Nik’s Marketing Minute February 2012
With the recent buzz surrounding Dr. Mercola’s interview on the Dr. Oz television show, the health benefits of tanning have been gaining positive press. The interview was important for the tanning industry since Dr. Oz is a very well respected health guru and his popular show reaches a large audience. He said he is re-thinking his position on indoor tanning sunbeds because they are an abundant source of natural vitamin D production as well as other compounds made in the skin.
As more and more Vitamin D research is published the importance of Vitamin D is getting stronger, so now is the time to make ‘sun beds’ the focus in your salon marketing campaigns and to promote their health benefits, as well as cosmetic advantages. Looking to attract Vitamin D deficient clients? Find out why marketing a ‘sun bed’ rather than a ‘tanning bed’ is key!
“The sun provides vitamin D in a very unique way. But it also provides tons of other compounds besides vitamin D.” Oz said in an interview on his own program with health educator Dr. Joseph Mercola. “I am rethinking tanning beds. In the last year I have looked at a lot of information. …I think there is a value of UVB radiation, not just for vitamin D but for other sources as well.”
First we must take a step back and realize the Indoor Tanning Industry is in the ‘sun’ tanning business. In other words, the ‘sun’ is our business. The problem is that most people don’t associate a tanning bed with sunlight. It’s important that we look at ‘sun beds’ as part of the health industry rather than as ‘tanning beds’ merely for cosmetic use. This small difference is important in attracting health-conscious clients into your salon. In advertising campaigns throughout the year, make sure your salon promotes the health benefits from the ‘sun’ services you offer.
Try to keep recent Vitamin D news articles in your salon for clients and staff to read. Carole Baggerly from Grassroots Health says that we can prevent 75% of breast cancer and colon cancer deaths if we have between 40 and 60 ng/mL of Vitamin D blood serum levels in our body. This is incredible news. You can get Vitamin D three ways; food, supplements, and sunlight.
Some studies suggest that by keeping your Vitamin D levels balanced helps build strong bones and a healthy immune system to fight off flu symptoms, depression, cancer, and more. The cold and flu season is a great time to promote the Vitamin D benefits of sun beds. UV light sessions help us to absorb Vitamin D and we know we have a sufficient amount when our skin’s pigment goes darker.
Sun beds offer controlled, moderate exposure, helping to prevent Vitamin D deficiencies during months when everyone needs the sunshine vitamin the most. Make it clear to your clients that your salon has certified skin care professionals and/or Smart Tan certified salon consultants to determine their skin type and sun bed exposure time. Aim to retire the use of ‘tanning beds’ and instead promote the term ‘sun beds’ for safe and optimal Vitamin D absorption.
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks, 
nik@uvalux.com
