It's no secret, bronzed skin is always in when it comes to swimwear, but does it really matter for your brand and how do you translate that into dollars that work for you? It's time to start thinking of sunless tanning like makeup- it finishes your images and helps your innovative, trendy creation stand out and develop an emotional connection with the buyer. Whites wow, blacks bounce and colors pop over even the slightest glow, making your suits the only thing the customer is seeing as they imagine themselves the person in the image. It also creates contrast against diverse backgrounds, leaving no confusion as to the focal point of your campaign. 

Hiring a professional skin finishing artist is key! Spray tanning is more than providing the envious summer glow any time of year, it helps even out the skin's complexion, hide imperfections, define muscles and helps skin appear healthy and luminous in person or print. While models are professionally working to look their best all the time, offering to contour areas of their bodies, like abs, breasts, and bums, helps provide a custom definition in all the right places for their body shape. Why do you think it's a must for Victoria's Secret and Sports Illustrated? 

Many artists will also, once the initial tan has set and been rinsed, touch up bruises, scars, and veins with heavier cosmetics in a spot format, this eliminates extra work in the post-production room. Want to take it to the next level to make your tribe beating the door down to get your suits? Our favorite secret weapon is highlighting our models with a shimmering dry oil. Why? Well highlighting a contoured body creates muscles not seen before, gives the skin an illusion of vibrancy of insane proportion as well as gives a different matte texture to the skin making it appear more luxurious. This technique was used on every model this year at DC Swim Week.

Can this still work for you if you are not a brand or shooting your own store images? You bet! Cross-selling complimentary items, like summer-related beauty items, creates diversity on your sales floor and giving your customers a unique shopping experience. Since a healthy glow helps sell suits better, one of the best ways to do this is by offering something to help them get their own glow, like the Shady Tan Can. 

Coveted and loved by influencers, models, musicians, and professionals alike, it gives you the opportunity to give them the complete look they see in the ads! Toss in a tanning mitt and you have just turned your 1 item swim sale, into a multi-sale, without the customer feeling guilty or upsold. Look for beauty brands that are unique to your area and matches your values, do you want it to be vegan, naturally-derived, start thinking about what your customers value and they will be thanking you all year long.