Spray tanning trends: how salons can boost bookings and retail sales
From skincare-led formulas and smarter spray tan technology to seasonal marketing ideas, here’s how salons can turn spring sunless tanning demand into more bookings, stronger retail sales and better client loyalty.
Demand for sunless tanning peaks in summer, with clients looking for confidence-boosting treatments that deliver quick, visible results. For many, a professional spray tan offers exactly that.
Today's professional spray tan formulas do more than add colour. Many now combine bronzing benefits with skincare ingredients, helping clients achieve a healthy-looking glow while supporting dehydrated skin.
Ingredients such as multi-weight hyaluronic acid and niacinamide help tans develop evenly and fade more smoothly. Cleaner DHA blends are also improving results, with more natural-looking colour, longer wear and less of the typical tanning aroma.
Skincare ingredients are changing spray tan formulas
“In recent years we've seen some exciting shifts in sunless tanning, with formulas now caring for the skin as much as creating colour,” explains Nicola Matthews, founder of tan brand Sienna X. “Hydration-boosting actives like multi-weight hyaluronic acid, niacinamide and other skincare ingredients are becoming more common, helping tans develop more evenly and fade more gracefully.
“One of the most exciting developments is the introduction of DMI (Dimethyl Isosorbide),” notes award-winning spray tan artist
Izabela Jachowska. “It enhances delivery of DHA and other actives, creating deeper colour, smoother fade and improved longevity. Some brands using this ingredient in their marketing strategy calling their solution ‘sweat resistant'.”
Post-treatment products can improve tan results
Post-treatment innovations are also elevating results for spring clients looking for both glow and skin nourishment.
“Another new addition in tanning industry is post-tan oil, a blend of dry oils which is applied by gun right after the tan solution, to hydrate and improve longevity,” explains Izabela.
“Traditionally during spray tan courses, trainers repeat the mantra ‘avoid oils'. However, oils from seeds like jojoba and almond work wonders for skin and tan. The oil which should be avoided is mineral oil.”
Marketing ideas to reactivate salon clients
Summer are strong seasons for re-engaging clients who dropped off after Christmas. Weddings, communions, bank holidays and holiday prep all help make professional spray tanning an easy seasonal sell.
“Simple, uplifting campaigns like ‘Feel Good Glow', or bundling spray tans with skincare, waxing or brow treatments, give clients a great reason to treat themselves,” suggests Nicola. “Posting real client before-and-afters, sharing winter tanning tips and reactivating lapsed clients with a VIP offer can make a big difference.”
How to explain the value of a professional spray tan
With clients preparing for weddings, holidays and spring events, now is the time to reinforce the value of professional spray tanning over at-home self-tan.
“Not every client can afford regular professional treatments and as therapists we have to respect that and help guide them towards the best results,” Nicola cautions.
“A professional spray tan is a completely different experience to tanning at home. You're giving clients expert DHA matching, perfectly even application in all those hard-to-reach areas, natural contouring and a finish that develops evenly. Most importantly, clients walk out feeling instantly confident that their tan is professionally applied.”
Clear client education around your technical skill can help reinforce your value. Izabela advises:
“In your marketing, you could explain that spray tan artists understand the science behind
tanning, skin limitations, how to choose the correct base and DHA level and how to properly prep and protect areas like hands, elbows, knees and feet.
“We balance pH, apply barrier cream, customise the solution and finish with blending techniques.
“Professionals don't just apply colour; we create a personalised treatment that delivers better longevity, evenness, depth and finish than any self-tan can achieve at home.”
Retail self-tan can boost salon revenue
“It's also true that some clients need to prioritise their budget on other treatments. That doesn't have to be a lost opportunity, in fact, it's where retail tanning becomes a powerful add-on,” says Nicola. “High-quality home tanning allows clients to maintain their glow between appointments, and this becomes incremental revenue for the therapist without adding treatment time to the diary.
“When therapists position both options as part of a personalised glow plan, they naturally increase client loyalty, treatment frequency and retail sales. It becomes a win-win for the client and the business.”
Why regular spray tan equipment maintenance matters
“Although the tanning industry evolves extremely quickly, with good care, equipment can last for years but only if it is regularly maintained,” says Izabela. “I always recommend regular deep cleaning of machines, guns, filters and extraction units plus replacing parts before they fail.”
“If you've invested in good-quality equipment, its working well for you and you look after it, it should last,” adds Nicola. “We've got therapists using Sienna X machines for many years because they're maintained properly.
“As a guide, clean your equipment daily (your clients spot everything), review your kit annually to make sure it's still performing perfectly. Check your gun spray pattern, your machine airflow, and your tent fabric. If everything is running smoothly, there's no need to replace it. Quality kit, cared for well, really does stand the test of time.”
As spray tan appointments increase through summer, equipment upkeep becomes even more important for treatment quality and hygiene.
“The number-one essential is an extraction fan; this should be considered a standard, not an upgrade,” warns Izabela. “For salons or home-based businesses, an extraction booth offers the highest standard, though it's a bigger investment. Even for tent tanning, a high-quality extraction fan with reusable filters makes a huge difference. Although the initial cost is higher, the benefits are huge.”
For salons, summer spray tanning is more than a seasonal treatment trend; it is a chance to drive bookings, strengthen retail sales and build longer-term client loyalty. By combining professional expertise, modern tanning formulas and smart seasonal marketing, therapists can position spray tanning as a high-value service that supports both client confidence and business growth.
