I started tanning last Feb to prepare for a cruise. I'm super fair and burn very easilly. I was in for 6 minutes each of the first two times and burned badly. A couple of days later I was in Boston for a week and was peeling! The itch was INSANE! I was staying at a friend's house so she was able to lotion my back...I had Bath and Body Works vanilla massage lotion which helped with the itching from peeling, but if you're burned like I was, you're just gonna have to deal with it until you build your base tan. Now I go in for the full duration on strong beds and don't burn at all.
Your sides...when I'm tanning I flip over on my sides for a couple of minutes for each side...unless you're using a stand up, you will probably need to do this. I think next time you tan you should just do your sides for a few minutes...the other areas will still get some tanning and you'll start to even out. Cut the time down until you're not burning, then gradually build up until you can stay in for the duration. Also, wearing anti-persperant/deoderant will prevent you from tanning...you will have white armpits, so shower well and go tanning w/o it. When I tan on my sides, I keep my arms over my head to tan evenly.
PLEASE get yourself some eye protection! It's very bad not to wear any and by law in FL the salon has to insist on wearing eye protection. They even sell disposable sticker eye things...fifty cents. Goggles are $3.00.
I've used all different lotions. Stay away from tingle lotions until you're not burning anymore. Anything with a bronzer is nice. I had one that was a cooling lotion (blue bottle...Platinum something)...smelled like Icy Hot but when the fans were on it gave a cool sensation to my skin.