning experience and a nice, sun-kissed glow. The hybrid units are a great way to educate our tanners on the benefits of the red-light beauty products, as well. IST: How has your partnership with JK/Ergoline helped you grow your business?

IST: What is your favorite Ergoline tanning system?

NS: My personal favorite is the Hybrid 7200. I love stand-up tanning since I get pressure points easily and I’m always on the go, so I love the color I get in the nine-minute session. I truly love getting the benefits of red light and a great, natural pop of color at the same time!

IST: What advice would you offer to new salon owners?

NS: Attend the tanning expos! You will find yourself leaving with a boost of confi dence and motivation you can share with your team and customers. Get certified in

NS: The Ergoline team has made recom mendations that will help us stay ahead

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Showcase TELL 'EM YOU SAW IT IN IST Magazine

NEW

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3. Sunshine Superstar™ INFLUENTIAL GLOW BOOST DARK TAN ENHANCER • Bronzer-Free Light-Diffusing Optimizer • Electrolyte Cocktail • Plant-Based Silicones • Complexion-Perfecting Golden C

2. White 2 Bronze Summer™ SUNSHINE OR SUNBED NATURAL BRONZING BUTTER • Electrolyte-Rich Cactus Water • Antioxidant Loaded Acai Berry • Powerful Superox C • Anti-Aging & Moisture Level-Protecting • Skin-Softening Cupuaçu Butter • Hydrating Coconut Oil • White Birch • After-Tan Odor Eliminators • Beach Berry Scent 8.5OZ. MSRP $48.98

• Antioxidant Rich • Youth Boosting • Contouring & Blurring • Porcelain Flower • Hyaluronic Acid + HA producing Hyalufix™ • Vegan Collagen • Pore-tightening Honey • Hypnotic Honey Scent 1.7OZ MSRP $54.98

• Powerful Superox C™ • Hyaluronic Acid + HA Producing Hyalufix™ • 4K Hydra-perfecting Base • Collagen-Preserving Agents • Indoor/Outdoor Tattoo & Color Fade Protecting • Imperfection-Blurring • Sweet Summer Escape Scent 12.25OZ MSRP $66.98

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4. CE Glow™ VITAMIN C INFUSED GOLDEN GLOW BRONZING SERUM • GlowPlex™ Evens Skin Tone & Supports Luminosity • Apple Cider Vinegar Balancers • Complexion Perfecting Golden C • Hyaluronic Acid + HA producing Hyalufix™ • Super-Slimming Technology • Highly-Concentrated Cellulite Smoothers • Collagen-Perfecting & Plumping • Antioxidant Pollution Defense System • Tattoo & Color Fade Protecting Technology • Sweet Nectar Glow Scent 13.5OZ MSRP $135 • Powerful Superox C™ • Glowing Light Enhancer X50 PhotoGlow™

6. Electric Aura™ DREAMY DARK PURELY PERFECT SUN LOTION • Tanning Optimizer

• Paraben/Gluten/Oil & Dye Free • Repairs Cell Damage & Increases Collagen Production • Anti-aging & Skin-firming Benefits Ceramide Complex • Calming Cucumber • SunXtend Color-extending Formula • Organic Grape Water • Green Tea Extracts • Soothing Cotton & Rice Extracts • Hypo-Allergenic & Allergen-Free Scent 12.25OZ MSRP $88.98 • Soothing Violet Flower • Sensitive Skin Hydrating

5. Crush on Color™ EXTREME DARK DHA BRONZING LOTION • Extreme Dark DHA Bronzing Lotion • Black Charcoal Detoxifiers • Color-Correcting CC Cream • Carrot Oil • Antioxidant-Rich Acai Berry • Skin Hydrating Ceramides • Blackberry Blast Scent 8.45OZ MSRP $31.98

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9. Double Bubble Body Wash COLOR-EXTENDING PH-BALANCING SKIN-SOFTENING BODY WASH • Sensitive Skin Formula • pH Balancers • Watermelon Extracts

7. H.I.M. Energy™ DARK DHA-FREE NATURAL BRONZER • Fast-Absorbing Lightweight formula • Rich Anti-Inflammatory & Antioxidant Blend • Anti-Reddening & Complexion-Clearing • Skin-Softening & Energizing

HA producing Hyalufix™ • Glowing Light Enhancer X50 PhotoGlow™ • Vegan Collagen • Plant-Based Stem Cells • Apple Cider Vinegar • pH balancer • Multi-use formula • Celestial Clouds Scent 1.7OZ MSRP $56.98

• Coconut Water • Cactus Water • Non-Alkaline Formula • 24-hour Hydration • Vegan, Sulfate/Paraben-Free • Mandarin Mimosa Scent 8OZ MSRP $16.98

• Anti-Aging, Tightening & Firming • Tattoo & Color Fade-Protecting • After-Tan Odor Eliminators • Sensitive Skin Approved Formula • Energizing Waves Scent 8.5OZ MSRP $35.98

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TWILIGHT TEETH P6 Teeth-Whitening Kit • Original Patented "Whiten While You Tan" System • Small, Comfortable Mouthpiece • Powerful UV Light • Minty, No-Rinse 25% Whitening Gel

• Up to 12 Applications • Gel Refills Available MSRP $44

NAIL SAVERS • Keeps UV from yellowing, drying & lifting nail treatments • Keeps spray-tan solution from staining nails & cuticles • Soft PVC vinyl (no latex) with UV Inhibitors • Pliable, flat-grip design • Reusable, one size fits all • Resealable bag contains 11 pink caps MSRP $14.99

ASA News “Sun Scare” Purveyors Purveyors Sizzling Over Bacon? By Joseph Levy ASA Executive Director & Director of Scientific Affairs

T here’s a $64,000 question in the ever find in a sunbed salon. Look no further than your kitchen. Years ago, the World Health Orga nization shocked many in the public health community by adding “processed meat” – yes, that includes bacon – to its list of substances it considers carci nogenic to humans. So, bacon now joins big-hitters including tobacco, plutonium and arsenic in that often misunderstood category – a category that since 2009 has also included UV exposure from the sun or a sunbed. The consumer has no idea what that list means. That’s because birth control pills, red wine and some artificial sweet eners have all previously graced that list. In short, being called a carcinogen does not mean a substance is carcinogenic in everyday doses or exposure. (Even the U.S. government says that in its defini tion of “carcinogen” that no one ever talks about). So when UV was added to WHO’s list in 2009 (it had been on the U.S. govern ment’s list since 2000), no one was talking about that all-important caveat. And no one was talking about the fact that, among Group 1 Carcinogens, only one is some thing you absolutely need in order to live. We’d all be dead without UV exposure. But when the WHO added bacon – a science of indoor tanning, and it has nothing to do with anything you’d

dietary staple in North America that, depending on which stats you believe, more than half of us consume – WHO felt it necessary to issue a four-page “Q&A on the carcinogenicity of the consumption of red meat and processed meat.” In that document was this explainer: “Processed meat has been classified in the same category as causes of cancer such as tobacco smoking and LET’S BE CLEAR: You don’t need bacon to live (some great punch-lines notwithstanding). You absolutely DO need sunlight and UV exposure. asbestos (IARC Group 1, carcinogenic to humans), but this does NOT mean that they are all equally dangerous. The IARC classifications describe the strength of the scientific evidence about an agent being a cause of cancer, rather than assessing the level of risk.” Let’s be clear: You don’t need bacon to live (some great punch-lines notwithstand ing). You absolutely DO need sunlight and UV exposure. But no such explainer was ever issued for sunlight or UV exposure by

anyone. That caveat turns a lot of heads. And when ASA gets the opportunity to explain it to government officials, they’re starting to understand it. Even more interesting when you go all the way to the details: WHO said the reason bacon and processed meat were added to the list is that eating 1.8 ounces of it daily increases your risk of colorec tal cancer by 18 percent. Compare that to sunbeds: Eating bacon has a greater statistical connection (18 percent vs. 16 percent) for a greater number of people (more than half of the population, versus less than ten percent) to a cancer that is more deadly and kills more people than skin cancer. And you don’t need bacon to survive (as opposed to UV and sunlight). And sunbed risks melt away when you remove sunburn oc curring in non-salon units from the data sets – something our critics always fail to acknowledge in their own data. So, that double-standard is out there now for everyone to see, and it can’t be explained away. Bacon is riskier, if you believe the stats (and that’s another topic entirely) but is being defended with cave ats that only make our industry’s case for responsible UV exposure stronger. Now that’s a story with sizzle. ■

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.

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Ergoline Focus

Wellness & the Power of Red Light

In recent years, wellness has become an increasingly important aspect of our lives. People are taking a more proactive approach to their well-being, from mental health to physical fitness. At JK, we are working daily to pave the way and offer new experiences when it comes to wellness equipment that features red-light technology. A red-light session is a non-invasive, pain-free treatment that uses low-level wavelengths of red light to penetrate the skin and promote healing. This tech nology has been shown to improve skin health and appearance, reduce inflamma tion, and has many other benefits. At JK Products & Services, we have developed a line of wellness equipment from handheld devices to full-body sys tems and water-jet dry massage, allowing people to experience the benefits of red light more than ever before. By incorpo rating red light into their daily self-care routines, people can improve their overall well-being and feel better both physically and mentally.

In addition to its wellness benefits, red-light therapy is also a sustainable and eco-friendly alternative to other treat ment types. Unlike traditional treatments that can be harsh on the skin or require the use of chemicals, red light is gentle and non-toxic. Using red light instead of conventional treatments can reduce our environmental impact and positively contribute to the planet.

Expand your horizon and discover the healing power of light! Join Experi ence JK on June 12 & 13 at the Gaylord Palms Resort & Convention Center in Orlando, FL to learn how red-light technology can improve your own health and wellness and that of your salon customers. Find more information at experiencejk.com.

With its proven benefits and ease of use, red-light therapy is a powerful tool for anyone looking to take control of their health and wellness.

Overall, JK Products & Services is leading the way in the wellness industry by bringing new equipment that utilizes the power of red light. With its proven benefits and ease of use, red-light therapy is a powerful tool for anyone looking to take control of their health and wellness.

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Lync IT

update your customer’s account on file. This means that the customer’s member ship will process without interruption even if there was a change to the card. We all know what this means: fewer declines, more revenue and less time spent contacting customers (with the worst-case scenario of proceeding to the collections process). There is also a substantial benefit to your customers. When they subscribe to one of your monthly recurring EFT memberships, they tend to “set it and forget it” and as a result, it’s not going to be on the top of their mind to contact you (and other vendors for which they have similar subscription-based products or services) with updated expiration dates, as an example. Having an account updater program in place will ensure that they can continue to take advantage of their EFT membership, avoid rejection fees, and also prevent an understandably awkward position of visiting your salon to be told at the front counter that their member ship is on hold – all without having to contact you to manually update their information. Does your salon management software have an integrated option that accommodates an automated card- updating service? Now more than ever, we need to provide a positive experience for all salon guests. Offering monthly recur ring EFT memberships, the ability to securely charge items to a card on file and implementing the account update feature are easy to do. Not only will your bottom line benefit, but you can be confident in knowing that the customer journey is a pleasant one. ■

Increase PAYMENT EFFICIENCIES FOR YOU & YOUR CUSTOMERS

By Melissa Damiani

M onthly recurring EFT standard in our industry for a long time, and contactless payments are becoming increasingly popular not only for mem bership subscriptions, but for point-of sale transactions, as well. If you haven’t already implemented a “card on account” option for your customers allowing for the processing of touchless transactions, you may want to do so sooner than later. Not only does this minimize the physical handling of credit cards or cash, it will also encourage additional purchases. What if one of your members would like to upgrade their session to a higher-level unit or purchase a product during their visit but they left their wallet at home? If you have a “card on account” function available within your current system for your EFT mem bers, you can easily charge the service or product to the customer’s account on file! When it comes to credit card pay ments, either via an EFT or card on account, there is a downside of potential declined payments, however. There are several different reasons for credit card declines that include cancellation due to theft or loss, outdated cards due to expiration or a change of account info due to fraud experienced by the provider, to name a few. transactions for tanning memberships have been a

The process of obtaining updated info from customers with a declined payment is very manual and costly, especially from a time perspective. If you have multiple locations, this may even deem a full-time staff position. Obtaining updated account info can require calling customers or sending email and/or postal mail communications. Not to mention that if you actually do reach a customer in arrears, when they receive your call they may opt to cancel their monthly recurring membership altogether. What is your average monthly decline rate for memberships? Want help with decreasing this average in a way that will surely minimize the time you spend attempting to collect updated credit card info from customers whose cards have de clined? If your salon management software program has an integrated option that accommodates an automated card-updat ing service, then you are in luck! An account-updater payment technol ogy connects to credit card companies on a daily basis to fetch updated account info and if available, will automatically

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 management 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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Monthly Motivation

Another effective method to that end is pulling back your company’s curtain. Behind-the-scenes Photos I believe in this method of social media marketing so strongly, I had my team create a separate profile dedicated to it – the Grant Cardone Enterprises Instagram account. While we do occasionally publicize offers on this page, its main focus is showing how we do business. This account features photos of top-producing staff succeeding and performing their jobs, how our events are set up, and interaction with clients. In short, it walks prospects through what their customer experience would look like. Definitely include this as a part of your Instagram business strategy. Promo At the end of the day, you are a business owner. You must use all of your social media platforms to promote your company, products and offers; Instagram is no excep tion. IG posts like these should be featured on both your Stories and Feed as soon as they go live – and often.

Guide to Instagram Posts for Business Owners By Grant Cardone

Reels In my opinion, video is an evergreen marketing tactic and the best way to connect with potential customers. It’s the next best thing to talking with them face to face. That’s where Reels come in on Instagram. Reels are 15-to-90-second videos that live on your Feed. These videos give you a chance to:

It’s a simple concept: To do well on Instagram, you have to create great content. So what can you post and how do you make that content work for your company? The two areas you can post on your Insta gram account are your Feed and your Stories. The difference between these two is that on your Feed, content is permanently displayed there on your main account page. When you are first establishing your account, this is where your focus should be because it is what people see first. However, content uploaded to your Stories disappears within 24 hours. Stories have some features that make them great for business owners to connect with customers. Stories You may be wondering, “If a story only lives for 24 hours, how can it impact my bottom line?” The answer is simple: BRAND AWARENESS. Because you can post up to 100 Stories – photos or short videos – in a day, you can keep your followers engaged and your company at the forefront of their minds.

• Provide quick tips • Promote your business • Showcase your personality

In a Reel I posted about money and mindset, I used a little bit of humor, dropped some knowledge and shared my beliefs. It gave old and new followers a chance to see what I’m about. There are tons of ways to use Reels to reach your goals with Instagram. I encourage you to be creative. Quotes Quote graphics can easily be shared to Stories, too; however, I suggest you throw a few on your Feed for a couple of reasons. Because people love inspirational quotes, they will often save the posts to look at later. This is a great method to stay on your audience’s radar. Next, these graphics are very shareable, meaning others tend to repost them to their Stories. When they do so, you reach those you might not have otherwise. Again, you are making your audience see you as a person and not just an entity.

TRUST ME: YOU CAN NEVER POST OR MARKET TOO MUCH!

Instagram users are flooding the app with over 95 million photos per day. If you want to see any significant results, you need to make numerous promotional posts. And when it comes to posting, consistency and quantity are crucial. But for social media to be truly effective, you have to participate in the social aspect of it, as well.

MONEY FOLLOWS ATTENTION, SO STAY IN FRONT OF YOUR FOLLOWERS.

Next Month: Additional Guide to Instagram Growth Strategies ■

VectorMine / stock.adobe.com

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 mil lion. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers 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.

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Notes from the Road

Super Team Meetings By Lisa Saavedra

I believe the difference between the average salon and a super salon is its employees. No matter what the industry or job type, staffing problems tend to be the same: unmotivated employees, poor team work, sluggish sales, etc. The super salon op erators identify their staff’s weaknesses and correct them before they become a larger problem. One way to ensure that everyone is on the same page is to have monthly staff meetings. There are ways to keep your staff motivated and make meetings fun and ex citing, as well as an opportunity for monthly reflection and staff growth.

up and make them feel more at ease. You could play “Jeopardy” or “Who am I?” For “Jeopardy” you ask questions about things that pertain to your salon, equipment or products you carry. With “Who am I?” you describe a lotion without using its name and let the staff guess which one you are talking about. Always have prizes such as lotions, gift cards, etc. Staff will get excited before meetings because they don’t know what the game or prize is going to be – something for them to look forward to. The meeting’s first hour can include the game and a few training refreshers; the

said they all agreed that they work as a team and when they are all aware of what improvements each team member is trying to make, it helps them stay on track and support each other. Concluding these meetings, he asks each staff member for their input on sales ideas or promotions for the following month. He finds that by allowing staff to help create promotions, they tend to sell more of the sale items because they feel invested in the process. No matter what you do to keep your staff on the same page, consistency is key. Constant re-education, positive reinforcement, as well as constructive and helpful criticisms make for a strong and well-rounded team. The more you appreciate your staff and reward their loyalty, hard work and dedication to your company, the more they transform from team members into your best brand ambassadors. Always remember: Brains, just like hearts, go where they’re appreciated. ■

Consistent and well-planned meetings keep your team motivated and offer an opportunity for monthly reflection and staff growth.

second hour is for presenting upcoming sales promotions, as well as discussing ways each staff member could do better. Another salon operator I know calls this “The Good, The Bad and The Ugly” – and I really like the concept. Prior to the meet ing, he prepares information regarding performance, work ethics, cleanliness and punctuality. He tells each staff member something they are doing great (The Good), something that they could improve on (The Bad) and something that needs immediate correction (The Ugly). When I asked if his staff gets embarrassed hearing about their shortcomings in front of their peers, he explained that there was a group conversation about whether or not this feedback should be given privately. He

Consistency is key. I recommend holding staff meetings on the same day and time every month. A salon owner expressed to me that meeting on a Friday, Saturday or Sunday can make his staff feel as though it is a punishment. If it’s consistently planned and staff are made aware of this upon being hired, it doesn’t cause many scheduling conflicts. It is also critical to pay staff for attending. By doing this, you are demanding their full attention (no cell phones) and you are able to make the meeting mandatory. It’s a good time to enjoy cookies or a pizza so that the meeting is also an occasion to celebrate staff birthdays or work anniversa ries together. I recommend that the first event of the staff meeting be a game – loosen everyone

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.

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Commit to Your Tan

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Trending @DevotedCreations

A Trip Down Memory Lane

With this being said, the technology within our ingredi ents and lotions progresses over time and this is where some of our brand development team’s ideas originate. Along with that, skincare trends progress and we always like to incorporate them into our products. A product you used to love that may have been discontinued may be in need of a facelift – and that is exactly what we do. We may take a similar idea and completely transform it to create a more superior product for consumers. We love to help our salon customers find a great new product to offer their tanners that is similar to one that may have been discontinued, yet is now upgraded. While we are staying on the cutting edge of tanning and skincare every day, Team DC still LOVES to hear about everyone’s OG faves and take a trip down memory lane! We took to our socials and asked what discon tinued product our fans wish we would bring back and why. Let me tell you … there were some great answers and our followers showed their longstanding love for DC products! ■

By Madeleine Harrington Digital Marketing Coordinator & Product Specialist A s development and demand grow in the tanning industry, so do Devoted Creations products – more innovative and advanced, with increased levels of skincare benefits. Product development is extremely important to everyone at Devoted Creations. A little back story about DC goes something like this... We have been a true product manufacturer in the tanning business for over 25 years. One of the coolest things is that every thing is done onsite at the Tampa,

FL facilities. This includes an in-house graphic design staff, lab/chemists, production staff, manufacturing, shipping, marketing, legal and of course, our brand development team. Another interesting fact about Devoted Creations is that in almost all of our products, the first ingredient is aloe vera – unlike products made by other skincare companies. The benefits of aloe over water include its well known healing and moisturizing properties. We like to say our main focus is skincare with the added benefit of a gorgeous tan.

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UK View

The “Lipstick Effect” By Gary Lipman

F irst quarter results are in and the tanning season is well underway. From where I am sitting, 2023 is looking good. In fact, as one of my favourite TV actors, Larry David would say, “Pretty, pretty good!” After the bounceback bonanza of 2022, I guess there was a line of thought that accepted 2023 could very well see things settling into pre-pandemic levels. But as things are turning out, this is simply not the case. With 2022 proving to be our best year ever – as I understand this was similar for many companies in our sector – I would not be surprised to see 2023 surpass 2022 records! The indoor tanning industry certainly appears to be a business sector that has shown resilience and growth despite a long list of challenges including

that we can see impacting other business sectors differently. But for the indoor tanning industry and to some extent the personal care sector as a whole, I suggest there can be no doubt we are benefitting from the consumer behaviour phenome non known as the “Lipstick Effect.” A term first coined during the Great Depression in the 1930s when despite widespread economic hardship, sales of cosmetics remained strong and, in partic ular, sales of lipstick. The idea behind the Lipstick Effect essentially is that during We must continue to use this upward trend in salon footfall as an opportunity to educate and inform about responsible tanning. times of financial uncertainty, consumers are likely to feel anxious and even uncer tain about their future. A consequence of this is that they will be less likely to invest in big-ticket purchases. However, they will still choose to indulge in small luxuries or activities that make them feel and look good, such as lipstick, or as we are clearly seeing in our sector, a tan. The Lipstick Effect really is a fascinat ing example of how consumer behaviour can be influenced by economic conditions and how small indulgences can provide much needed comfort and security during uncertain times. And I have no doubt we are all thankful for this. But I do not believe the success of our bounceback is purely due to the

Lipstick Effect and this was a belief reinforced at SHINE, the UK and Europe’s only dedi cated B2B event for the tanning industry.

From consumer research content through to salon

owners’ and managers’ own feedback from the public, we know for a fact that consumers are not only using tanning beds to tan, they are also using them for health benefits they see for themselves. Whilst we cannot and do not promote health benefits as a cosmetic tanning industry, there can be no doubt that the public now understands, probably better than ever before, the benefits of regular, responsible UV exposure. This is likely to be another reason why we are seeing the tanning season starting earlier in the year than pre-pandemic times as consumers crave sunshine after the long, dark winter months that we experience in the UK and across northern Europe. Whatever the reason behind the choice to tan, as an industry we must continue to use this upward trend in salon footfall as an opportunity to educate and inform about responsible tanning. That is good for business and importantly, good for consumers, too! ■

the pandemic, impact of the energy crisis, rising interest rates and cost of living crisis for consumers. It is undoubtedly a com plex situation

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.

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Feature

However, many (including me) usually fall asleep during the session and the eyes may not be completely closed, resulting in a possible corneal burn. It may feel as if there are grains of sand in the eye – usually a sign that the surface of the cornea has been burned. Not good! Remind your salon guests that unpro tected exposure of the eye to UV may result in cumulative long-term damage! FDA compliant eyewear must block 99.9% UVB and 99% UVA. From the FDA regulations: (4) Protective eyewear. (i) Each sunlamp product shall be accompanied by the number of sets of protective eyewear that is equal to the maximum number of persons that the instructions provided under para graph (e)(1)(ii) of this section recommend to be exposed simultaneously to radiation from such product. Some compliant eyewear may come with elastic straps to keep them firmly in place while tanning. Did you know that

Vanity or Vision? By Joe Schuster

A fter a long winter of practically hibernating indoors, one of your loyal customers enters your salon on a magnificent sunny, spring day – she’s ready and primed to “get her tan on!” Pleasantries are exchanged and a hearty “welcome back” is delivered. The customer’s account is verified in good standing on the computer, the result of purchasing an annual package a few months ago. Grinning with anticipation, she turns to stroll down the hallway to her favorite sunbed. As she turns, you ask if she has her FDA-compliant protective eyewear with her. She laughs and exclaims, “Of course!” You then ask her to show you the eyewear to confirm. Does this query create an uncomfortable situation or is it the standard of customer care you regularly enforce? When teaching a classroom session of our Sun is Life® Salon Operator Training, I usually will ask the attendees what percentage of their salon guests use FDA compliant eyewear. Answers will range from 50%-75% with some even loudly reporting 100%. I ask those 100%-ers if they are absolutely certain; they always confirm that they are. I follow with, “How would you be able to confirm, unless you were in the room with them?” Herein lies the dilemma.

It is an FDA (and in many states) requirement per 21 CFR1040.20 that salons provide tanners with compliant eye protection. So why do many folks gloss over wearing it? Is it discomfort? Are they unconcerned about the consequences? Too expensive? Don’t want “raccoon eye” tanlines? Well, maybe it’s all or some of the aforementioned. But wearing com pliant eyewear is not an option and not

You and your staff must do everything possible to ensure your guests are aware of the possible consequences of unprotected tanning.

wearing it can result in cumulative long term eye damage. Too much unprotected exposure to UVB can damage the cornea of the eye, while too much unprotected exposure to UVA damages the retina. Simply wearing sunglasses or closing your eyes won’t prevent potential damage. The eyelid only contains a miniscule amount of melanin and can not block these rays from your eyes and sunglasses typically will not sufficiently block the UV nor do they completely shield the eye. Do your guests know these facts? If a tanner simply chooses not to protect their eyes while tanning, they may not

if the tanner does not use the straps, the eyewear is no longer FDA-compliant? In sum, you and your staff must do everything possible (except of course, barging into the tanning rooms to check!) to ensure your guests are aware of the possible consequences of unpro tected tanning. What’s more important: vanity or vision? ■

Get the Facts with...

feel that any damage has occurred after one or even several sessions.

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