Black Gold

Black Gold
Better Tanning Through Chemistry

by Hollie Costello

When studying for his Ph.D. degree in biochemistry at the University of Wales, Ashok Patel had no idea he would soon be using his knowledge of mixing natural ingredients and chemicals to make a more productive tanning lotion. However, when the opportunity came in 1998 to purchase Black Gold from his two partners, Patel knew he could make the company thrive by using his background and his business savvy.

Chemical Buildup

Patel was a chemical importer and distributor when he was approached in 1996 by the partners of Black Gold products to work as a consultant on their tanning lotions. With three products in the Black Gold line, the partners were looking to expand and improve their current products and Patel was a logical choice.

"Originally, I was just a consultant for the company. I would go into the laboratory and work with the formulas they had, improving them with the chemicals I was selling," he says. "Soon, I was spending so much time there, I asked to be a partner in the company."

However, the real jump came in 1998 when the partners behind Black Gold decided to change industries. Patel, confident of his product, decided to purchase the company from the partners and bring all his formulas and manufacturing in-house.

"We are a unique company in that everything is done in-house," he says. "Not only all the formulas that create the lotions, but also the advertising, marketing and labeling."

From the time Patel took over, Black Gold started on a slow but steady growth, expanding its line from three products to eight the first year and adding four more products for the new millennium. However, the company keeps its eye on the prize, working toward its goal of being part of the top five lotion manufacturers in the country.

"We are working hard at our goal and from current numbers, I believe it to be very attainable," he says. "In addition to Black Gold, we are working with private label companies and I continue to sell chemicals to other lotion manufacturers."

A Chill is in the Air

One of Patel's greatest successes has been the addition of Chill and Chill-out, cooling products that has made the industry stand-up and take notice since their inception in 1998. The products, working effectively to cool the skin like an ocean breeze while tanning, were introduced in early 1998 and have climbed steadily ever since.

These products, in effect, utilize a unique copper peptide which stimulates melanin production in the skin--giving tanners a faster, deeper tan..

"Chill and Chill-out are for those tanners who don't need to see a reddening of the skin when they leave the tanning salon," he says. "However, we have noticed a demand for the tingle products so we are now branching out."

That branch includes tingle products, which stimulate skin to give the appearance of a red color when leaving the bed. Black Gold's new Tingle Bronzing lotion and Tingle Bronzing spray are just one way the company is working to meet the demands of all tanners. In addition to the Tingle Bronzing products, the company has introduced a Sunless Tan Cream and a Moisturizing Cream for after tanning. Now tanners can even out their skin tone and make skin feel silky smooth without veering from the Black Gold label, Patel says.

Black Gold also has added Face Oil and Face Oil Cream to their line--creating a special formula for the most sensitive skin on the body.

Even with all the additions this year, Patel will not rest on his laurels. It is his intention to come out with an entire line of after-tan moisturizers and to improve upon his current formulas to build a deeper, darker tan faster.

"We have a very loyal customer base and I want to continue to make them as happy as they can be," Patel says. "Everyone we talk to about our product recognizes the high-end materials we use in our products and the quality they are getting for the price."

Patel tries to keep his Black Gold lotions in the mid-price range so customers who can't afford the most expensive, high-end lotions can still tan in quality.

"It is important to me that customers can use and recognize the quality behind our products," Patel says. "If I want to be one of the best, I have to work with the best and that is what I always intend to do."