MATAHARI

MATAHARI
The Secret Life of a Lotion

Mata Hari, a woman who was the toast of Paris at the beginning of the 20th century, may carry a name synonymous with mystery and seduction; however, her name also translates into an Indonesian expression for the rising sun. Combined with the intrigue of the tall, talented and stunning figure, whom some would brand a spy, is a lasting legacy of liberation and sensuous beauty that is waiting to be experienced through Matahari's fine line of luxurious tanning temptations.

Garnering Information

Introduced for the 1999 season, Matahari is no ordinary indoor tanning lotion. The salon exclusive, three-step system is color-coded and blended with global tanning ingredients and aromatic scents that provide an escape from their user's hectic lives. The six products that began Matahari's journey into the indoor tanning industry are still strong sellers, with new additions for the 2000 season savoring unparalleled success and the company anticipating more growth with the start of 2001.

"We have mixed the best of global tanning ingredients with modern tanning technology to deliver beautiful tanning results, as well as exceptional skincare," says Stacey Kilfoy, marketing director for the Los Angeles-based company. "The unique nature of the line--and the fact that it is salon exclusive--just proves how dedicated the company is to the indoor tanning industry."

In many ways, Matahari has grown from its desire to remain salon exclusive. New products and ideas are taken from the heart of the industry-- customers, salon owners and their employees who use the products daily and look for something that will create the color they crave.

"This line was designed with the indoor tanning industry in mind," says Kilfoy. "Because tanning salon owners and tanning salon employees often are the most dedicated tanners, lotion manufacturers have to invent something special to peak their interest--Matahari definitely is special."

The company released its products in 1999 to great success and has generated a loyal following that makes this line easy to sell year-round. With its patented tanning technologies, the Matahari line offers unique formulations that improve the skin's absorption of UV light, as well as melanin allowing for the development of a deep, golden tan.

"We believe that moisture is critical in promoting a beautiful tan and in maintaining soft, supple skin," says Kilfoy. "We created Matahari with ingredients that are renowned for their tan-enhancing and hydrating properties. In addition, we included moisturizers within the line because it is important to take care of skin at all times."

The company's products are based on a color coded, three-step system. Step One products--those in the copper packaging--are designed for the beginning tanner. Formulated with heat-activated Therma- bronze, a tanning technology enriched with proteins and exotic oils, they include Wild Hawaiian Hemp™, a 2-in-1 créme that promotes tanning while toning the appearance of the skin, and Entrance™, a skin-stimulating glaze with instant bronzer that warms skin while building color.

Each level offers a lotion that appeals to nearly every tanner, which is why the company includes skin stimulators and bronzers in both Step One and Step Two.

Step Two products--in the bronze packaging--are designed for advanced tanners, yet continue to offer something for everyone. Building on an already luxurious base tan, the Step Two products contain Meleatyrosine™, a complex that saturates skin with tissue respiratory factors, purified copper and exotic extracts to balance the skin and compliment melanin oxidation for ultra-dark color.

The company's most popular product this season, Royal Jamaican Hemp™ is a Step Two formulation. A non skin- stimulating alternative to the popular Jamaican Red Hemp formula, Royal Jamaican Hemp uses Extra Virgin Hemp Seed oil (made from THC-free industrial hemp) to quench skin with tan-deepening hydration and smooth out dry patches.

In addition, for the 2000 season, the company introduced Secret Reserve™, also made with Extra-Virgin Hemp Seed oil, as well as extreme skin stimulation and terra-cotta bronzers--a powerful combination that invigorates the skin with instant, fiery dark tanning results.

However, it is the third step that sets Matahari apart. Cased in turquoise packaging, the third step encompasses moisturizers--an essential component, according to the company, in building and maintaining a golden color.

"Every tanner should use a moisturizer," says Kilfoy. "If skin continually is hydrated, it enhances the appearance of a healthy-looking tan at any stage."

The Luminous™ Firming Body Emulsion conditions and energizes skin with nourishing botanicals and Gold of Pleasure oil--a Mediterranean secret that combats dehydration while supplying a glistening sheen. By using one or more of the steps, clients can move through their tanning routine effortlessly, building deep, dark color while maintaining the skin's vital moisture balance.

"We used jewel tones when selecting packaging because we wanted to make it easy for the clientele--and the salon professionals--to distinguish between the steps," says Kilfoy about the decision to color code the bottles. "Addressing each step of the tanning process is a proven regime in which to help indoor tanning clientele develop the beautiful results they expect from their tanning session."

For Matahari,becoming one of the top lotion lines was nothing more than keeping the ingredients top-notch, remaining salon exclusive and backing up its marketing with quality products that delivered results.

"We continuously scour the globe for the most well-renowned skincare ingredients, introducing scents and secrets from exotic locations worldwide," she says. "Yet our products are not heavily scented nor thick--they go on smoothly, leaving behind lush moisturization and just a hint of fragrance."

Using What You Know

For Matahari, staying on top of the lotion industry means striking a balance. The lotions build tanning results while moisturizing, the fragrances are light enough for a man or woman, and the company offers products that can make any tanner happy. In a way, Matahari balances profit with profitability.

"We want to stay on the same path in the future," says Kilfoy. "Because we are salon exclusive, we consistently stay in touch with the marketplace, so we can provide the customer--and salon professionals--what they are asking for."

That includes incorporating salon education and collateral with the line. Matahari offers a T-shirt, a baby doll tank top and a candle that blend the mystery and allure of the products with instant name recognition and the company often works with distributors to provide salon education seminars nationwide.

"This company provides a unique alternative to the brands that are on the market; however, salon professionals have to understand the products and their benefits to maximize the retail power of Matahari," she says. "By partnering with indoor tanning orgainzations, publications and the indoor tanning industry at large, we can spread the word of the line's profitability."

Kilfoy believes the seminars and the technical guide the company produces, as well as the posters, T-shirts and newsletters work together to enhance the line's reputation and build a strong following.

"Matahari is committed to providing salons with an opportunity to garner dollars that otherwise might have walked out the door," she says. "We take everything to heart, listen to the marketplace and foster relationships with our salon network so we can build the products people are looking to buy."

Selling to the Highest Bidder

Though tanning is a seasonal business, Matahari tends to do well year-round. Kilfoy says Matahari has become successful by working on a niche market--those tanners who want to use lotions formulated specifically for indoor tanning, and are willing to pay a little more for proven tanning results.

"Matahari creates an alternative for tanners who want a deep dark tan but don't want fruity scents or the heavy feel associated with indoor tanning lotions," she says. With a full staff at the company's headquarters, the line is moving ahead with its innovative chemistry and upscale image.

Kilfoy adds that many people ask about the company's decision to name the line after a legendary femme fatale; however, her research unveils the image of a fascinating woman who was strong, free-spirited and beautifully bewitching. The "eye of the dawn," as her mane suggests, poses as an inspiration for captivating beauty and refined luxury. Today her myth continues to cast a spell of intrigue over those who indulge in Matahari's tanning temptations.