By Kenny Vannucci
Coming off a tattoo show held in Vancouver during the last weekend of March, it’s very apparent that referencing the tattoo market as a niche is an understatement.
Although the Vancouver Tattoo and Culture Show may not be huge in terms of number of vendor booths, artists and consumers, but the foot traffic it attracted most definitely showed that the tattoo industry is alive and well, and ain’t so much of a niche…
If you go through your contacts list, surely you will find many friends and acquaintances who are sporting some fine designs and very impressive ink.
Tattoos are no longer an expressive art exclusive to bikers, pirates and the less stellar of society as it were. People across both genders and all demographics adorn their bodies with tattoos. In 2012, according to a Harris poll, 21 per cent of the entire adult population in the United States had tattoos. Down south, this niche is estimated to be worth over US $2.3 billion a year, money that is being generated by more than 20,000 tattoo parlours. There are a lot of people getting inked on different parts of their bodies. And it’s not just men anymore, in fact, 23 per cent are women aged 25–39. Fact is, more women under the age of 40 have tattoos than their male counterparts and the best thing about this statistic for today’s retailers is that women will spend money to take care of themselves.
Tattoo industry numbers demonstrate that this market remains largely untapped and untargeted by health retailers.
What can we be doing to capture this group’s attention, and how can we start talking to this market? What can we do in natural health and mass retail to attract these customers and add extra dollars to our tills?
One simple way is to understand what these consumers are looking for in terms of immediate tattoo aftercare and long-term care and maintenance. The tricky part is making available easy-to-choose items and marketing products in a way that traditional customers don’t feel uncomfortable shopping at the store. Let’s see if we can attempt to put together a set of products onto a shelf and highlight it as “tattoo aftercare.” This makes it easier for customers to pamper themselves.
Here is what inked people are looking for after getting a new tattoo…
Although each artist is a little different, most recommend a mild soap (fragrance free) and a little warm water (no soaking) as the only immediate aftercare. Mother Nature will take care of the rest there is no need to interfere at the beginning of healing.
In cases of ink-related issues within the first four days, tattoo artists recommend products such as Lubriderm (unscented) and Aquaphor.
These are tried and true and have proven to be effective. Many customers tend to use Polysporin, but while Polysporin can speed up recovery, the downside is that it heals the wound too quickly giving it a patchy appearance, worsening tattoo results. It is highly recommended that people stay away from most else for at least the first five days.
That part of tattoo aftercare takes place during a very short window. It is also when health retailers will benefit the least. Also, products required during the initial stages of tattoo aftercare are pretty much exclusive to mass, drug and grocery.
Where natural health retailers can win is in the longer-term aftercare market. The broader market as it were. It’s all about just good, basic skin care.
There are many great natural products and brands that can be, and quite frankly should be used. There are brands such as Alba Botanica, Aubrey, Avalon Organics, Hugo Naturals or Goddess Garden Organics.
Ensure that your tattooed patrons understand they need to use natural products to protect their investments. As retailers, we need to be aware of the benefits of natural products for tattoo aftercare to make our inked customers feel in safe hands.
Now, if you really want to have some fun, there are specialized products that can provide a very nice ring to the patrons’ retail baskets and might actually get more men to participate in a skincare regimen.
Mass brands targeting the tattoo world include Tattoo Goo or H2Ocean. Two other brands at the Vancouver show specializing in tattoo aftercare, both Canadian companies, include Ever Ink and Tatts for Ever. The beauty of all these brands is that they specifically talk to tattoo users.
The Tatts For Ever moisturizing cream and broad spectrum spf, for example, are fragrance free and loaded with natural ingredients such as olive oil and shea butter to soften skin, oatmeal to moisturize, beeswax to assist in sheen and antioxidants the skin needs such as ginko and green tea extract.
Carrying moisturizers with spf ratings is crucial. Tattoos and the sun don’t get along. Sunlight fades tattoos. Alba Botanica’s Very Emollient Mineral Sunscreen and Avalon Organics’ Lavender Luminosity – Moisture Plus Lotion – Broad Spectrum (spf 15) are paraben free, contain essential oils and necessary minerals and vitamins to help enhance skin radiance and give weightless hydration.
The affordable and skin-friendly moisturizer line by Aubrey is another viable option for tattoo aftercare. Similarly, the All Over Lotion line by Hugo Naturals is a reliable organic collection to have on the shelves when inked customers come knocking at the door. A fancier, yet affordable way of protecting your tattooed skin from the sun comes from Goddess Garden’s comprehensive line of organically produced, environmentally friendly sunscreen products. Be it their Everyday Natural Sunscreen or Sport line, all products are available both as a spray and as a gentle cream.
Retailers looking to tap into an undiscovered market can now make use of this rapidly growing industry. Make yourself the go-to retailer and make it easy for tattooed people to find what they need in your store.
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Tattoo Aftercare Timeline:
One to five days after getting your tattoo:
Non-antibiotic ointment, such as Aquaphor or A&D Ointment should be used sparingly.Topical antibiotics may cause allergic reactions and so are not recommended. Avoid petroleum jelly, which is believed to cause fading.
Six to 45 days after getting your tattoo:
Moisturizers will keep the skin from drying out and peeling off and help preserve healing and colour.
Long-term care:
UV rays can fade tattoo inks. Spf 30 is good for most exposure, and sunscreen sticks make direct application easier, but if you work outdoors, you may want to try an opaque sunscreen such as zinc cream on tattoos that are not easy to keep covered. Coppertone has a Tattoo GUARD line that could anchor a display. Quality over-the-counter skin care products are effective, inexpensive and readily available. But an increasing number of specialty products are available.
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