John Abate International

John Abate International
A Strong History With a Solid Future

by Rick Mattoon

As a salon owner in the mid-1980s, John Abat, owner, president and CEO of John Abat International, knows what it takes to run a successful indoor tanning business.

John Abats history prior to entering the indoor tanning industry is as exciting and interesting as his current success as a lotion manufacturer. Working as a New York City undercover detective, he was recruited into the elite position of personal bodyguard by one of the world's richest and most powerful families--Saudi Arabia's Royal Family.

At about the same time, Abat opened The Hawaiian Sun Center in Bardonia, N.Y. During this time he began selling indoor tanning lotions that he discovered while traveling in Sweden, the birthplace of his former wife.

These products proved to be more than just a passing trend. Within a short amount of time, Abats products gained in popularity as the only tingling accelerators available on the U.S. market. This newfound status catapulted him into the lotion manufacturing business almost overnight.

Keeping A Handle On Quality

As the demand for his lotions grew, so did his commitment for using only the finest ingredients while adhering to strict quality production standards.

"With so many lotion manufacturers farming out their product production, it was important for me to keep total control over how my tanning formulas would be prepared," he says. "That dedication to our product, was the catalyst to our explosive success."

To keep up with the company's growth, construction began in 1996 on the company's current 22,000-square-foot manufacturing plant in Scottsdale, Ariz. Within the facility, all aspects of production and manufacturing occur under Abat's watchful eye.

"Not many lotion manufacturers have the level of quality-control over ingredients, packaging and material sourcing, formula development, as well as product blending and bottling as we have at John Abat International," he notes. "To complement the overall quality of our products, our FDA-registered manufacturing and production facilities house the company's corporate offices for research and development, administration, marketing, sales and customer service, as well as laboratory and quality-control facilities."

According to Abat, the all-in-one facility allows for his staff of chemists and him to oversee all aspects of production with the added benefit of quickly resolving any concern that may occur without having to deal with outside contractors.

"Manufacturers that farm out their lotion production lose valuable control over the outcome of their product," he notes.

What's In A Name?

Nearly a decade after introducing tingling tanning accelerators to the U.S. market, Abat was faced with a big challenge regarding his lotion line. In 1999, due to contractual changes, he announced that the brand name of his products was changing from Swedish Beauty to John Abat International.

For most lotion manufacturers this would have meant the end. However, because of Abat's reputation of offering quality products to salon owners, and after initiating an extensive advertising and public relations campaign to educate salons and end users about the name change, he quickly cleared the hurdle.

"Because of the extensive campaign to inform everyone of the change, salon owners quickly realized that the quality products they had come to expect from his company would continue," he says. "While the company's product line, including Platinum and Titanium kept the name, the company logos were replaced with the new JA and John Abat International logos."

All products continued to be manufactured and bottled at the company's manufacturing facility and headquarters in Scottsdale. Additionally, the entire staff that contributed to or produced the former products, including marketing, sales, chemists, quality control and production personnel, continued to produce and market quality products under the John Abat International name.

"It was the loyalty of the salon owner that got my company over the obstacle of the name change," he says. "And for that, I will always remain loyal to them."

We Listen To Salon Owners

John Abat International produces a line of products that offer the high level of quality ingredients that fulfills the professional salons needs. The company listened to salon owners who requested a broader price range and introduced its JA Tanning Basics line.

"We have always prided ourselves on the botanical-based, vitamin-rich European formulas we produce," says Abat. "When the salon owner asked for a lower-priced product with the same level of quality, we introduced JA Tanning Basics. This new line includes three tanning accelerators--including tingle and tingle-free lotions--and one daily moisturizing tan booster to meet the needs of both novice and experienced tanners."

Abat is proud of the way his company has been able to be "cutting edge" by offering ingredients that enhance the tanning process. Recently, chemists and consultants working with JA helped refine important ingredients found in several of their products. Some of these ingredients include Ultrasomes, a DNA restorative enzyme and natural products like pulverized shrimp shells from the North Sea of Western Europe.

The expense of adding effective amounts of these valuable ingredients to JA products can be staggering. For example, a 3 percent to 4 percent addition of Ultrasomes can cost as much as $36,000 per batch. Yet, Abat justifies the additional cost when you consider the positive skincare effects offered by his line.

Nearly every change in the JA line has come about at the salon owner's request. "We always listen to the salon owner because they are the ones who sell our product," says Abat. "We must listen because we can't make these changes on our own. It is the salon owner who offers the most effective input in making our product better."

Education Is The Key To Professionalism

JA always has been associated with education in the indoor tanning industry and does its part in sponsoring educational programs and promoting product knowledge.

"As a manufacturer, we could keep the money we spend on education to enhance our income, but that wouldn't be supporting the industry," says Abat. "We realized long ago that an investment in education would enhance the industry as a whole. And, this enhancement would not only benefit the salon owner, but us as well."

Over the years, JA has become the industry's biggest supporter of education. With two full-time directors charged with education and salon support, John Abat International has been associated with training and certification events more than any other manufacturer in the industry.

"If you have been in the tanning business for any amount of time, you have undoubtedly had the opportunity to attend one of the product training courses we offer," he says. "You either have met Tim Luff, our director of field operations, or Anthony Tesoriero, our director of salon education."

Abat also takes pride in his regular Ask The Expert article that appears in SunWellness. The article provides answers to questions and concerns from tanning consumers who enjoy learning more about the tanning process and related topics.

Where Do We Go From Here?

Now that U.S. consumers have accepted indoor tanning as a regular staple, Abat wants salon owners to become more acquainted with the JA skincare line. He says that with the existing captured audience of tanners, the salon owner should have products from a name they know and trust. These consumers are going to buy these necessary products elsewhere, so why not at the tanning salon?

As an industry, Abat believes it's time we live up to our potential of professionalism. He says we must become the skincare professionals that our customer expects us to be.

"The key phrase of the tanning industry must be minimal exposure with maximum results," he says. "This is the message we need to get across to the United States, and if we do that, we will continue to grow."

As many salons grow into mega-salons or large franchises, it will be his passion to keep an eye out for the smaller salons. "I will not allow mom-and-pop salons to get eaten up by larger ones. I just can't have that happen," he says. "We must continue to support independent salon owners and make sure they get the training necessary to succeed in the tanning market."

He is committed to provide product and service to the indoor tanning industry for many years to come.

"As a family business, I have grown John Abat International into something that I am proud to some day leave to my family. Along with a great staff, my son and daughter are involved in all aspects of the company, and my two younger sons--Michael and Erik--someday will play an important role in JA," he says.