Sunless vs. UV: What Today’s Customers Are Really Looking For This Peak Season

"Trends in this industry are cyclical." I hear this consistently from those who have been around for any length of time. However, a new "type" of customer is emerging. In fact, you may have noticed that even long-time customers are changing their perspective on tanning services. Customers now are searching for options, flexibility, and the ability to create their own perfect tanning system. Let me explain. 

In the past, UV customers and sunless customers were practically two different camps. Many would choose one method and refuse to try the other, almost as if they were choosing which political party they supported. It was a silent war over which was better. But then something changed. Users figured out they didn't have to choose. Each provides different, unique benefits, and when combined, they create the most amazing experience (and look) one could achieve. UV products started incorporating sunless ingredients for instant gratification, and sunless tanners have found that UV tanning gives added benefits of sun protection and deeper results. This completely changes the game when it comes to customer consultations at the front counter. 

Take Sally, for instance. Sally is a long-time regular who has been tanning with you for years. She has a wedding coming up, and she wants an added glow to her already great tan. Sunless can add another level of "gloss" to her tan and give her the glow she is looking for. Or Anita, who is going on a tropical vacation and is a loyal Sunless Tanning customer of yours, but is concerned about exposure to the sun. She wants to protect her skin (and keep her sunless color looking flawless) without burning or peeling. UV tanning helps her build a base tan to stay comfortable and confident in the sun. Both of these customers can benefit from using both services together.

In addition post Covid you have the at-home players. Those who have found a love for the self-application ritual of sunless color. Just as UV tanners also spend time outdoors, some sunless (and UV customers if we're honest) also want the option of creating their own tan. If you haven't caught the videos yet of girls doing a low-maintenance beauty routine, we'll fill you in. In an effort to look good without spending extra time and effort each day, users are creating new uses for sunless products, such as:

• Facial contouring
• Faux freckles
• Lip accentuation
• Eyelid shading
• Subtle, low‑effort glow-ups

It’s all part of the growing desire to look great with minimal daily effort.

So here's the best part. They need YOU. You are the gatekeeper of the glow. No matter what type of tan they want to acheive you have the knowledge, products, and services to help them reach their goals. No need to push them in one direction or another. Simply guide them as a trusted friend and help them feel confident in their decision. They want someone to help cut through all the noise, listen to what they are looking to achieve, and empower them to get it. Someone who knows tanning from the inside out—and isn’t afraid to share that knowledge openly and honestly.

So as this peak season ramps up, take a moment to look at the customers in your lobby. Notice how diverse their needs are. Notice how much more they value guidance than persuasion. And notice how naturally the conversation flows when you talk about sunless and UV as two powerful tools—not competitors, not rivals, not an either‑or—but a pair of options that help them get their perfect tan every time.

Because that’s what today’s customers really want: not a method… but a result. Not a “team UV” or “team sunless” identity… but a look that fits their life. And they’re counting on you to help them get there.
And the best part? You already have everything you need to do exactly that.