ETS Tanning Bed Blog

The male customer can be an elusive prize, particularly for tanning salons that combine their tanning bed salons with beauty or spa services. But, since men are such a huge source of potential new tanning bed customers , what’s the best way for a tanning salon to market to men?

1. Focus on Your People

Your staff needs to be able to respond well to male clients and understand that their needs are different to women’s. For example, men that are new to tanning may be shy and need some reassurance.

It’s also a good idea to round out your staff with both male and female counter clerks. It generally helps customers feel more comfortable to work with someone of the same sex or at least know that they’re in the building.

It’s easy to target certain tanning packages to men by using appropriate branding and naming techniques. For example, the “Golden Sun-Kiss package” may be scaring men away, but the “Power Tan” might be more appealing.

Are you boasting pastel pink walls and pictures of flowers on the wall, or is your salon décor gender neutral and contemporary? Try to keep the internal environment of your tanning salon fresh and not visually biased towards either sex.

Surprisingly, price is not as critical in the men’s market – particularly if you’re selling add-on beauty salon services like waxing. Men tend to be willing to pay more for the right place or environment, so there’s a lot of opportunity for profits here if you play your cards right.

If you want to expand your male customer base, stay away from feminine advertising that could alienate potential clients. Your ads and promotions should either feature males or members of both sexes and they should be as gender neutral as possible.