IST | August 2023 Digital Edition

Industry Evolution

DearReaders,

Well, there’s one good thing about record heat … it makes laying out in the natural sun a lot less fun! If you’re blessed with good customer traffic, you can make the most of those sales opportunities with the tips provided in this month’s “Notes from the Road”. Don’t let “JASON” get you down! You can always find ideas in your IST Magazine for keeping revenue alive during the summer.

For the tanning industry, the hot summer kicked off with the much-anticipated Experience JK 2023 in Orlando, FL. It was a truly top-notch event – Team JK has perfected the formula and I enjoyed seeing the energy of all the attendees. They had access to business experts, veteran product manufacturer reps and much more offered by this world leader in tanning and Wellness technology. The goal was to introduce the newest and most innovative tanning and Wellness systems to those salon operators who are considering diversification, with tanning being just one part of an overall Wellness service menu that will attract new clientele. For over four decades, my salon chain offered one thing – tanning (UV and sunless) – and succeeded by doing it the best. But as with any industry, evolution is a natural and often necessary process. There are some great, cutting-edge options out there! Coverage of the action from Experience JK and information about their new Wellness systems begins on pg.14.

Evolution in business can be a daunting concept, but it can begin simply by helping your salon staff do their jobs more effectively. You can level-up your team’s performance by investing in the Sun is Life® Salon Operator Training. Give them the tools for success with your UV tanning services while elevating your guest experience and creating loyalty. Training also helps them be more confident when selling any new menu offerings you might pursue. Our training program is available online 24/7 – visit sunislife.com today!

Thanksforreading!

Publisher Vince Lorraine

Editor In Chief Vince Lorraine

Managing Editor Sherron Barden

Assistant Editor Peter Hinterman

Editorial Advisory Sherron Barden

Graphic Design Hailey Carriger

Accounting/Circulation Kim Davis

Senior Account

Executive Terese Allen

Contributing Writers Grant Cardone

Melissa Damiani

Madeleine Harrington

Gary Lipman

Lisa Saavedra

Joe Schuster

Leif Vasstrom

HOW TO REACH US 14165 FENTON RD., FENTON, MI 48430 810.230.1735 fax 810.230.1115 istmagazine.com

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August 2023 | Volume 27 | Issue 7 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

Vince Lorraine, Publisher

If there’s something you’d like to see in your IST, please email vince@istmagazine.com.

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7 Questions with...

JACOB HALE

Business Development Manager, Norvell

1. HOW DID YOU COME TO YOUR JOB WITH NORVELL?

Around 2014, I saw a post online by (longtime Norvell team member) Tennille Cardinal with a cool picture and place – she was working at a tanning industry trade show. I messaged her, ”I don’t know what you do, but I want to work and travel like that.” She later responded and told me about her job and the company she worked for. At the time, I was bartending in downtown Nashville and farming. I met (Norvell founder) Rick Norvell and was hired in 2015 as a customer service rep. It has been a fun and wild ride ever since!

2. WHAT DO YOU LIKE TO DO IN YOUR SPARE TIME?

I grew up on a farm in Defeated Creek, TN. Yes – it’s a real place, a small town and our neighboring towns are Difficult and Pleasant Shade. For generations, my family has raised tobacco, milked cows and we currently work with horses – Belgium, Percheron, Quarter, TN Walkers, mules – and my sister recently added a dwarf pony that loves to bite. I am most at ease when I am around horses. There’s something about the gentle giants that I really love. If I am in the house, I like to get on my PC or PS4 and relax with some online friends. I have been playing MMO-type games for around 15 years with the same folks. I also love to fish and hunt; I really enjoy nature and I’m finding that I do not take enough time to just enjoy

the outdoors. So, if you ever see me post on FB or Insta a picture in a hay field, you are welcome to stop and grab a bale or ten. It’s super fun and not itchy or hot at all, “I promise.”

3.

WHAT IS ONE OF YOUR PET PEEVES?

I struggle with people who have a lazy work ethic and make excuses. Just work hard and be honest!

opportunity to visit Switzerland and Italy. It is a hard choice between Zurich, Switzerland and Italy’s Amalfi Coast.

6. WHEN YOU WERE A KID, WHAT DID YOU WANT TO BE WHEN YOU GREW UP?

4.

WHAT MOVIE CAN YOU PRACTICALLY QUOTE FROM BEGINNING TO END?

LOL I am a little ashamed to admit this, but it’s “Bridesmaids.” I have it saved on my phone for flights that do not have internet or when there is nothing good on TV at the hotel.

I always wanted to do one of three things: work with animals, be a country music singer, or have my own TV show like “Marty Stouffer’s Wild America.” Animals are my happy place and just amaze me with all they can do. And let’s face it: I sound better singing in the car alone.

7. WHO IS YOUR HERO (AND WHY)?

5.

WHAT’S THE MOST BEAUTIFUL PLACE YOU’VE VISITED?

Although Defeated Creek is a pretty place, I was recently blessed with an

This is a tough question! So many good people in my life do amazing things. My group of heroes grows daily – family members, friends and people I see take a leap to start their own businesses while raising a family. Someone who tries to better themselves will always be a person I admire. ■

EXPERIENCE JK 2023

June 12-13, 2023

Orlando, FL

A 360 Wellness Experience like never before, Experience JK 2023 was unforgettable.

PhotographybyJoslynMiller,JKProducts&Services

Along with Co-sponsors Devoted Creations, Sunless Inc., Lucas Products and others, JK Products & Services hosted an incredible tanning and wellness industry event like the tanning community has never seen!

NEW Equipment. NEW Red Light. NEW Experiences ... That is exactly what JK came to deliver. With the announcement of a new partnership with Celluma Light Therapies, a launch of the new wellness equipment including Revive Red Light Series, SolEnergy Sauna, Wellsystem Wave and the Vitality series by Ergoline, JK was thrilled to showcase the new wellness portfolio of equipment for customers and attendees.

The Products

Revive – Featuring a cutting-edge combination of Red Light LED and Infrared technology, the Revive Red Light Portfolio features equipment to enhance skin care, total body rejuvenation and active recovery. The next generation of red-light technology has arrived and Revive systems will enhance performance and wellbeing across all platforms.

SolEnergy – Infrared Sauna offers ultimate detoxification. A specifically designed, Zero Gravity Relaxation Lounger is individually controlled based on the user’s preference. Reaching an internal temperature of 130°F, the system creates an environment for detoxifying the body while relaxing the senses.

Wellsystem Wave – This automated, fully immersive relaxation combines water-jet dry massage with chroma, aroma, sound therapy and meditation. The massage system does more than relax muscles, it provides a multisensory experience that guides the user on a wellness journey.

Vitality by Ergoline Series – Offering a Trio of UV & Light Technology, the combination of Red Light, Blue Light and UV provides optimal tanning results with user customization and complete session control from personalized UV settings to a fully UV-Free session.→

Exclusive Giveaways

JK Shop Biggest

Discounts Ever

Industry Speakers

Educational Sessions

Training Sessions

New EQUIPMENT

Red Light, Infrared & Massage

The Full 360 Experience

Entering Experience JK, customers and business owners had the opportunity to explore Wellness Avenue. To the left, attendees visited with vendor representatives and participated in educational sessions. To the right, they escaped to a world of wellbeing with curated spaces, seeing the new innovative technology and equipment and testing it – a fully immersive experience, transporting each attendee into a world of Wellness and relaxation.

A unique industry experience like no other! Owners and operators were the first to try the new equipment by scheduling appointments to demo the latest products, with the opportunity to “try before you buy.”

“We challenged ourselves to re-imagine the possibilities in our industry with the combination of enhanced business practices alongside cutting-edge technology,” stated JK Products & Services President & CEO, Brynn Scarborough. “It was our goal to create a space and opportunity for salon owners to truly experience what’s next, from equipment to services and skin care. Team JK caught the vision and executed impeccably and our industry showed up with enthusiasm!”

Talk about experiences! JK Shop featured a pop-up shop dedicated to featuring JK’s newest items available to salon operators and offering them the best deals on lotions and accessories. JK Shop loved meeting one-on-one with their customers and looks forward to seeing them again next year! →

“I must say, this event was a truly refreshing and enjoyable experience. One of the highlights was the opportunity to not only see new equipment but to experience it firsthand. This interactive approach by the JK team allowed us to truly understand and appreciate the value of their equipment and products.

“The event was held at a beautiful resort, and the amenities provided were simply above and beyond. It was evident that JK had put a lot of time and thought into the smaller details and personal touches, which made a significant difference in the overall experience. From the JK-branded notebooks and training materials to the excellent signage throughout the event, every aspect was carefully considered.

“Their team made a genuine effort to put a face to everyone’s name, which created a warm and welcoming atmosphere. It was wonderful to be able to connect with the people behind the brand and have meaningful interactions and conversations.

“Overall, Experience JK offered a fantastic opportunity to not only learn about new equipment but also to immerse ourselves in the world of tanning and wellness. The combination of interactive experiences, thoughtful details and personal interactions made it a memorable event. I highly recommend attending the JK event to anyone who wants to get a firsthand look at the latest products and equipment and experience the exceptional hospitality of the JK team.”

Claytin Williams, General Manager Fierce Tanning – Greater Cleveland, OH

“We have been an Ergoline, JK America client for some time now and really appreciate the customer service they give us. From the sales team to the equipment support to the lotion sales – we treat it as a one-stop shop for all our salon needs. Our representative, Eric Matras, keeps in touch with us about our systems and needs to gain positive traction in an ever-changing industry. We greatly appreciate Eric and the time he takes to look out for our account with JK. We pride ourselves on offering only the best equipment in all our salons.”

Mike Sellars, Co-Owner Envy Island Tan – South Georgia

Speakers, Education & Resources

Attendees had the opportunity to grow and learn from exclusive speakers like Patrick Johnson, CEO & Founder of Celluma light technologies; Austin Peterson, Co-Founder & Financial Planner of Backbone Planning Partners; Dr. Drew Denson, The Source Chiropractor; Megan Racine, Devoted Creations National Sales Trainer; Brandon Cardinal, Sunless Inc. VP of Sales, and others.

DC and JK wrapped up the event at the Experience JK closing party, where attendees could take home some of the biggest giveaways in JK history! Customers had the opportunity to win a Revive Pro Stand, $2,500 credit for JK Shop, a $5,000 credit toward purchasing Wellness equipment from JK, and the grand prize: a Sunrise 7200 Hybrid stand-up!

“JK is passionate about offering our customers solutions to expand services and evolve markets, but most importantly, enhancing Wellness and wellbeing,” added Scarborough. “We are excited about what is next for JK and look forward to a future of health, fitness, innovation and light.

Thank you to all who attended Experience JK and those who support us every day! You are why we can come back each year with new products, events and experiences!”

Only The Best – JK Products & Services, Get Ready for More to Come! ■

“We challenged ourselves to re-imagine the possibilities in our industry with the combination of enhanced business practices alongside cutting-edge technology.”

Brynn Scarborough

JK Products & Services President & CEO

IST Magazine

COLOR BARRIER BREAKING VIVID

NATURAL BRONZER

• Immense Levels of Natural & Instant Cosmetic Bronzers

• Formulated for All Light Hues

• pH Balancers

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• Cashmere Blend 24-Hour Hydration System

• Tattoo & Color Fade Protecting

• Beaming Starburst Scent

13.5OZ MSRP $149

DAILY HYDRATOR

• Cacay, Avocado & Coconut Oils

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Cream™NEW MULTI-USE, AIRBRUSH LUMINIZING SKIN TINT

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1. Moonrise™ NEW

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• Tattoo & Color Prolonging Technology

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18.25OZ MSRP $26.98

VITAMIN C INFUSED GOLDEN GLOW BRONZING SERUM

GlowPlex™ Evens Skin Tone & Supports Luminosity

Apple Cider Vinegar Balancers

Complexion Perfecting Golden C

Powerful Superox C™

Glowing Light Enhancer

X50 PhotoGlow™

Hyaluronic Acid + HA

producing Hyalufix™

• Super-Slimming Technology

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Cellulite Smoothers

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Defense System

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Protecting Technology

• Sweet Nectar Glow Scent

13.5OZ MSRP $135

DAILY BODY MOISTURIZER

• Improves Dull Skin

• Rich Anti-inflammatory & Antioxidant Blend

• Oil-Absorbing

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• White Birch

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8.5OZ MSRP $17.98

5. CE Glow™

6. H.I.M Hydrate™

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IST

PERFECT SUN LOTION

• Tanning Optimizer

• Paraben/Gluten/Oil & Dye Free

• Repairs Cell Damage & Increases Collagen Production

• Anti-aging & Skin-firming Benefits

• Soothing Violet Flower

• Sensitive Skin Hydrating Ceramide Complex

• Calming Cucumber

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• Green Tea Extracts

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• Hypo-Allergenic & Allergen-Free Scent

12.25OZ MSRP $88.98

8. Beyond the Beach™ HIGHLY CONCENTRATED DARK DHA BRONZER

• Luxurious 4K Blend

• Plant Based Silicones

• GlowPlex™ Evens Skin Tone & Supports Luminosity

• Glowing Light Enhancer X50 PhotoGlow™

• Apple Cider Vinegar Balancers

• Cellulite Fighters

• Targeted Anti-Aging & Firming

• Bakuchiol Antioxidants

• Tattoo & Color Fade Protecting

• After Tan Odor Eliminators

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12.25OZ MSRP $97.98

9. Norvell Essentials NEW SELF-TANNING WATER MOUSSE

• Lightweight Self-Tanning Foam

• Radiant, Streak-free & Natural-looking Tan

• Easy-to-apply, long-lasting, goes on clear

• Tan-protecting & Nourishing Formula

• Vitamins C & E

• Aloe

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• Raspberry Almond Scent

5.8OZ MSRP $30

7.

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P6 Teeth-Whitening Kit

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• Small, Comfortable Mouthpiece

• Powerful UV Light

• Minty, No-Rinse 25% Whitening Gel

• Up to 12 Applications

• Gel Refills Available

MSRP $44

FLEX PODZ

Tanning Eye Protection

• Traditional Goggle Style

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• Bright Neon Orange, Green, Pink, Blue & Purple

• 12 Pair/Bag

• Display Box Available

MSRP $3.34

Three Friends, Two Tans & One Sunburn

By Joseph Levy

years, I've written about the benefit of base tans – showing objectively how science still supports what we do in professional sunbed centers. And for years, I've given talks about base tans, explaining to people how they are an important tool in the sunburn prevention arsenal.

This month, I'd like to tell you about how I personally put this into practice. Here's the story of three long-time friends of mine, each of whom called me in the spring to get sun-care advice before taking sunny vacations.

The first, Dr. Mike Hood, a veterinarian from Michigan, calls me just about every spring before spending a week with his wife somewhere in the tropics. With Skin Type II, he used to sunburn on those sunny vacations, even when using sunscreen. Now he follows my advice, visits a Smart Tan member salon at least 7-10 times over the course of three weeks before heading south, and never sunburns on his trips.

Late last summer, Hood went to Hawaii for a week but forgot to follow our pre-trip

AbouttheASA

program, figuring the Michigan summer had prepared his skin for the subtropics. A painful sunburn reminded him that a tan combined with sunscreen is effective protection while sunscreen alone is not. "I was glad to get back on the program this spring and did great," he told me.

The second friend, Michigan restaurateur Tim Kenrick, called me for the first time this spring before taking a tropical vacation. Tim, like me, has Type II skin, has no hair on the top of his head and has previously burned on sun-drenched outings. I set him up with a regimen of eight UV sessions in just under three weeks before the trip.

"It worked amazingly well," he told me after he returned. "If I had not asked for your counsel, I'm sure it would have been brutal." With the base tan and SPF 15 applied each morning before heading out for the day, Tim never burned on his trip – only occasionally wearing a hat. He returned with what his kids said was the darkest tan he'd ever had.

A third friend, Liz, also called me before going to Arizona this spring. She

didn't follow my pre-trip advice, so I'm not going to use her full name.

Also Skin Type II, Liz wasn't even trying to tan when she sunburned. She just went out on her patio wearing Capri pants and put her legs up while waiting for a friend to get ready to go out. "I didn't think I'd be that long," she said, recalling lobster-red sunburns on her calves that eventually peeled.

My friends Mike and Tim returned from their trips tanned and rested. With Type II skin, stimulating the production of melanin with UV sessions before a sunny vacation means that your first day in the sun will oxidize that existing melanin even before you step off the plane at your destination. Liz gets this now – but it took some first-aid for her to learn her lesson the hard way. ■

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.

The Electronic TEAM MEMBER

By Melissa Damiani

one of the most vital members of your team may not be a “who” but rather, a “what.” A premium software solution will prove to be an operations manager, security guard, administrative assistant, customer service manager, equipment maintenance supervisor and even a coach!

As a business owner, you simply cannot fulfill all of these roles on your own, nor can the most superb member of your staff – so why not employ a single software product that can? Doing so will allow you to let go of some of the daily operational items so that you can instead focus your time in other areas like analyzing your data in order to make true data-based decisions. And, if taking a peek now and then to make sure that your employees are clocked in as scheduled or that your daily sales goals are being met gives you peace of mind, you can rest easy knowing you have a tool that allows you to do so.

Imagine possessing the ability to set the rules for your business, and automatically enforcing those guidelines by using a system that allows you to configure parameters that are in line with your operational policies and procedures!

A solid software program will also empower your team to do their jobs effectively, while limiting access to sensitive areas. The ability to track and monitor employees’ activities is essential to ensuring the security of the organization you have worked so hard to build.

Are you and your staff constantly spending unnecessary time on data entry or manually creating reports? Do you shudder at the thought of filing client contracts, or even worse, locating one when needed? These essential yet cumbersome tasks should and can be handled electronically!

Yet another great way that software can aid in the effectiveness of your organization is by motivating and inspiring friendly competition amongst team members through displaying upto-the-minute performance rankings. Having these metrics readily available enables staff to maximize their selling

Software will quickly become a component of your team that you can’t live without.

Superior customer service is key to the success of any organization. How you and your staff respond to customer issues is imperative, and software can help to ensure a quick and efficient resolution by allowing employees to easily escalate and communicate customer concerns to the appropriate individual, while also creating an electronic log of activity.

Have you or your maintenance person ever arrived on location with a part to repair a unit only to find that you’ve got to run back out to get a replacement part for a separate facility issue, all because you didn’t see that Post-it note left by an employee on the front counter the last time you were on site? Providing your staff with a method of submitting maintenance issues to you electronically, that can be viewed anytime/anywhere, is sure to minimize the occurrence of these frustrating situations while also improving efficiencies.

potential while they still have time to do something about it (and of course, increases your profits, too!)

So remember: software, like any other business asset, is not an expense, but an investment in your future – and will quickly become a component of your team that you can’t live without. ■

AbouttheAuthor:

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.

WITH

BUILD RAPPORT. The first step in reaching out or responding to a message is to ask a question based on their profile – something short and sweet to let them know they have your attention.

FIND OUT THEIR GOALS. Next, transition into uncovering what they are trying to accomplish with your product or service. This will also aid in the selection process.

Direct Messages or DMs are a great tool to build personal relationships with your social media audience and increase revenue. For this reason, you should check and engage with messages in the two areas where you can receive DMs: your main Inbox and your Message Requests. Message Requests come from people who do not follow you – so, they are placed in a separate folder in the DM area of your account. Don’t neglect communicating there; it could result in a loyal customer.

DM Dos & Don’ts

As a business owner, you know dealing with individuals can get messy fast – especially because many times, DMs come with customer complaints. With that in mind, I compiled this list for managing your DMs so you can stay on track.

RESIST SMALL TALK. It is important to build rapport with prospective customers, but don’t spend too much time on the weather and kids. People have short attention spans and will appreciate your directness.

CONTROL THE CONVERSATION. The one who asks and gets answers to their questions is the one in control. In addition to posing fact-finding questions, make sure to get answers. Ask again if needed.

ENSURE THEY FEEL HEARD. No one likes feeling ignored. While it is important to control the dialogue, don’t brush past

ByGrantCardone

BUILD PERSONAL RELATIONSHIPS DM

what the person says. Acknowledge, address and handle their concerns.

DON’T OVERSELL. I believe that pressure is a good thing, and there is definitely a time and place for it in sales. However, don’t get pushy in DMs. You are early in the sales cycle, at best.

BOOK CALLS FOR HIGH-TICKET DEALS. It’s almost impossible to get a buyer to part with big money with a click of a button. Therefore, transition DMs about expensive products and services to a sales call. It

DISCOVER THEIR CHALLENGES. Why haven’t they reached their goal already? What obstacles or objections do they have to purchasing a solution? Get the answers at this point of the conversation.

MAKE AN APPOINTMENT. A connection can only go so far when you’re typing back and forth. Whether you arrange a phone call or an in-person meeting, get something on the calendar.

OBTAIN THEIR PHONE NUMBER AND EMAIL ADDRESS. You should always wrap up an Instagram chat with one or both of these pieces of info.

BUILD A DM SCRIPT AROUND THIS FRAMEWORK, AND YOU’LL BE GOLDEN! ■

is easier to showcase features, advantages and benefits that way, as well as for the customer to “make sense” of the price.

WHEN YOU’RE ENGAGING IN DMS, YOU SHOULD FOLLOW A SCRIPT. Of course, every industry has nuances that need to be considered when communicating with potential customers and included in your individual scripts. Nonetheless, this basic road map will help you keep the conversation moving in the right direction. This is the flow a DM conversation should follow:

AbouttheAuthor:

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 million. 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.

DIRECT MESSAGES OR DMS ARE A GREAT TOOL TO BUILD PERSONAL RELATIONSHIPS WITH YOUR SOCIAL MEDIA AUDIENCE AND INCREASE REVENUE.

Hot Weather Hot Sales!

and

AsI write this, the news just reported that July 4th of this year was officially the “hottest day on record!”

Historically in our industry, the warmer the temperature is outside, the cooler our customer count gets. It is imperative to capitalize on every sales opportunity you have during this time of year! Here are a few ideas to help keep sales hot while the weather is even hotter.

TAN ‘TIL 2024 FOR $99: This is my favorite mid-summer promo. Offer this for base level beds – the sooner your tanners purchase this deal, the better it is for them. The sun is shining now, but how do they plan to keep their summer color? What about being ready for upcoming holiday parties and events? Unlimited tanning for a low, set price is very attractive and they also have the opportunity to upgrade to higher-level equipment. This is an ideal and affordable way to start converting seasonal guests into year-round tanners.

THE 90-DAY UPGRADE PLAN: What do you usually charge to upgrade a tanning package from a Level 1 to a Level 2 for the month? Cut that number in half. If it is usually a $20 charge, offer three months of sessions at the next highest level for a one-time fee of $29.99, or let them jump two levels for $49.99. I recommend this promo because you are, again, extending the tanning season for these seasonal guests. By the time their upgraded membership expires, it will be time to start tanning again for the fall/ winter holidays and they will want to extend it.

By Lisa Saavedra

100% LOTION REBATE: This may sound a little crazy, but I have seen it work very well in many salons. When customers buy a product, they get that purchase amount back in a “tanning dollars” credit they can use toward session upgrades and spray-tans. (It cannot count toward a monthly EFT draft or product purchases.) The reason this is such a successful promo is because tanners are less likely to cancel their memberships if they have free money “sitting” in their account. And if the membership is canceled, so is the free money. This is also a great incentive to get tanners to purchase lotion during the summer.

$5 HOLD/FREEZE: This is your lastditch option, and it still amazes me how many salons don’t offer it! If your guest is set on canceling her membership for the summer (even after offering some of the above promos), offer her a “Hold/Freeze” deal. Basically, instead of canceling her membership she will place it on hold, which comes with a $5 per month draft fee. I recommend allowing tanners to freeze it for up to three months, and if they want to extend it, then they need to come into the store (not call) to do so. Now you’re probably thinking, why would a tanner want to pay $5 a month instead of canceling? A couple reasons, actually – when they decide to unfreeze their account, they don’t have to pay a new enrollment fee. Another idea that makes hold/freeze attractive is that when they reactivate, the monthly fees become an account credit they can use toward upgrades or product purchases. It’s a win for both

sides, because customers are less likely to leave money sitting on the table.

As we get through another “slow season” it’s crucial to maintain our EFT draft revenue. It might be hard to convert every guest into a year-round tanner, but these summer promotions can help to prolong the season for your salon and maintain some of your customers who may have opted to not keep their memberships throughout the summer. Stay

AbouttheAuthor:

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.

Commit to Your Tan

It is imperative to capitalize on every sales opportunity you have during this time of year!

What’s Great About Natural Bronzers?

ByMadeleineHarrington

Another month of 2023 has gone by and our mid-season product launches have concluded with Moonrise™ – the newest natural bronzer in our Color Rush Collection. It is, of course, great to use for UV and red-light sessions and is also spray-tan friendly ... We like to call this a triple-hybrid formula. It also is pH-balancing and plateau-breaking!

For those who know their DC products, you know that the base of Color Rush lotions is a Cashmere Blend. What does this mean? Well, it essentially acts as a humectant which pulls moisture from the air and locks the hydration into the skin. It also sends extra hydration to the areas that need it. The X50 Photoglow ingredient is really what helps take the light and turn it into cellular energy, allowing this product to maintain and grasp optimal light enhancement. It is also, of course, loaded with the best skincare, ranging from Niacinamide to Vitamin C for the deepest source of hydration, anti-aging, wrinkle-reducers and anti-inflammatories. The best way we like to describe Moonrise goes a little like this: if Color Me Coco, Metaphoria and Prismatica had a baby, it would be Moonrise! This is because it is a Natural bronzer like Color Me Coco, red-light compatible like Prismatica and loaded with skincare like Metaphoria. It truly is the perfect recipe for the best color and skincare.

Now that we’ve introduced Moonrise, we can get into the other focus we chose for this month. Last month, we talked about indoor/outdoor lotions and their importance. That segues straight into natural bronzers as these products also happen to be indoor/outdoor. One main reason for this is that they are stain-free and streak-free, so you don’t have to worry about being outdoors sweating and getting patchy color. Another benefit of natural bronzers is the immediate satisfaction – their cosmetic color provides instant gratification and although it does wash off in the shower, the cosmetic bronzer has no effect on the actual tan you are building. Natural bronzers also have ingredients that are plant-derived, such as Carrot Oil and flower extracts. For example, Moonrise has Caffeine – a plant extract that firms, hydrates and tightens the skin for anti-aging and also contains wrinkle-smoothing properties.

Products with natural bronzers also do not leave an after-tan odor and are great for all skin types. These formulas are ideal for switching up your tanning lotion –which is highly recommended that you do

from time to time, since constantly using an accelerator or DHA bronzer will lead you to a tanning plateau. Switching from an accelerator to a natural bronzer will benefit your skin and your tanning results.

It is hard to find a reason not to reach for a natural bronzer ... especially Moonrise! We took to socials to ask our followers what their favorite natural bronzer is and why they love them. Check out what we found! ■

About the Author Madeleine Harrington is Devoted Creations’ Digital Marketing Coordinator & Product Specialist.

SEEING THE BIGGER PICTURE

ByGaryLipman

Over the last month or so, we have seen the UK’s tabloid media, internationally renowned for its overt sensationalism (think Prince Harry and Meghan!), make its annual attempt to besmirch the professionalism of our tanning industry.

The result? To be honest, a number of years ago it probably bothered me more. But now, it presents as nothing more than an irritation. They play fast and loose with statistics that simply distort the facts in order to promulgate their flawed ideology. It is probably more frustrating than irritating that the media continues to function with such low standards of professionalism and fact-checking in certain quarters. I certainly find myself adopting a much more sanguine approach these days. Quite frankly, if celebrities and royalty with all of their influence and financial resources are unable to hold our tabloid media to account, what hope is there for us? And I say “more sanguine” because it is abundantly clear to me that our industry has never been in such a professional and well-grounded position.

This does not for one moment mean that we rest on our laurels; indeed, quite the opposite. Our industry’s relentless growth and professionalism must surely flummox our opponents and help further their blinkered and irrefutably flawed desire to see it challenged.

But what to do when someone repeats a mantra so often, however ridiculous it may be, that they believe it? Case in point: a dermatologist in a recent interview who claimed she would not see someone in her clinic “who isn’t using SPF every day. SPF30 all year round and top up with SPF 50 in the summer.”

This is a mantra soaked up by the beauty industry and media. Just try and buy any face moisturiser these days without SPF, or find an article about daily beauty regimes that does not include daily application of SPF. Where the UK is positioned geographically, this is just nonsense. And this is not just me saying this, it is widely (if not publicly) acknowledged by dermatologists. Of course, SPF products have their role. As the tanning bed industry, we absolutely acknowledge, promote and educate on responsible UV exposure whether in the sun or a tanning bed.

Wavelength adopted by the U.S. Food & Drug Administration, as the sole measure of broad-spectrum protection.

The paper’s objective was to compare the UV exposure from a two-week holiday spent sunbathing with SPF-protected skin, with that from a typical course of ten tanning bed sessions. The conclusion was that the UV insult to the skin on a sunbathing holiday with SPF protection is likely to result in higher cumulative exposures than commonly employed tanning bed practices. Need I say any more? Other than an update from my last month’s opinion piece

Yet all too often, we find ourselves on a one-way street with our opponents when discussing responsible UV exposure. Whilst some UV exposure is acknowledged as necessary, and sunbathing with SPF is perhaps tolerated, any tanning bed use is an absolute no-no. (Once again cherry-picking research and data to fuel their ideology.) Another case in point: a research paper published in a peer-reviewed journal by Brian Diffey, BSc, AKC, PhD, DSc and Emeritus Professor of Photobiology in Dermatological Sciences, Institute of Cellular Medicine at the University of Newcastle, England. For a little further background, Professor Diffey invented the UVA Star Rating for sunscreens in conjunction with the UK’s leading drugstore company, and the Critical

when I mentioned a Charity Commission inquiry into the practices of a charity with an anti-tanning bed agenda – no report published as yet. But it is interesting to see that the charity’s founder and main protagonist of its anti-tanning agenda has been removed as a director of the company. No doubt more to come on this one! ■

AbouttheAuthor:

In the tanning industry since 1982, Gary Lipman is Managing Director of the UK subsidary 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 Association member.

OUR INDUSTRY’S RELENTLESS GROWTH AND PROFESSIONALISM MUST SURELY FLUMMOX OUR OPPONENTS.

Great Question

By Joe Schuster

Salon Operator Cindy from Cincinnati writes: “One of my best customers came into the salon recently and wanted to get her tan back as quickly as possible. She had clearly tanned indoors or outdoors for quite awhile, but wanted to start where she left off – a full session in a premium sunbed. I don’t want to lose her business! What should I do?”

Cindy, great question. (Why do all replies seem to start with “great question?”) If a person can tan in natural sunlight, they will more than likely be able to tan indoors, as well. But our sunbeds have a leg up on el sol. Modern UV tanning systems deliver sessions according to an exposure schedule that was created to consider individual skin types and they are controlled by a timer. Salon professionals assess a customer’s skin and establish an appropriate session time. They’re also able to assess whether

or not someone may have experienced reddening from a previous session – or perhaps a day or two at the beach. They can determine whether a customer is actually a Skin Type II and NOT “Skin Type IV” as the customer insists they are.

Salon operators who have completed the Sun is Life® Training & Certification program know about skin type assessment, as well as a potential issue that may arise from a UV session that is too much exposure for a person who took some time away from indoor tanning. A photosensitizing response on the skin called a PLE (or polymorphic light eruption) may occur. The UV exposure causes a rash in people who have developed sensitivity to sunlight or haven’t been exposed to UV for quite some time. The rash usually appears as tiny, inflamed bumps or slightly raised patches of skin. (Good to know, right?)

So, Cincinnati Cindy, my suggested response to your customer is as follows: “I’ve found that explaining skin health while using our UV services is always one of my most primary concerns.

You may opt to try tanning at ‘Dollar Dave’s’ down the street; he really doesn’t care how long or how often you use his equipment, just as long as you pay for it. But here at our salon, our goal – and our responsibility – is to provide tanners with a controlled environment for obtaining a cosmetic tan. We’re in the ‘look good/feel good’ business!”■

Seven Considerations for Business Leaders

By Susanne Tedrick and Bertina Ceccarelli

Why Diversity Efforts are Crucial Y

ou’ve no doubt likely heard the term diversity, equity and inclusion (or DEI), given such an increased and intense focus on the subject in the last few years. DEI programs, often led by human resources departments, are seen as offering valuable education, interactions and adding to an organization’s moral and ethical “compass.” But DEI efforts are also viewed as measures that do not add to the financial bottom line. Nothing could be further from the truth.

This article will address how business leaders, from C-suite executives to HR and everyone around them, can offset this narrow view and more fully realize the business case for diversity.

1.

Organizations with strong DEI initiatives are more likely to meet or exceed financial targets. A comprehensive 2014-2019 study by McKinsey & Company found that workplaces with strong gender and ethnic diversity are more likely to produce better financial results than less diverse competitors. The study found that in 2019 companies in the top quartile for gender diversity on executive teams were 25 percent more likely to have above-average profitability than companies in the bottom quartile. What’s more, in terms of ethnic and cultural diversity, top-quartile companies outperformed those in the bottom quartile by 36 percent in profitability that same year.

2.

Organizations with strong DEI initiatives are more likely to have high-performing teams. The business case for diversity goes beyond quarterly financial reports. Competition for talent in the business world is often fierce, and organizations viewed as prioritizing DEI are in a better position to succeed. The job search engine Glassdoor reports that 67 percent of job seekers indicate that a diverse work environment was a key factor in their decision to work for an employer.

In addition to employees, the investment community is also prioritizing DEI criteria. The Institutional Limited Partners Association’s (ILPA) Diversity in Action initiative requires participants

to track hiring and promotions by race and gender and report employee demographic data while raising funds. Private equity firms low in DEI indicators risk losing coveted investments from largescale institutional investors.

3.

Organizations with strong DEI initiatives are more likely to be considered agile and innovative. In today’s fast-moving corporate environment, agility and innovation are imperative to success. Business agility is the ability to adapt quickly and effectively in the market and the environment. Agility embraces a people-centered, organization-wide capability that strongly encourages continuous improvement, trust, and collaboration. Agility empowers teams, individuals, and companies to satisfy customers’ changing needs and expectations, in turn driving innovation.

BARRIERS THAT IMPEDE AGILITY AND INNOVATION INCLUDE:

4.

Lack of prioritization – A business may take its customers for granted, assuming they are satisfied with periodic product upgrades. Such a firm may not invest enough in innovation, in turn neglecting customers’ needs and →

failing to reward the strong innovators on their team, some of whom may accept job positions elsewhere. In these cases, the organization will lose headway to competitors.

5.

Apathy dampens original thinking – “Success breeds success,” but it can also lead to complacency and initiate procedures more intent on protecting that success rather than ensuring its evolution or identifying the next big idea. There is no question that certain standardized systems and practices are important. The danger lies when an organization begins accepting only one right way of doing things.

6.

Humility is overlooked and undervalued – Any organization needs confident, assertive leaders. But problems occur when they are not approached with humility, that is, an acknowledgment that others may have a piece of the

AbouttheAuthors:

puzzle that others have not discovered. A lack of true empowerment can lead to arrogance, stifling agility and innovation.

7.

Organizations with strong DEI initiatives are more likely to achieve or exceed business outcomes. A 2018 study by Boston Consulting Group (BCG) found that companies with above-average diversity among their leadership ranks have a greater financial return on innovation and higher earnings before interest and tax margins. Moreover, BCG found that firms with above-average diversity on their management teams reported revenue that was 19-percentage points higher than organizations with less diverse management.

In conclusion, while important, business drivers should not be the only reason to act. There is a compelling moral and ethical case to pursue DEI programs, as all workers deserve the right to be treated with dignity and compensated equitably. ■

Bertina Ceccarelli, as the CEO of NPower, one of the most successful nonprofits in North America, is committed to helping young adults and military-connected individuals launch tech careers and remove barriers to economic mobility. As a leader, she works to model an inclusive workplace, providing opportunities for growth at all levels. Bertina is a co-author of Innovating for Diversity: Lessons from Top Companies Achieving Business Success through Inclusivity (Wiley, 2023)

Susanne Tedrick is a writer and speaker who is dedicated to expanding the professional opportunities of women and people of color within the tech industry. She is a co-author of Innovating for Diversity, and author of Women of Color in Tech, A Blueprint for Inspiring and Mentoring the Next Generation of Technology Innovators (Wiley, 2020), Susanne has previously been featured in many influential tech and business media outlets including Worth Magazine, CompTIA, PECB Insights and CIO.com.

DEI efforts are also viewed as measures that do not add to the financial bottom line. Nothing could be further from the truth.

NEED A SMALL LOAN?

Make sure you’re not adding to your financial woes

These days, it’s difficult to save money – whether it’s an appliance breakdown, car repair or other unexpected bill, sometimes you just need to borrow a little cash. When you need to find a little financial help, it may seem like plenty of options are out there for borrowing money. But the problem is, borrowing even a little can cost you. A lot. Even if you need just a small loan – but you don’t have much of a credit history (or none at all) – you may find yourself owing a lot more than you can afford, causing bigger problems

down the road. If you don’t have a solid credit history, you may find yourself in deeper financial trouble just from borrowing as little as $500.

“Unfortunately, just when you really need a loan, you can end up owing a lot more than you can afford,” said Matt Jenkins, Chief Operations Officer, Oportun. Oportun’s customers, the majority of whom live in low- and moderate-income communities, are hardworking individuals who have limited savings. Approximately half of Oportun’s new loan customers did not

have a FICO credit score when they first came to Oportun. “Understanding how much you’re expected to repay for any loan, and when, is crucial, so you don’t end up in a deeper financial hole.”

This is especially true with unsecured loans such as payday loans or online-only installment loans, as well as short-term secured loans such as auto title loans. While you may have needed to borrow just a small amount, after adding interest and fees, you could ultimately end up paying back many times more than the original amount you borrowed.

UNSECURED VERSUS SECURED PERSONAL LOANS

Personal loans fall into two categories: secured or unsecured. Secured loans require you to offer up an asset as collateral, while unsecured loans do not. Secured loans can give you access to larger loan amounts, especially if you don’t have as much credit history to qualify for an unsecured loan. However, being unable to pay back your secured loan could result in losing access to the property you put up as collateral – such as your vehicle – which creates even more challenges, especially if you need your vehicle to get to work.

Unsecured loans place a greater risk on the lender, since the borrower does not provide collateral. To account for that risk, lenders may offer unsecured personal loans in smaller amounts, charge higher annual percentage rates (APRs) and/or require the borrower to have a much higher credit score to qualify. These requirements can create barriers to accessing or building credit for anyone who is financially struggling.

HOW MUCH BORROWING CAN COST YOU

To find out how much these products can really set you back, a 2022 analysis by the Financial Health Network, “The True Cost of a Loan,” compares six financial products – payday loans, online-only payday loans, rent-to-own, installment loans, online-only installment loans and single-pay auto title loans – to unsecured installment loans from Oportun to estimate the total cost of these products to typical borrowers.

The study showed that even shortterm, small-amount loans can end up

help, borrowing even a little can cost you. A lot.

being very expensive to borrowers in the long term, especially when compared to loans from Oportun. Across three loan amounts, alternative products could cost eight times more on average than an Oportun loan of an equal amount:

• For a $500 loan, alternative products could cost ten times more on average than an Oportun loan.

• For a $1,500 loan, alternative products could cost six times more on average than an Oportun loan.

• For a $3,000 loan, alternative products could cost four times more on average than an Oportun loan.

Overall, Oportun loans can be significantly less costly than alternative products, as they often have lower rates and more affordable terms than many other choices on the market.

To learn more about your options to borrow money when you need it, as well as financial resources, information and tips to help you build a better credit history, visit Oportun.com. ■

When you need financial

IST has the experts!

Grant Cardone CARDONEZONE

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 million. 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.

Melissa Damiani

SUNLYNC

SOFTWARE, INC.

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.

Jerry Deveney SUNFORCE MARKETING, INC.

Jerry Deveney is the President of SunForce Marketing, Inc. He has been actively involved in the tanning, spa, wellness and fitness industries for more than 30 years. His company provides business analysis and consulting services in the areas of sales, marketing and operations. Jerry has worked in almost every industry sector including salon management, equipment manufacturing and distribution, new product development, regulatory affairs, and sales & marketing.

Madeleine Harrington DEVOTED CREATIONS

A recent Florida State University graduate with a degree in Marketing, Madeleine brings her passion for advertising and brand awareness to her role as Digital Content Coordinator & Product Specialist. An expert at all things digital, she serves as a Social Educator to advise and assist DC 5 Star Diamond Members in using all social media platforms to increase customer counts, drive sales, and market their businesses to new audiences.

Gary Lipman ERGOLINE-UK, ERGOLINE PLUS

In the tanning industry since 1982, Gary is Managing Director of the UK subsidiary of Ergoline, and runs Ergoline Plus, the exclusive distributor for a wide range of sunless products and spray systems. He is also Chairman of the Media Committee for the UK’s Sunbed Association & a European Sunlight Association member.

Lisa Saavedra DEVOTED CREATIONS

As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 18 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.

Joe Schuster

SUN IS LIFE ®

An industry veteran and consultant, Joe has taught salon operator training since 1995 and has served as an advocate for indoor tanning in many capacities. A sought-after speaker and presenter at both national and regional trade events, he also interacts with the FDA, state and local regulatory agencies. Joe is director of Sun is Life Training & Certification.

Leif Vasstrom SUPRA

Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sunlamp innovation since 1978. He opened the first tanning salon in NYC on Madison Avenue in 1978. In 1985, his company designed the Breeze Salon Software and business management program, acquired by SunLync in 2003. He launched the Silver Solarium equipment line in 1978, and Dr. Müller systems in 1993. In 1986, he helped start Applied Digital (T-Max). In 2011, Supra acquired industry forum tantoday.com as a means to further the message about the positive aspects of moderate UV exposure.