When writing today's blog post, I did a personal inventory. How many body sprays or perfumes do you personally own? The answer may shock you. It did me. Smell =emotions. They create confidence, are tied to memories, and can give you an added pep in your step. Many tanning lotions are chosen by fragrance, just as moisturizers and tan extenders are. So, let's talk about them and how they can be the small but mighty boost in your salon revenue, marketing, and brand. 

Let's start with revenue. Decades ago, Walmart needed a boost in revenue, so it made one small shift that did just that. They put in coolers at the checkout and started offering single-serving drinks. These drinks were priced higher than customers would pay by grabbing items from another area of the store, but the convenience of having them at the checkout in the perfect size was a game-changer. It's the power of impulse buys. It not only increased profits, but it also became a mainstay in stores everywhere. Little impulse buys can revolutionize sales. 

Now, let's apply this logic to the salon. You just tanned, and while your lotion probably still smells great, you were hot, sweaty, and there is a slight thought in the back of your mind, "Do I smell like I just went tanning?" That's when you notice a set of refreshing body mists on the counter. A quick, reassuring boost of confidence you can get now. Even if you already have some at home, this is the inexpensive pick-up you need for after tanning, or working out, or anytime you feel like you need a refresh. And it generally doesn't stop at one. There is one for your car, your desk at work, your beach bag, and your gym bag. It's a repeat buy, again and again. How much would your salon's revenue increase if just a third of your customers bought one (or 2 or 3)? 

Okay, we see why and how it can increase revenue, but how does it affect marketing? Remember us talking about scent being an emotional trigger? Each time the customer uses the fragrance, the smell reminds them of your salon, and the feeling of the confidence boost reminds them of your salon. Suddenly, your salon is a part of their daily routine. Those feelings remind them that you helped improve their lifestyle (even if it is subconsciously). With each spray, you are increasing loyalty and repeat visits. 

This makes sense, but my brand? Surely it can't improve that, right? WRONG!

Unless you want your brand to consist of "We are just a tanning salon," and you want to limit yourself to only selling tanning lotions and renting space in your equipment. If that is you, no judgment, but you are limiting your business potential. Just as salons are expanding into the wellness markets, you should also be covering anything and everything that aligns with boosting your customers' confidence and helping them achieve their goals. The more boxes you check, the wider your net for new customers becomes, and the more potential you have for success. Fragrance does this in an easy and inexpensive way. AND with the right products, it can drive new customers to your business that are not tanners too!

Case in point, Haute Co Brand fragrances and skincare. If you haven't heard our podcast episode with founder and creator Cole Johnson, president of Haute Co, Brands, let's catch you up. Cole has sensitive skin, and many products and fragrances were irritating to his skin, or stripping the tans he was creating. Cue his fragrance and skincare line. Born from necessity in needing to fill this gap in his own life, he was able to create a product that others needed too. Skincare that was effective but gentle, and worked with both sunless and UV tanning. Fragrances that lasted without being overpowering and using harsh ingredients that would flare up sensitivities. 

The Haute Co products are a tanning industry exclusive with mainstream fans. Customers dealing with the same struggles (who wouldn't normally visit a salon) are seeking these products. Salons across the country are loving this addition to their shelves, and their tanners love them too. They tell their friends and families, buy them as gifts, and then boom. You have new customers coming in who would never have visited a tanning salon. Yet these items still fit perfectly in the salon space without feeling off in left field. 

If you haven't already, this is your sign to consider adding a fragrance selection to your retail offerings. Your brand should include anything your customers need for their journey, and fragrance is a staple. These aren’t niche items. They’re lifestyle essentials with salon credibility. You’re not just selling a scent—you’re extending your salon experience into your clients’ everyday lives. And that’s a pretty powerful thing for such a simple add‑on.