by John P. Ribner

Encased in velvet boxes, wrapped in corsets and feathers and made from rare substances gathered from the furthest corners of the Earth…today’s tanning lotions are much more than goop in a tube; they could truly be called works of modern art.

Those who have a career designing indoor tanning lotions can be considered artists in the truest sense of the word. While their methods vary, lotion makers draw from a wide palette of influences to create themes and concepts that will later become their masterpieces. During the process, ingredients, packaging and scents are as essential to the lotion artists as the design elements of composition, color, texture and balance. The end result: a fusion of the individual lotion maker’s artistic goals with the latest tanning technology.

Like paintings hanging in a museum, these works of art adorn salon shelves, just waiting for the opportunity to catch someone’s eye. Unlike a museum, though, tanners are encouraged to touch, smell and feel the lotions, ultimately leading to a purchase – and appreciation of the expertise and passion that went into its creation.

IST talked with many industry professionals about the art of lotion design…

While the Australian Gold creative team officially consists of eight people, it’s actually much larger than that. “It’s our goal to create the best lotions possible for our tanning salon clients, and we often use ideas from everyone who works here, as well as many of our salon customers,” Susan Phemster, AG Brand Manager commented. “This season, Australian Gold got a makeover, Swedish Beauty got a facelift and Caribbean Gold went on a diet.”

Perhaps the most noticeable of Australian Gold’s creative efforts was its new Colorology line – the five-products are packaged in a brand new bottle designed by Australian Gold. “The term ‘ology,’ which means ‘the study of,’ has been incorporated into the Australian Gold line this year,” she said. “After all, that’s what we specialize in – the study of developing great color. This year we ‘studied’ the colors of love, from being a Free Spirit to being Promised and finally ending in Body Kisses. This theme helped drive our choices for color and scent. The ‘Better’ category in the Australian Gold line also introduced a new bottle with our SunDreams lotion. It is the perfect shape to fit in your hand for easy application. This new bottle shape will be the standard for all new products in the Australian Gold ‘Better’ line.”

The current Caribbean Gold products were designed using a unique concept. “Our team will come up with creative and catchy names, such as ‘Sex Kitten’, and we let our graphic design team just take it from there,” Susan stated. “That usually sets the mood for the fragrance and ingredients that will be used.” When creating the Caribbean Gold “It’s All About Attitude” line, which is geared toward younger tanners, the design team considered many great ideas to create the successful products. In the case of top-seller Sex Kitten, trendy colors and packaging – a hot pink bottle with a kitten – and slogans – “JLo’s curves, Britney’s moves, flirty and fire” – quickly followed. Caribbean Gold also reports success with its Glammin’ and Body Candy lotions. “Also, all Caribbean Gold lotions are packaged in 8.5 ounce bottles, making it an economical choice for tanners,” she added.

A good example of Swedish Beauty’s “facelift” can be found in its new lotion, Pink Diamond. “Over the years, Swedish Beauty has established itself as a high-end lotion line, and we’re very proud of that consistency,” Phemster commented. “Still, we wanted to liven the line up a bit while retaining that elegant, upscale look it’s always had. We’re very proud of the hot pink product, which features eye-catching color while still retaining the Swedish Beauty look.” The other big change in Swedish Beauty is the new bottle style used for Unforgiven and Simply Divine. “It has sleek lines and is shrink-wrapped in designs that reflect the Swedish Beauty ambiance,” Phemster commented. Like Australian Gold’s Colorology line, the new Swedish Beauty lotions also contain Lipocare, a proprietary ingredient that’s been clinically proven to reduce the appearance of cellulite by 33 percent, when used regularly.

“We’re very blessed to have had our products well-received by the industry, but we know that we must prove ourselves again,” Phemster commented. “Everyone at Australian Gold is working hard in hopes of making the upcoming tanning season as successful as the last.”

Creating lotions that appeal to younger tanners while offering great skincare and tanning benefits was the inspiration behind Biddiscombe Laboratories’ Deep Hawaii line. “We wanted to focus on skincare benefits because more and more tanners are looking for that in lotions,” said Anthony Barbush, Biddiscombe Vice President of Sales. “To accomplish this, we used high levels of cellulite-reducing, slimming and skin-firming ingredients that have been clinically proven to work. We believe that if your products claim skincare benefits, they must perform and be effective.” While the initial five Deep Hawaii lotions all contain Biddiscombe’s Cellu-Slim Technology, the two latest additions – KoeKoe and Kamani – actually promote it on the product label. “Our research indicates that people want to see these ingredients on the front of the bottle,” Anthony added.

Once the skincare concept was established, the next step in Deep Hawaii’s creation was the theme. “Since we package many of our high-end lotions in black tubes and bottles, we wanted a different look for this line,” Anthony explained. “We’re marketing these lotions to tanners in the 18 to 28 age range, so we designed white bottles with bright colors and tropical themes. We believe the look is fun and exciting, and suggests an exotic, Hawaiian getaway.”

“Rather than just blend a bunch of ingredients together, we used high levels of a few key ingredients that we know will work,” Anthony said. “Interestingly, they are all native to Hawaii, which maintains the theme.” For example, the Devil’s Apron found in the Mahi tingle intensifier is a sea algae that offers slimming and toning benefits, as is the Bladderwrack found in the Luana moisturizer. Other native Hawaiian extracts are Monoi De Hawaii, Passion Fruit, Kukui Nut Oil and Frangipani. For fragrances, Anthony looked no further than the exotic scents of the islands, and many of the lotions offer relaxing aromatherapeutic benefits.

Biddiscombe’s future promises to be exciting – the well-known maker of indoor tanning and skincare products was purchased in October 2004 by industry newcomers Peter Lewis and John Melville. While the 2004/05 products were created before the two took the helm, Biddiscombe will certainly utilize their extensive business and chemical engineering expertise in the coming season. “We’ve discovered that Biddiscombe’s strength is in product manufacturing, so we will upgrade our technical, marketing and creative capabilities to the highest level in the industry to complement the high quality products we manufacture,” Lewis commented.

“We’re currently developing several new product lines to debut this fall and into 2006, and we’re very excited about the future” Lewis said. “These lines will show a dramatic upgrade in every aspect of the creative, formulating, marketing and promotional processes involved in lotion design.” Their first new release will be a product line that Peter describes as “cutting edge, with a retro feel.” The other new line he said will be “an elite lotion line with very distinctive packaging.”

“Biddiscombe is a well established business, but for us it is a new company, and the industry can expect some interesting developments from us,” Lewis said. “We’re excited about being a part of this industry, and our goal is to create the best tanning products that offer the most value to salons, while having a great time doing it.”

What Blacklight Suncare’s two-person team might lack in size, they make up for in originality and imagination. Take the lotion maker’s signature bottle in the Ultimate line for example – it’s like no other in the indoor tanning industry. The bottle features a triangular cut-out in the top of the plastic, and is also embossed with the brand name, adding to its shelf presence. This one-of-a-kind bottle was designed by the company’s President, himself, Andre Saavedra. “I was sitting at home one day, doodling on a piece of paper, and I just kind of came up with a rough sketch” he recalled. “We took the sketch to a bottle manufacturer, and he said that it could definitely be done. The rest, as they say, is history.”

When it comes to the artwork for Blacklight Suncare’s lotion labels, Creative Director Amy Hamernick develops many of the interesting and eye-catching designs. In the case of one of the new lines for 2005, Cotton Candy, the stylized drawings of the female models came from an unlikely source. “A unique sketch done by a friend of my sister, Tara Champy, a 16-year-old high school student, really caught my eye,” explained Hamernick. “Tara aspires to be a fashion designer, and she uses her model sketches to show off her clothing designs.” Inspired by the concept, Amy and Andre created the fun and lively product line.

When it comes to scents, Blacklight Suncare takes a personal approach. “Many salon pros allow us to bring fragrance samples into their businesses and conduct testing with their tanners as the focus group,” Andre said. “We ask them which scents they would most like to have in a tanning lotion, and their input helps guide our decisions. In fact, this is how the scents for our new Cotton Candy and Fixation lines were chosen – by the tanners – and this approach has worked very well for us.”

The last step in the lotion creation process – choosing ingredients – is a matter taken seriously by the team at Blacklight Suncare. Andre says the company “over commits” on quality, with 3 times the recommended active tanning elements in each formula, as well as the latest ingredients to help ensure tanners’ skin stays healthy during the tanning process. Premium ingredients such as vitamins A, C and D, Biotin, Caffeine and various Seaweed, Caviar and Oyster extracts all work to help improve skin firmness, tone and complexion to create a more even tan, according to Andre. “The Ultimate line has become synonymous with advanced tanning, specifically our high–intensity tingle formulas. Our customers get great results and want to use our products again and again,” he commented.

Body Drench

When it comes to making lotions, the creative team at Body Drench likes to “get funky”. In his spare time, Quinn Redeker, Body Drench National Sales Manager, plays drums for a funk band called Shaft, and while he pounds out the infectious rhythms, the musical experience allows his creative juices to flow with wild abandon. The result: exciting products such as Go-Go Juice, Sunshine 77, and the Sweet Mary Jane series.

Quinn’s initial inspiration for the Sweet Mary Jane series was the alluring pin-up girls painted on many U.S. bomber planes that flew during World War II. “We took that look of innocence and beauty from the 1940s and updated it with a modern, “Charlie’s Angels’ kind of feel,” Quinn explained. “We wanted them to have brighter colors and more movement, so the look would be cool, confident and fun.” To help make this hip concept a reality, Quinn enlisted the aid of bandmate and fellow funkster, Damon Robinson, who owns a design company. “We told Damon that we wanted the bottles to pop off the shelf, and he came up with three exciting designs utilizing colors that speak to each product’s identity – hot red and pink for the tingle (Roxie), a cool blue for the cooling (Josie), and bright yellow and green for the non-tingle (Dixie). We’re very happy with this series, and it’s gotten a great response from salon pros and tanners.”

When it comes to product formulation, Body Drench has a unique method. “Our goal is to actually create the best skincare products first, then figure out how to also make them help develop a tan,” Quinn explained. “We want to make products that help make people look good, and a tan is part of that.” Such is the case with Go-Go Juice and Sunshine 77, two of the company’s newer products for the 2004/2005 season. “Go-Go Juice contains Buriti Oil, which is derived from a fruit found in the Amazon rainforest and is very rich in beta-carotenes,” Quinn said. “This ingredient helps enhance the development of melanin in the skin for a deeper, darker tan.” Sunshine 77 also contains several exciting ingredients such as Vegetan Ultra, XTC Complex and Rice Protein, all of which offer anti-aging benefits to the skin. Both lotions feature bright, hip packaging with eye-catching colors, proving that Body Drench products offer shelf presence as well as quality formulas.

Given Body Drench’s latest creations, it’s obvious that the company doesn’t “fake the funk.” With an exciting season behind them, Quinn is jazzed about future jam sessions, which will no doubt lead to even more interesting concepts. “We send salon owners samples of the products we’re developing to get them involved in the design process, too,” he said. “We’re not building lotions for ourselves, we’re making them for salon professionals–to help them be successful, and their knowledge of what tanners want is invaluable to us.”

The desire to “shake things up” within its own product offerings was the inspiration for BreeZe Products’ newest lotion line – Crazy Island. “I joined the company in 2002 and the owner, Mike Lemle, told me that while he was happy with BreeZe’s current offerings, he really wanted to think outside the box to make something entirely different from what was done before,” said Robert Dowdell, BreeZe Vice President of Research and Development. “The result was the Platinum line, which utilized a cosmetic base that gave the lotions a different consistency and provided a high-quality feeling on the skin. The next year, we made the Diamond line, which was a reworking of the Platinum line, and both were very successful with tanners.”

For the 2004/05 season, Mike Lemle again wanted to shake things up – and the Crazy Island line was born. “We wanted to create a product that appeals to a tanner demographic between the ages of 18 and 25, and Crazy Island is the result,” Dowdell explained. “This was a complete departure from the elite, classy image of the Diamond and Platinum lines – Crazy Island has a more wild and fun look, utilizing bright, colorful packaging, new skincare ingredients and exotic scents.”

Perhaps the most unique aspect of the Crazy Island line is that it’s separated into products targeted to males or females specifically. “Men and women tend to respond to different fragrances and packaging options in tanning lotions, and we addressed that with this line,” Dowdell commented. One thing all Crazy Island lotions have in common is an exciting new ingredient called Enteromorpha Compressa, a type of nutrient-rich sea algae. “We work closely with our raw material vendors to find products that are clinically proven to benefit tanners’ skin,” Dowdell said. “Clinical studies have shown that this algae helps to restore the balance of electrolytes in the skin after a workout or UV exposure, as well as aiding in moisture retention. More importantly, our lotions contain the same amount of the algae as was used in the clinical trials, ensuring that these skincare benefits are delivered.” The lotion formulas also include various ingredients that have anti-oxidant properties, such as Green and White Tea extracts.

Each lotion in the Crazy Island series has a different scent, depending on its “target gender.” For example, Crazy Island Guys Big Flirt Hot Bronzer has a tangerine fragrance. “Everyone we sampled, both men and women, said they loved this scent, so we decided to utilize it in one of the male products,” Dowdell commented. “The Crazy Island Girls Summer Heat Hot Bronzer is virtually the same lotion, except it has a toasted hazelnut fragrance, which is a bit more feminine.” Both bottle designs feature a brightly colored drawing of a man or a woman, depending on its target gender, standing on a beach with palm trees in the background, and the rest of the line is packaged in much the same way.

“We had a lot of fun designing these latest products, and we’ll continue to take the same creative approach in the future,” Dowdell said. “This will ensure that BreeZe Products continues to push the envelope in lotion creativity and design.”

From state-of-the-art packaging to cutting edge tanning technology, the various products in the California Tan, Inc. families are very creative, indeed. That’s because of the company’s unique and productive team approach to creating indoor tanning lotions.

Last year, members of marketing, research and development staffs and six from the company’s in-house creative team spent half a day on the beach in scenic Santa Monica, CA. “Each year, we hold an off-site brainstorming session to look at what’s hot from industries such as fashion, beauty and skincare, and see how some of these elements can be applied to indoor tanning products,” explained Andrea Andrade, California Tan Vice President of Marketing-UV. “Then, everyone tosses out ideas about what would make the ultimate tanning lotions, which is a very fun process. At the end of the day, we have many great concepts that end up becoming our top-sellers for the upcoming season.”

While the creative team brainstorms on the beach, R&D is busy in the lab, perfecting the new product formulas. “California Tan has always been at the forefront of tanning technology,” Andrea commented. “We understand that no matter how good a lotion’s scent and packaging might be, it still has to work; which is why the ingredients and tanning technology behind them are so important to us.”

Speaking of tanning technology, the company is especially proud of its CT Seven Maximizer lotions, so named because they contain the “Savvy Seven,” the seven elements recognized by California Tan as essential to the tanning process – Oxygen, Energy, Copper, Zinc, H2O, Electrolytes and Antioxidants. This “Smart” tanning technology was developed by California Tan’s research team, headed by Dr. Deborah Pierce, Vice President of Research and Technology, who has been formulating the company’s lotions for the past 17 years.

Once a product’s tanning technology has been perfected, it’s time to choose the scent. California Tan’s goal is to utilize scents that are not only appealing, but also work with the ingredients, theme and direction. “LiquidOx has an invigorating citrus scent, while the Emerald Bay line, which is geared toward college-aged tanners, has a variety of exciting fragrances that reflect the line’s ‘tropical party’ theme,” Andrea said. “Everything is designed to fit the themes that the creative team develops for each product.”

Like everything else in the creative process, the packaging must also compliment the product’s theme and direction. For example, Andrea cites the packaging used in the Matahari product family. “This line was developed for tanners who think of tanning as more of a relaxing, spa-like experience,” she explained. “The bottles utilize darker colors and graphics that give the line more of an exotic image. By contrast, the CT Seven lotions have quite a different look – we wanted it to project a high-end image, similar to products found in stores on Rodeo Drive in Beverly Hills. Zoë and Emerald Bay have an entirely different target demographic – younger tanners – so the packaging for those lines reflects a more hip and trendy attitude.”

For Andrea, the art of making lotions is the part of her job that she loves best. “There are so many fresh and vibrant ideas that come from these creative sessions,” she said. “It’s so exciting to work with people who are enthusiastic and passionate about their jobs and the products they’re creating.”

When it comes to creative lotion packaging, fragrances and design, Designer Skin was the talk of the industry this season. “Development is the most labor-intenstive part of the job, but it’s also my favorite part,” said Beth Felker, Designer Skin Vice President. “Each year we work very hard to outdo ourselves in terms of developing unique packaging, fragrances, ingredients, and most importantly, concepts. Each new product is definitely a collaborative team effort which is quite involved, and takes about nine months from inception to production.”

In the case of Designer Skin’s No. 1 selling lotion for the 04/05 season, Tao, the team came up with the name first, and that drove the package design – a yin/yang symbol with Asian dragons in mystical blues and greens on a black background. “We pride ourselves on our packaging,” Beth added. “It’s not just about putting bright colors on a bottle; we strive to develop an artistic concept for each of our products.” Tao also has a unisex fig scent and contains state-of-the-art anti-aging and skin-firming ingredients.

Even Designer Skin’s new value line, Splash Tanning Tonics, shows the company’s creative flair. “We decided to go with a hip, retro design and packaging that is reminiscent of old fashioned apothecary bottles. This kitschy, nos-

talgic concept has really caught on with tanners.” The line’s top seller, Choc-O-Holic Dual Action Bronzer has an appropriately coco-vanilla scent, and contains Aloe Vera and vitamins C and E to provide premium skincare. As with other products in the Designer Skin family, Choc-O-Holic was designed from the name up. “Because this is our value-end line, we didn’t want it to look like our Designer Skin or Boutique products; it has its own unique identity appropriate to its niche,” Beth explained.
The No. 1 selling lotion of the Boutique Bronzing Ambiance line was Bronze Bondage, and it’s easy to see why. The lotion offers a dual bronzer, Perfect Nectar scent and cutting edge ingredients such as French wine extracts, CoQ10 and Liposomes to enhance both the product’s tanning performance and skincare benefits. Of course, it didn’t hurt that the product is wrapped in a provocative “corset,” the first of its kind in the indoor tanning industry. “This product idea actually started with the corset and then we built the branding around the packaging,” Beth laughed. “The whole corset concept is very popular across other industries and was extremely fun to apply to a tanning product. The response has been tremendous.”

Devoted Creations focuses on three key elements when creating its lotion masterpieces – packaging, fragrance and ingredients. “Our goal is to create products that are classy, respectable and high-end,” said Lewis Henry, Devoted Creations Vice President of Marketing and Design. “We choose product names that everyone can identify with, and follow up with a bottle design that seems to jump off the shelf. We keep our finger on the pulse of the latest marketing trends, and we use proven color blends that will catch the eye.” Lewis’s reason for this is simple – attractive and exciting packaging gets tanners interested in lotion.

Once a tanner is interested enough to pick up a bottle, Lewis says the next step is to hook them with a sweet-smelling fragrance. “Typically, we utilize scents that both men and women will like, depending on the product,” Lewis explained. “We conduct research with stores such as Bath & Body Works to determine the popular fragrances, which helps us in choosing which scents to use.” For example, after discovering that cucumber-melon was a popular fragrance, Devoted Creations used the scent for its Purity lotion. Also, Lewis credits Adore’s black cherry fragrance for helping the product become the company’s No. 1 seller for the 2004/05 season.

If a tanning client has become interested enough to pick up a bottle of Devoted Creations lotion and smell its fragrance, Lewis says that chances are, they’re going to try it – this is where the art of creating lotions really comes into play. “When they spend the money to try it, that lotion better provide the results they’re looking for, or they’ll never use it again,” he commented. “That’s why the focus of our lotion lines is not only providing great skincare, but also ingredients that promote excellent tanning results.”

All Devoted Creations products are aloe vera-based, and many contain the company’s exclusive StrivitanTM formula, which offers fine line reducing and skin firming benefits.

Stacy Kaufman, President of Performance Brands, Inc., blames himself for most of the unique, sometimes wacky products offered by Fiesta Sun and Pro Tan. “I have a wandering mind; I’m always thinking about something,” he laughed. “It was the kind of thing that got me into trouble when I was a kid, but it’s more of an asset to me now. I’ve also been blessed to have very creative thinkers on my team and when we put our imaginations together, we come up with great ideas.”

When Stacy first began making tanning lotions, his goal was simple – create formulas that offer great tanning results. His method for getting these products noticed, however, was quite different. “Everything we make is unique and purposeful,” he explained. “We are a lifestyle company – we use our creativity to come up with lifestyle themes, and then follow those themes all the way through the product line.” Such is the case with Fiesta Sun’s TanTini line – four lotions packaged in bottles resembling martini shakers and featuring unique fragrances – like Raspberry, Chocolate, Nashi Pear Mimosa and Hawaiian Citrus, with premium ingredients such as Grape Seed, White Tea and Kola Extracts, and Extra Virgin Olive Oil. “Everyone knows you need olives to make a great martini,” Stacy commented. “Of course, olive oil is also an excellent moisturizer, which is why we included it in this product.”

Also registering high on the uniqueness meter is the company’s new Foxy lotion line, designed for the younger tanner. While the two products have unique scents and advanced tanning formulas, perhaps their most noticeable feature is the “mascot”– a curvaceous girl in a sexy fox suit – on the fuzzy, velvet-like label. “People like things that they can touch and feel, so this bottle design plays into that,” Stacy said. “It’s been a huge success for us! In fact, I just found out that the Foxy label design was chosen one of the ‘World’s Best’. I’ll share more details soon.”

Another distinctive aspect of Fiesta Sun packaging is the free gift that comes with the Dual-Action Hemp Parfait line – the popular “naked magnetic man,” better known as “Naked Man.” The little, flesh-tone doll with crazy hair can be found hugging many Fiesta Sun bottles, and is a popular trade show freebie. “We wanted to add something to our lotions that was crazy and fun, and our original Fiesta Sun logo had an image of a blank, sunbathing body, so we decided to make it come alive,” Stacy recalled. “We struggled to come up with a name for him, then, it just hit me – he’s a naked magnetic man – and that was it. Everyone now just calls him the ‘Naked Man’. He makes a good business card holder when you lay him on his back; people find lots of things to do with him.”

When choosing fragrances, Stacy and his team consider hundreds of scents supplied by their vendors, finally narrowing the group down to around 20 that will be used in future products. Then, they take samples of those scents to the tanning expo in Las Vegas. “We have been surveying salon pros and tanners for the past four years, over 500 each year, to help us choose fragrances,” Stacy said. “As for our formulas, we have several proven bases that people seem to really love, and we build on those,” he continued. “Making lotions is like being a good cook; you just get in there and create. We only use quality ingredients, and when it comes to making product claims, we make sure to get all of the clinical data from our suppliers.”

“The upcoming season is going to be great for salon owners,” Stacy commented. “I’ve asked the man above to provide perfect weather so that we all can keep this wonderful industry going in the right direction. Good weather, great new products and happy customers…that’s tanning!”

Getting tanners involved in the lotion development process – that’s what drives Fiji Blend’s creative endeavors. “Our staff is made up of professionals with many years of experience in the indoor tanning industry, and we’ve created many products over the course of our careers,” said Terry Katz, Fiji Blend President. “It’s our goal to create products that tanning pros know will sell in their salons – that’s the way we’ve always worked.” At Fiji Blend, the creative process is a very democratic and collaborative effort – everyone from the company’s creative team to its receptionist, and even friends of employees are free to offer ideas on everything from scents and ingredients to packaging. “We’re not creating in a vacuum,” Terry added.

The folks at Fiji Blend really had their thinking caps on for the 2004/05 season – the company developed some distinctive and interesting lotions within more than one product category. When the idea to make a high-end product was discussed, the team created Velvet Nights, which represents a breakthrough in both packaging and design. “We were taking a very understated, high-end approach with this lotion, similar to products by Coco Chanel,” Terry commented. “The lotion is packaged in a dark, velvet-like box which is elegant, unique and can be used as a keepsake, such as a jewelry box.” There’s no doubt that the company’s Fire Walker lotion is a hot-action product; the bottle, with its asymmetrical design in yellow and red, resembles a burning flame. “With this product, we wanted something that would be eye-catching and just jump off the shelf,” Terry said.

When it comes to fragrance, Fiji Blend takes a different creative approach, according to Terry. “Our fragrances don’t have a single scent that identifies them,” Terry said. “They’ve all been mixed to such a degree that they become hybridized – in some cases, we have up to 15 different scents mixed into one lotion. We do this because our research has indicated that if you tell people your product has one scent, and that happens to be a scent that doesn’t appeal to them, they won’t give it chance.” By mixing and blending fragrances, Fiji Blend believes they create beautifully scented lotions that appeal to a wide variety of tanning clients.

Fiji Blend is willing to go to the bottom of the sea to find ingredients for its tanning products. That’s the case with Abyssine, which is used in its Vivid Facial Tanning Rejuvenator. “Abyssine is a molecule that was discovered living in the thermal vents in the bottom of the ocean, where it was once believed that no life could survive because of the temperatures, which usually reach over 250 degrees,” Terry explained. “It’s been found that this molecule is beneficial in cell regeneration and health, which is why we decided to feature it in our facial tanning product.” Also used in other Fiji Blend products are exotic ingredients such as Arnica, Mallow Extract and Himalayan Raspberry Extract, which all offer various antioxidant and skincare benefits.

When all is said and done, Fiji Blend is proud of its highly unique products. “Rather than trying to copy the latest trend, we take time to ensure that we offer something that’s very different as well as effective,” Terry said.

When creating its latest lotion line, Oriental Secrets, the folks at Animal Tan truly thought outside the box – their own box. After all, this is the company responsible for designing a lotion line packaged in bottles that incorporate vivid animal faces and colors, so products packaged in pristine, white bottles with red Chinese symbols on the labels could certainly be considered a departure for them.

“We wanted this new line to be truly different from anything out there today,” said Pat Tompkins, Animal Tan owner. “The Chinese symbols, which are very popular today, look very clean on the white bottles, and of course, each of the symbols has a meaning.” For example, Tompkins explained that the symbol on the Rising Sun Accelerator label means “good fortune,” while the symbol on Red Dragon Intensifier means “long life”, and for Black Buddah, the symbol for “good luck” was chosen.

The concept behind the Oriental Secrets product line is based on taking the tanner through the steps of being a beginner, to a more experienced tanner. “Rising Sun is a standard, heat-free tanning lotion, while Red Dragon Intensifier allows tanners to work their way up to the heat,” Tompkins said. “Once they’re used to the heat and reach a tanning plateau, they can use Black Buddah Intensifier, which contains heat and even more Hemp.”

All the three Oriental Secrets products also contain the company’s three main anti-aging ingredients: Avocadin HS-80, Pepha-Tight and Unisurrection S-61. “These lotions have a scent called Mineral Spa, which is clean and fresh,” Tompkins added. To complete the creative process for Oriental Secrets, a temporary tattoo was designed to be included with each bottle, to compliment the product theme.

While Oriental Secrets has been popular for the 2005 season, Animal Tan continues to manufacture its flagship product line. “Everyone loves and appreciates the beauty of animals,” Tompkins commented. “Their colors, coats and faces are all incorporated into the labels of the Animal Tan lotions, each bottle detailed with the sleekness and beauty of the individual creature. The look is totally unique in the industry.”

All eight Animal Tan formulas contain premium tanning ingredients such as L-Tyrosine, Glucose Tyrosinate and Unipertan V-2000, but also feature eight all-natural, homeopathic ingredients combined specifically to further enhance the process and make results last longer. “We don’t use any dyes in our products because we don’t need to, and our moisturizers are built into each lotion,” Tompkins added. “As for fragrance, we chose Mango because it smells nice before, during and after the tanning process.”

“When we introduced our Animal Tan line, it had a look that was the first of its kind for tanning lotions, and we enjoy creating totally unique concepts for our products,” Pat commented.

Creativity is a highly valued commodity at Supre, as evidenced by the company’s fresh and exciting products. The company’s popular lotions are the result of a team effort; they meet on a regular basis to discuss packaging, fragrance and ingredient strategies. “No matter what position we’re hiring for, we’re always looking for creative people because those are the people who come up with exciting new ideas that help us make the best products we can,” said Scott Olsen, Supre National Sales Manager. “This is what helps us continue to develop the innovative products we do, and we’re very thankful for our staff. One of the keys to Supre’s packaging successes is its own design agency, Signal, which is responsible for virtually every Supre package design that the industry sees.”

One of Olsen’s duties at Supre is to research new and exciting packaging concepts that the lotion maker might offer to the tanning industry. “Packaging is very important to us,” Scott stated, matter-of-factly. “It’s something we research all year. We believe that new and exciting packaging will catch the customer’s eye, make them want to pick up the product, smell it, and maybe even try it on their skin.”

The company had an exciting breakthrough with the pouch used in its Shift and Vibe lotions. “Our first product offered in the pouch was Shift, where we went with a matte finish,” Olsen said. “For Vibe, we wanted to feature more vibrant colors so we used a foil pouch that allowed us to incorporate the bright, swirling purple on the yellow and red background. We also shaped the pouch to have a pointed tip, so it gives the impression of a brightly painted surfboard.” Also prominent in the unique packaging department is Tempt, which comes in long, fluted bottles wrapped in black tribal designs, giving the product an air of “mystery and timelessness.”

Supre seeks fragrances that will reflect each product’s theme or direction. “Our team meets several times a year on this subject because we don’t like to limit our choices,” Olsen commented. “We like to go out on the edge with a new and exciting fragrance to make an impact.” For example, in keeping with Tempt’s mysterious, tribal theme, Supre used a fragrance that combines elements of floral musk, tropical fruits, amber and sandalwood. To compliment Vibe’s bright, exciting look is the scent of banana and citrus; Shift, with its almost utilitarian look, features a potpourri of caramel, vanilla and passion fruit. “One of our most popular scents was the one used in the Smoke line, which combined passion fruit, pineapple and mango,” Olsen added.

As with packaging and fragrance, researching the latest ingredient trends is also an annual project at Supre. “Indoor tanning is a fun, exciting industry and we keep that spirit when looking for ingredients,” Olsen commented. “The goal is to always stay on top of the latest trends, as well as ahead of the curve on research into groundbreaking ingredients that will aid both tanning and skincare.” Olsen credits Marketing Director Sunny Stinchcombe with doing an outstanding job of pulling all of the market research together to help the company define the focus for each new product.

The Luxury Brand Group is a new lotion maker that prides itself on having “the look” – hip, sexy and modern. They seem to be marketing a lifestyle as much as their Darkside tanning lotion line. To John Macintosh, the Toronto-based company’s President, it’s all part of the plan.

“We are a team of entrepreneurs that has been developing products in several industries for the past 10 years, and our goal has always been the same – to bring products and services with a philosophy that’s never been done before,” Macintosh commented. “Our goal is to create products that are understated and elegant – think of it as the Neiman Marcus of indoor tanning lotions.” Darkside’s highly stylized packaging and website exemplify the company’s image.

Luxury Brand Group’s Darkside lotion line isn’t short on style or substance – the formulas are designed to offer excellent tanning results and skincare. In fact, the company has a unique angle, and it’s one they’re proud of – they are the only tanning lotion manufacturer with a dermatologist on staff – Kate Kotyleva, Vice President of Product Development. She adds her dermatological expertise to help find new and exciting skincare ingredients to utilize in Darkside lotions. One of the ingredients Kotyleva helped bring to the company’s products is Tamanu Oil, which is derived from the seeds of the Tamanu tree that grows in Fiji. “This oil has excellent skincare and anti-aging benefits, but that’s just one of many effective ingredients our lotions contain,” Macintosh said. “Our products also have a proprietary delivery system that traps moisture and delivers all the beneficial ingredients into the skin.”

To complete its dramatic entry into the tanning industry, Luxury Brand Group has taken another unique approach - giving away $400 in Darkside products to potential customers. "If you test drive a luxury car such as a Mercedes Benz or BMW, chances are you'll fall in love with its performance and want to purchase it," John Macintosh explained. "It's the same concept here. We believe in our product so much that we're willing to allow salon pros to try it out. Once their clients see the results, we're confident they'll want to offer Darkside at their salons."

This year, Olympic Sun threw its hat into the indoor tanning arena by introducing a tanning product developed with cutting edge skincare research. The result of their scientific approach – Palms Sun Care – is a tanning gel that contains what the company considers to be a “miracle” ingredient: Green Tea Extract.

“Green Tea not only helps tanners develop great color, it could also protect them from skin damage associated with UV overexposure, says Chris Vaughan, Olympic Sun Vice President of Research and Development, and creator of the product.

“The University of Alabama at Birmingham recently conducted a study on the effects of Green Tea Extract on hairless mice that were exposed to UV light, and the group of mice treated with the Green Tea Extract experienced at least 70 percent less skin damage than the untreated groups. While there certainly is a huge difference between mice and humans, we felt that offering these potential benefits to tanners was an opportunity too good to pass up, so we created Palms Sun Care.”

Palms Sun Care was born of Chris Vaughan’s expertise, honed from years of developing various SPF and beauty products for beauty companies. “The trick was to discover a way to extract the active ingredients, known as polyphenolic compounds, while keeping these ingredients active, allowing their powerful antioxidant benefits to be passed on to tanners’ skin,” he explained. “Once that process was mastered, we went on to create what we believe is a product that offers an advantage – it protects against UV light-induced photodamage while helping develop a great tan.” In addition, the gel formula contains no oils that might deteriorate sunbed acrylic shields. Other key ingredients include Aloe, N-Acetyrosine, DHA, Melanin and Vitamin E.

Palms Sun Care tanning gel is Olympic Sun’s first tanning product release, but certainly won’t be its last. “As a new company coming into the tanning industry, we didn’t want to create another ‘me-too’ product that just copied the technology of an existing lotion,” he said. “Instead, we wanted to offer something completely different, which is what new companies do in order to make their presence known. We’ve had a great response from the industry so far, and we’ll continue to research new and exciting ingredients we can use to create other unique products.”

In both fashion and function, Soleil Spa tanning treatments are definitely distinctive. What sets them apart in this industry is the company’s founding concept – aromatherapy combined with premium skincare. Soleil Spa products contain pure essential oils that are formulated for even the most sensitive skin types and have aromas that will benefit tanners during the tanning session. “We know what people want, especially women – they want to look good and feel good about themselves, and that’s why many people tan indoors,” commented Holly Cortez, Soleil Spa Operations Manager and A.C.E certified Personal Trainer and Nutritionist. “As a woman-based company, our goal was to design cosmetic grade products that revive and renew tanners during a spa pampering session. In everyday life, we only apply the most discriminating products to our own skin, and in return have researched and developed the finest ingredients for our formulas. To do this, we combined proven herbal remedies and premium cosmetic grade ingredients with the latest in tanning technology,” explained Shawna Hunter-Fehringer, company founder/president.

When creating its tanning product line, Soleil Spa took a unique creative approach – rather than following the current trend of existing products, the company designed its packaging to look like nothing else in the tanning industry. “Our look is elegant, simplistic and holistic,” Holly commented. “We want to appeal to tanners who are not in the 25 and under demographic – the professional, more mature, upscale client who’s typically between the ages of 30 and 50, enjoys tanning as a way to relax, is constantly on the go, and chooses products because of their quality skincare ingredients.”

In addition to premium botanical bronzers, Soleil Spa formulas contain ingredients such as Soy Complex Proteins, Avocado, Grape Seed, Green Tea, Silk Proteins and Shea Butter, as well as top quality pure essential oils that can be used by clients who may have eczema or many other skin disorders. Another key ingredient is ActiFirm TS, which is clinically proven to reduce fine lines and leave skin smoother and younger looking, and is found only in fine cosmetics. Formulas are blended to provide tanners with specific aromatherapeutic benefits: Mandarin/Lime Leaf uplifts and refreshes, Rosemary/Spearmint invigorates the body and comforts the mind, Vanilla Bean/Jasmine relieves stress and calms the nervous system, and Aloe/Peppermint soothes and energizes.

Soleil Spa tanning treatments are packaged in amber-colored bottles to keep light from degrading the integrity of the pure essential oils in the lotions, as well as preserve the active ingredients essential to the tanning process, which have a shelf life of only two years. The product labeling follows the same elegant, understated theme, featuring a single color and a picture of the lotion’s primary aromatherapeutic ingredient.

“We stay true to our slogan, “Good for the Skin – Good for the Soul”, by formulating unique products that enhance the tanning experience for the body and the mind,” said Holly Cortez. “Tanning should be more than a quick, 20-minute visit to the spa or salon...it should be a well deserved spa treatment that sets the mood for the rest of the day,” commented Shawna.

mus are flightless birds native to Australia that are now being farmed all over world for their meat, skin, feathers and other natural products. So, what do these creatures – they resemble ostriches, only smaller – have to do with indoor tanning? The answer is all in the oil that’s produced by the birds, says Carlos Burleson, owner of TanZotic Tanning Products.

“Emu oil has a wide range of health benefits because it’s made up of Omega 3, 6 and 9 essential fatty acids and is a natural anti-inflammatory that can be taken orally or applied to the skin,” Carlos commented. “Many people use it for everything from reducing swelling and stiffness in their joints to reducing bruising and muscle pain. Research has also shown that emu oil can help thicken the skin, reducing the appearance of aging.”

The reason Carlos knows so much about emu oil is simple – he and his partner own and operate one of the biggest emu farms in the U.S. “My wife, DeAnna, has been tanning for a long time, and she was the one who suggested utilizing AEA Certified, Fully Refined emu oil in a tanning lotion,” Carlos recalled. “After researching the indoor tanning industry, I also thought it was a good idea.”

Since emu oil has a pH level that’s very similar to that of human skin, it penetrates all layers of the skin very easily. Carlos reasoned that with its exceptional absorption capability, this could be used as a delivery system for his lotion’s premium tanning ingredients, including Hemp Seed Oil, L-Tyrosine, Aloe Vera and other natural and botanical extracts. “The emu oil allows the L-Tyrosine to penetrate quickly to the nerve endings, so melanin is produced for a darker, faster, longer lasting tan,” Carlos said.

Carlos started TanZotic in 2003, but the company really made its presence known in the 2004/05 tanning season with the release of its six-product Xotic Xplosion line that consists of four accelerators, an after-tan moisturizer and a salt scrub. These products also feature interesting and popular fragrances – dreamsicle, birthday cake and Sweet Tart – as well as attractive, brightly colored bottles. “We’re still relatively new in this industry, but we plan to be here a long time,” Carlos commented.

“It’s our goal to educate tanners about the importance of skincare during the tanning process, and we believe our product addresses that issue while providing great results.”