ALL THAT...

AND MORE!

by John P. Ribner

Among it’s latest developments, California Tan, Inc. is marketing sunlamps, has a new high-end lotion line and Zoë Girl has grown up – it looks like the 2005 tanning season is going to be very exciting!

Editor’s Note: On September 14, 2004, the indoor tanning media converged on the Los Angeles-based headquarters of California Tan, Inc. to attend the company’s fourth annual press conference since CEO Max Recone acquired the corporation. The lotion giant unveiled many new and exciting things for the upcoming season, including an updated sunless delivery system, several new lotion lines, and a new look for its brand image; but perhaps the biggest surprise of all was the announcement that Cal Tan will begin marketing its own brand of sunlamps in 2005.

Among it’s latest developments, California Tan, Inc. is marketing sunlamps, has a new high-end lotion line and Zoë Girl has grown up – it looks like the 2005 tanning season is going to be very exciting!

The hallmark of a great company is its ability to constantly evolve with the industry it serves. California Tan, Inc. is one such manufacturer. The lotion giant has always strived to “push the envelope” by introducing new and innovative products, as well as improving its popular returning lines each season. For the past four years, California Tan, Inc. has held a press conference in mid-September to introduce its newest creations to the tanning industry’s four trade publications. This event provides the industry’s media reps with a special opportunity to preview Cal Tan’s latest offerings pre-season.

California Tan, Inc.’s fourth annual press conference was a treat for the tanning media. This year’s presentation highlighted many new and redesigned products that are sure to impress both salon pros and tanners alike. Perhaps even more refreshing was the frank and candid nature of the presentation, which encouraged dialog with the media representatives. The end result was an experience that provided an in-depth understanding of the company’s newest releases – its own brand of sunlamps, a new high-end lotion line, and a new and improved Zoë Girl are among them.

From Lotions to Lamps

California Tan saved the biggest announcement for the end of the press conference, but news like this simply can’t wait – the lotion giant is now marketing its own brand of sunlamps. “Lamps are a very important factor in obtaining a tan, but the average tanner doesn’t know that much about them,” said Max Recone, Cal Tan CEO. “We conducted a survey that asked tanners what their favorite sunlamp brands are, and few of them were able to recognize the industry’s top brand names. We then asked them if they would be willing to try California Tan sunlamps, and more than 80 percent said they would.” Although the company didn’t offer any sunlamps at that time, Max says the survey proved one thing – Tanners recognize and trust the California Tan name. Salon owners can benefit from this popularity by using California Tan sunlamps in their equipment.

California Tan has built a solid reputation in the tanning industry by designing and manufacturing top quality lotions; the company has never made a sunlamp. To create its Helio and HelioPulse sunlamp lines, California Tan partnered with sunlamp manufacturer Light Tech of Hungary. “This project was almost two years in the making, and during that time, we met with all the sunlamp makers,” said Recone. “While we were certainly impressed with all of them, the one that stood out for us was Light Tech.”

What’s After X? CT Seven

Following the success of the X Collection products, California Tan has introduced a new line of high-end lotions: CT Seven. “Two years ago, we introduced the X Collection and as we predicted, it was a huge success,” said Recone. “That prompted the question, ‘What comes next?’” California Tan’s R&D and marketing teams rose to that challenge by creating formulations based on newfound SMART Tanning Technology that “thinks for the skin,” delivering the seven elements Cal Tan has identified as essential to tanning – oxygen, energy, copper, zinc, H20, electrolytes and anti-oxidants.

“The tanning process doesn’t stop when the sunlamps turn off; it continues in the skin for 24 to 48 hours after the session,” commented Dr. Debra Pierce, Cal Tan Vice President of Research and Technology. “The ingredients in these products are designed to continue to provide energy and refresh the skin during and after the tanning session, which means deeper, longer-lasting color.”

As one look at the CT Seven packaging would suggest, this is certainly a high-end product line. The Smart Accelerator Step 1 and Smart Maximizer Step 2 lotions come in shiny, silver cans emblazoned with the CT Seven logo, and are packaged with a soft bag to protect the product between uses. The suggested retail price is $90 for a 7oz can. 

Zoë “Grows Up”

When California Tan’s Zoë Girl lotion line was introduced last year, its namesake was a mere teen – cute and trendy with lots of attitude. This year, she has definitely matured, and members of the Cal Tan team were refreshingly candid about the reasons for Zoë’s makeover. “When we introduced Zoë Girl, the tanning distributors and salon owners immediately embraced the concept; but when it got onto the salons’ shelves, it just sat there,” said Recone. “The smaller bottles weren’t seen as much of a value by tanners, and not every salon employee understood the details of the line, so they were unable to sell it as well as they could have. The good news is that we’ve learned a lot since then.”

Knowing they had a great product in Zoë, California Tan set about giving her a “style makeover” for her sophomore appearance. The lotion is now tucked under the Cal Tan brand umbrella and utilizes its three-step tanning system. Perhaps most appealing to Zoë’s target audience – the 20-something female – are the advanced “cellulite busters” in the lotion’s formula, and salon owners should be glad to hear that most of the new Zoë products now come in 8.5oz, pump-top bottles.

The most noticeable change in the line’s image is Zoë herself; or rather, her absence. A sultry and suggestive female silhouette has replaced the trendy illustrated character that graced last year’s bottles. “Since the release of Zoë Girl last year, many similar characters have been featured on products both in and outside the tanning industry,” said Sabrina Little, Cal Tan Director of Communications. “We felt that the silhouette image would be another way to set our product apart. What all this means is that Zoë is growing up!”

Sunless Strategy

The new season also brings some big news from California Tan’s sunless tanning department. In addition to advancements in their sunless tanning solutions, the company is introducing the CustomBronzer 4000 sunless spray system. “We’ve spoken with many salon pros who use our TurboBronzer 3000 and many of their suggestions and pointers influenced the design of the new CustomBronzer 4000 system,” said Wolff Heim, Cal Tan Vice President of UV-Free Marketing. “This new system has a variable speed motor that is smaller, more mobile and quieter than its predecessor, and the ergonomically redesigned spray-gun allows for greater control during application. “For the convenience of salon operators, it also features a red indicator that lights up when it’s time to change the filters.”

California Tan has boldly entered the sunless spray machine market, due in large part to the company’s forward-looking approach to sunless tanning. “This is no fad,” commented Max Recone. “Within two years, in order to be considered a full-service tanning business, salon pros will have to offer some form of sunless alternative for the clients who want it. Tanning salon owners should not view their salons as UV centers but as total tanning centers.” Recone said the key is for salon pros to identify their potential sunless tanners, then pursue those people until they become regular clients; the company’s new training programs address many of these issues.

And a New Look, Too

For the industry’s viewing pleasure, California Tan will mark the 2005 season with a new look in its overall ad campaign image. “In the past, most of our ads featured people in bathing suits; but we all know that a tan is a person’s greatest accessory – you take it with you everywhere you go,” said Sabrina Little. “This season, we’re focusing on a fashion design theme that will feature our models in high fashion clothing and accessories, with credit given to the designers.” The company also added a male model to its lineup, which is sure to be a hit with female salon pros and tanners.

Into the Season

California Tan is geared up and ready for the 2005 season with a host of new and redesigned products that many tanning pros will surely be excited about offering at their salons. As always, the products are available exclusively through authorized California Tan distributors.