FUTURE OF TANNING Focus Your Marketing on Beauty, Wellness and Fitness Results THERE’S a reason the most future-ready salons aren’t talking about tanning first—they’re talking about how they help people feel better, recover faster, and achieve a smoother, brighter complexion. It’s not because services that provide those kinds of results are more important to your business than tanning. It’s because your market already knows you for tanning. There’s more to gain and nothing to lose by focusing your efforts on expanding your clientele with services related to beauty, wellness, and fitness. As Tanning Supplies Unlimited Vice President of Sales and Marketing Bill Pipp explains in this month’s cover feature on page 45, you don’t risk losing tanners by focusing on wellness. You simply open the door to an entirely new tier of high-value clients. These programs represent some of the most in-demand beauty and wellness outcomes in today’s consumer landscape, making not only the user experience but also your marketing and promotion simple and intuitive. There’s a massive market of consumers looking for these type of effects all over the U.S.—realistically, far more people than are looking for tanning. In fact, plenty of people are already using services to get those results at other businesses in your area—and unless it’s at another tanning business, it’s almost guaranteed that they’re paying more for less than they would at your salon. “The No. 1 thing they should do is create a menu board that can be set up right on the counter of what these services cost in your area. People will drive farther for this kind of product that helps with wellness. People will come in for these because they’re paying a lot more for those services. You can provide convenience, ease of use, and the fact that they might be able to get other services if they sign up for an R11 package. Rethink how you want to price it. What are they getting in addition? You can package the R11 with other wellness-related products. Maybe sunless and maybe tanning. That’s quite a value, especially when you’re telling them how you can address all these issues,” Pipp says. The future of this industry isn’t about replacing tanning—it’s about reframing your identity so beauty, wellness, and fitness clients immediately see themselves in your business. When you make that shift, the conversations change, the clientele changes, and so does the value of every service you offer. The R11 simply gives you the perfect tool to open that door—but the win begins the moment you decide to start speaking their language first. For more information, contact Tanning Supplies Unlimited at 800-569-3911 or tanningsuppliesunlimited.com “Start thinking about how you get that clientele you don’t already see—the ones who don’t even know you’re there. How do you reach them? What do you say? What new keywords do you put on your website? Don’t just say, ‘We now have this unit’—make a big deal about it. You used to have free tanning days—now have free beauty, wellness, and fitness days,” Pipp says. “Decide how to market to them with new equipment. Build relationships with other businesses where those customers already go. Refocus your marketing to reach the demographics that are most prevalent in your area. That may mean changing your keywords, what you’re posting on your feeds, making sure you hit YouTube, Instagram, or Facebook—wherever those consumers are.” The new KBL R11 Redlight/ Infrared All-LED Full Body Therapy Machine is designed for exactly this moment—making wellness marketing easier, more specific, and more effective than ever. KBL invested the time and resources into performance data testing required for 510(k) clearance so salons are able to discuss and promote specific outcomes that are highly desired amongst today’s consumers. With one unit, you can promote six distinct wellness programs: 1. Anti-Aging – Targets skin rejuvenation, fine lines, and elasticity. 2. Beauty – Focuses on skin appearance and tone. 3. Pain Relief – Uses controlled infrared to support recovery and ease discomfort. 4. Energizing – Promotes vitality and alertness. 5. Slimming – Raises and maintains body temperature to influence metabolism. 6. Recovery – Aids in muscle recovery and general wellness. 61 SMART TAN MAGAZINE DECEMBER 2025 SMARTTAN.COM
Smart Tan Magazine December 2025: Page 64
