How to Market Sunless Tanning Products to Your Existing Clients
If you’ve already got a solid base of spray tan clients, guess what? You’re sitting on a goldmine—and it’s time to cash in, the glowy way. Adding retail to your sunless tanning business doesn’t mean turning into a pushy sales rep. It means offering solutions your clients already need (and probably didn’t know existed).
Selling doesn’t have to be sleazy. In fact, when you do it right, it feels like service. You're helping your clients extend their glow, feel more confident, and keep their results looking flawless. So how do you actually market your products to your current clients without it feeling forced?
Let’s break it down with strategies that are natural, aligned, and effective.
1. Start With Education (Not the Pitch)
Your clients don’t want to be sold to—they want to be in the know. Educating them about why certain products are essential is the easiest, most authentic way to plant the seed for a sale.
Try this: while spraying or during post-tan convo, say something like:
- “One thing that can make your tan last a few days longer is a good extender. Want me to show you the one I recommend?”
- “A lot of body washes can actually strip your tan—this one is made with DHA to help it last.”
You’re not selling. You’re sharing info they can use. And that builds trust.
2. Show the Products in Action
Whether it’s in your studio or on your social feed, seeing is believing. Use your Vacay Mode products during appointments so clients experience them firsthand. Powder them down with the Drying Powder. Use the DHA Body Wash for a rinse demo. Let them touch, smell, and see the quality.
On social, post reels or stories using the products:
- “What I’m using post-spray on every client this week.”
- “Here’s how I recommend applying your Facial Extender at home.”
Pro tip: Use natural light + your cute setup. No need for heavy graphics—just authenticity.
3. Make It Easy to Buy
If your client has to dig through your DMs or awkwardly ask what something costs, you’re losing sales. Keep your retail area clean, labeled, and Instagram-worthy.
Try:
- Displaying your products front-and-center in your space
- Adding prices to shelves or creating a pretty price card
- Including retail info in your booking confirmation or post-care emails
Even better? Pre-bundle your best-sellers. Offer them as grab-and-go options like:
- Glow Maintenance Kit (Extender + Lotion)
- Spray Day Essentials (Drying Powder + Oil)
- Travel Tan Set (Mini Extender, Mini Lotion, Mini Body Wash)
4. Use Client Results as Social Proof
Nothing sells a product like real results. Ask your regulars if they’d mind being featured after using your Vacay Mode lineup.
Create simple before/afters, glowing selfies, or screenshots of messages like “This extender is magic!”
Share these with captions like:
- “This babe used our Tan Extender for 5 days post-spray and still looks flawless.”
- “Facial Extender for the win. Look at this glowww.”
Authenticity > salesy language every time.
5. Talk About It Often (Without Apologizing)
You can’t sell what you don’t talk about. So mention your products often—in person, online, in your emails, even on your intake forms.
You’re not being annoying. You’re being a smart business owner who believes in what she’s selling. Your clients want to know what you’re using, what works, and how they can get it.
Talk about your products like you talk about your fave lip gloss or that iced coffee spot you swear by. Be casual, confident, and excited.
Remember: You’re not just selling products. You’re selling results. You’re helping your clients get the most out of their tan—and giving them the tools to feel glowy, confident, and taken care of long after they leave your studio.
Start with education, add in authenticity, and keep showing up. You’ve already built the trust—now it’s time to let those products work for you.
CRAFTED FOR TAN ARTISTS BY TAN ARTISTS.