Emerald Bay

Emerald Bay
Tan with the Tropics

by Hollie Costello

Proving that customers are more adventurous with their tanning lotions than first believed, Emerald Bay has made a great start in the indoor tanning industry. For the last two years, the Southern Calif.-based company has introduced innovative tanning recipes with familiar ingredients, and has succeeded where others have failed--creating a strong, inexpensive, quality line that customers are seizing off the shelves.

Taking a Cue from the Tropics

Emerald Bay was first introduced to the industry as a value-priced line of fine tanning and suncare recipes. Realizing the indoor tanning industry was becoming more diverse, with more people tanning than in the past 10 years, the makers of California Tan knew they needed to look at creating a value-priced line for tanners who did not want to pay for the premium tanning lotions. Therefore, they created Emerald Bay.

"California Tan was one of the No. 1 lotion lines on the market, yet it recognized the fact that not everyone could afford its technologically advanced products," says Yana Simone, director of marketing for Emerald Bay. "There was a huge consumer group that it was missing and the company felt it was time to address that particular market."

Emerald Bay worked with the experience of California Tan, and the innovations of Emerald Bay, to create new products that everyone could use--and afford.

"We launched a basic line--lotion, gel, spray and SPFs--our first year out, and it was a huge success," says Simone. "Now all our products fall under the company's philosophy: 'Give the customer an easy-to-comprehend product line, made of luxurious, hard-working formulas at an affordable price-point.'"

Simone says the lower price-point hits a niche in a market that was previously untapped.

"Our products are less technology-based, more natural," she says. "Our market penetration is widespread--from upscale salons to middle-class neighborhoods to small tanning salons out in the country."

Emerald Bay has expanded since its first products were introduced three years ago. Now including 13 different products, the line is slowly catching up to its "big sister company;" however, it will continue to focus on its main direction--simplicity.

"We were amazed at how well received this year's new products were--by customers and salon owners," Simone says. "I believe our target advertising and strong salon support were major selling points for salon owners trying our products for the first time."

It's All in the Advertising

In an effort to help salon owners promote lotion sales at the retail level, the company has created colorful, eye-catching posters and displays that capture the feeling every tanner is looking for--escape and relaxation. In addition, the posters educate clients about the Emerald Bay line and promote the benefits of using a tanning lotion.

Simone says some of the biggest buyers--and sellers--of the line are salon owners located near colleges, high schools or in younger demographic markets. In fact, today's teen-agers are some of Emerald Bay's most loyal customers, she says, and one of the fastest growing consumer groups, with $140 billion in buying power.

"Teen-agers are extremely image-conscious and enjoy looking good," she says. "Making a concerted effort to build a solid relationship with this group not only is a wise business decision, it is essential to the long-term health of the industry."

Because of Emerald Bay's price-point, the line sells well with the younger demographic--often the last group to purchase lotions.

"Not everyone wants a high-end sophisticated approach to tanning," Simone says. "Our products are simple and show results. In addition, the colorful packaging and natural ingredients are automatic attention-getters.

"By carrying both Emerald Bay and California Tan, salons can sell up in the future or even encourage customers to buy lotions for the first time," she says.

The company's tanning recipes, infused with maximum levels of tanning, skincare and sun protection ingredients, nourish the skin with the sensation of the ultimate in tanning indulgence. Simone says all the Emerald Bay products feature agave nectar as an essential tan-enhancing ingredient and can be used for indoor or outdoor tanning to help intensify the tanning process.

"We do not skimp in terms of quality," she says. "Our ingredients are some of the finest ingredients available on the market, and our products have proven to be some of the highest-quality products available within our price range."

This year, the company introduced four new products: Papaya Spread, Fiery Papaya Spread, Coconut Colada and Simmering Sugar Cane Glaze. In addition, it also introduced a larger version of its popular Cooling Moisturizer with Agave Nectar™ and Aloe.

The Papaya Spread and Fiery Papaya Spread have been the big sellers this season, with salons ordering more mid-season and even near the end of the season to restock.

"The tanning spreads have exceeded all our expectations," Simone says. "With green papaya to gently exfoliate and hydrating nutrients that soften the skin, the two tan enhancers have become a popular addition to the Emerald Bay line."

The Fiery Papaya Spread has Tropical Heat™, which adds a reddening and warming effect, along with a blast of crimson color to the tan. The soothing Agave Nectar and mango butter in both formulas pamper skin and the green papaya gently exfoliates, priming the skin for tanning.

Simmering Sugar Cane Glaze was designed to awaken the hottest tanning fantasy, Simone says. The pure island sugar cane includes instant bronzers to give dark color at application and the Tropical Heat adds a blast of crimson color after the session.

Also new this season is the Coconut Colada, a dark tanning formula that contains banana oil to enhance UV penetration and moisturize, in addition to coconut milk that nourishes skin with proteins and vitamins. The inclusion of Agave Nectar helps provide tanners with silky-smooth skin.

A Vacation in the Future

Emerald Bay does not rest on the success of its formulas. It works, in and outside the industry, to further the popularity of indoor tanning and to encourage the positive image of a responsible tan.

"We want people to know they can 'Escape to the last perfect spot on earth' without leaving their community," Simone says. "We revel in our simplicity--and so do our customers."

Through connections with the Indoor Tanning Association (ITA), the company continues to work toward a more professional, more standardized indoor tanning industry, knowing that its future relies on the future of the industry.

"The ITA's primary objective is to advance the business growth of our industry and the welfare of our members by working together to advance common goals," says Terry Katz, president of Emerald Bay and an ITA board member. Formed in 1999, the ITA is a non-profit corporation comprised of manufacturers, distributors and salon owners who want to promote the health and welfare of the indoor tanning industry.

In addition, Emerald Bay sponsors numerous charity events throughout the year and made a significant product donation in March in support of Dress For Success Los Angeles, a non-profit organization that helps low-income women make tailored transitions into the workforce.

"Looking good is an important first step toward gaining self-confidence," says Simone. "Whether it's a new suit or a fresh, glowing appearance, looking good can make a significant difference in someone's life."

Emerald Bay donated a suncare package featuring Dark Tanning Lotions with Agave Nectar, SPF 4 and SPF 8, and Emerald Bay Cooling Moisturizer in addition to a number of other items.

"Emerald Bay is a product line people can relate to," Simone says. "With basic, natural ingredients, affordable price-points, an eye-catching look and the backing of one of the largest indoor tanning lotion manufacturers in the country--California Tan.

"Our popularity is a result of our professionalism, our high-quality products and our ability to attract any and every customer who comes into a salon."