The paradoxical promotion of ultraviolet tanning by US tanning salons offering a sunless option: A cross-sectional secret shopper study

Abstract

To the Editor: Sunless tanning (dihydroxyacetone spray) has emerged as an increasingly popular alternative to traditional UV tanning beds.1 Since 2011, Google searches for “spray tan” have surpassed those for “tanning bed,” suggesting a shift in consumer interest potentially portending an eventual decline in tanning bed usage.2 Yet, retail strategies employed by tanning salons to influence customer selection of UV versus sunless tanning are poorly characterized. To address this knowledge gap, we performed a secret shopper study of US tanning salons to characterize services offered, pricing, and recommendations made to customers.