Sample - a way to increase cosmetic sales in your salon
You will read this article in 5 minutes. You will learn:
- Why selling products in your salon is the easiest way to increase your salon’s income - especially in this day and age
- How to increase sales of tanning products with different types of clients
- How to get a guaranteed free cosmetics package from 7suns
Why you should invest in tanning lotions
In recent years, most salon owners have decided to increase their per-minute tanning rates. Such decisions, however, have to be made carefully - some owners are concerned about exceeding the price limit that customers are willing to pay for just using a tanning bed.
In this situation, effective sales of cosmetics will be the easiest way to increase the profitability of our business. You will find tanning cosmetics in most tanning salons - but still, only a small proportion of them make full use of their sales potential. The mark-up on salon sales of cosmetics can range from a few dozen to as much as 150%. Building an interesting product range does not require huge profits or make a massive investment, but it can be key for a salon.
How to sell more successfully?
With more than 20 years in the industry, and with thousands of conversations with salon owners under our belt, we have been able to track down the most common areas that are responsible for successful cosmetic sales:
- Staff education
It is not enough to know that tanning products ‘make you tan a little faster’. Today’s customer is increasingly aware - they know how to read ingredients, look for specific active ingredients, fragrances, formulas… The salesperson must keep up with them! Fortunately, sources of knowledge are plentiful - the manufacturer’s websites, leaflets, our blog… - Staff motivation
If a salon staff member does not feel a tangible benefit from selling additional products, unfortunately, the chances of selling the lotions diminishes dramatically. The simplest way to reward active employees could be with a commission system, but (depending on the individual) the following can also play an important role: praise, flexible working conditions, the opportunity to expand one’s knowledge and test new products. - Well thought-out product portfolio (selection) and attractive presentation
Thoughtful choices are important, meaning that “the bigger the better” is not necessarily the best. In addition to several types of formulas (accelerators, bronzers, 2-in1’s), it is also worth having products from different price ranges (in the case of 7suns, the Golden Collection and Coloured series or the Inky brand) and lotions dedicated to men (CODE) or even specific body parts (Special Line). Thoughtful choices are important, meaning that “the bigger the better” is not necessarily the best. In addition to several types of formulas (accelerators, bronzers, 2-in1’s), it is also worth having products from different price ranges (in the case of 7suns, the Golden Collection and Coloured series or the Inky brand) and lotions dedicated to men (CODE) or even specific body parts (Special Line). TanEmpire Specialists will be happy to help you tailor an offer to your needs. Ask for catalogues, displays and leaflets - any additional material will make it easier to present the product and increase its value in the customer’s eyes.
Samples - a solution for all customers
Samples are a great help in selling full-size sunbed lotions. In what situations is it worth using them?
- A client with skin allergies who is concerned about buying a product that has not been tested on their skin
According to a 2018 study, up to 40 percent of UK residents suffer from allergies - and this percentage is growing at an alarming rate! - Customer being sceptical of novelty and change
This way, the customer doesn’t have to ‘take the staff’s word for it’ - after the first session with a properly selected product, they will notice for themselves that the cosmetic speeds up results and leaves the skin smooth and soft. - A client who is attached to drugstore products
The customer will have the chance to see that a salon’s product means faster absorption and much better results. Using tools such as samples also supports sales through two widely described psychological effects. - The reciprocity effect
A customer who has received a free gift (even one as small as a sample of cosmetics) will feel more closely associated with our salon and is more likely to make a purchase there. - The loss effect
Even if dry tanning has been sufficient for a given client for many years, after a positive experience with cosmetics, it will be very difficult for them to give up the sensation of being a nicer shade, skin feeling nicer to the touch, or faster results. It is thanks to this that we are generally moving to ever larger flats and even more comfortable cars.
It doesn’t stop there!
Most of the samples available on the market are 3-5ml sachets, which, unfortunately, is impossible to realistically test the lotion whilst tanning. 7suns samples are available in 10ml packs, allowing for one full tanning session. Check out the samples currently available in our shop.
How to receive a free sample pack for your salon?
- Buy any 7suns cosmetics for a minimum GBP 100 net. The free sample pack will automatically be added to your basket
- The promotion is valid until 29.11.2022 or until stocks last
- In order to receive a package, you must have wholesale status on our online store. If you do not have one - please contact any of our sales representatives.
- As there is a limited number of packages, orders are on a first-come, first-serve basis.
