Kava Kava International:

Kava Kava International:
Combining Herbal Wisdom With Quality Skincare Products

Inspired by the beauty and radiance derived from the herbal wisdom of the Polynesian Island's, Kava Kava International's collection of tanning skincare products has gained a loyal following of salon owners and tanners alike. Since emerging on to the indoor tanning scene in 1999, the company has doubled its size each year, while increasing its product line from the original two products to its current six products.

Based in Oldsmar, Fla., the company's product line includes Tea Tree, Kool, Taboo, Kava, Wett and Dusk. Not only are the products attractively packaged, they also are infused with Polynesian herbs, vitamins and imported oils for unsurpassed, moisture rich, island dark tanning.

Backed by an ownership that traces its roots to the dermatology and skincare industries, Kava Kava International wanted to produce products that would promote the overall tanning process, encourage superior skincare and provide tanners with a relaxed tanning experience.

The company's chemists tested a multitude of exotic herb roots before discovering that combining the soothing properties of the Kava plant along with its skincare assets would add a holistic approach to the tanning experience.

Kava Kava debuted two products in June 1999--Taboo, a dark tanning accelerator with heat-activated bronzers; and, Kava Kava, a light, luxurious lotion containing high levels of tanning accelerators.

According to Dave Beaudin, director of sales and marketing for the company, the demand from indoor tanning customer for quality tanning accelerators and bronzers helped Kava Kava International identify its first two products to be released.

"Our research indicated that 60 percent of the tanning public wanted a lotion containing accelerators, while 40 percent wanted products that provided a bronzing effect," he says. "We formulated both Taboo and Kava Kava to meet those specific indoor tanning needs."

In 2000, shortly after the initial introduction of its first two products, the company received growing requests for additional products that provided superior skincare, while enhancing the tanning process.

"Tanners were excited about having the immediate results of the bronzers with the added benefit of moisturizers" says Beaudin. "And, salon owners liked the fact that the lotions not only offered excellent tanning benefits, but our products weren't harmful to the acrylics of the tanning beds."

Kava Kava's staff listened carefully to the needs and wants of salon owners as well as tanners. "Customers were asking for products designed specifically for sensitive skin and first-time tanners," he says. "Salons told us that these products would be better received if they didn't contain the added ingredients that initiate hot-action tanning."

With this in mind, the company formulated two new additions to its product line--Tea Tree and Kool. Tea Tree is a cooling bronzer enhanced with both Australian tea and natural walnut oil; while Kool is a cooling accelerator combined with aloe vera gel, peppermint oil and enriched with vitamins E and C.

"Both products were designed consistent with our philosophy of using the herbal wisdom of the Polynesian Islands," adds Beaudin. "With the addition of Wett, a moisturizer designed to hydrate, heal and soften depleted skin, and Dusk, a natural sunless tanner, we are confident that we have developed a well-rounded line meets the needs of indoor tanners."

Making The Sale

Dave Beaudin, director of sales and marketing.

Getting the product in the hands of salon owners and their customers sometimes can be a challenge for new companies. However, this was a challenge Kava Kava International readily took on and accomplished. The company's participation at last fall's trade expos in Chicago and Nashville helped to spread the good word about its product line.

"We handed out more than $200 in retail products in each of the hundreds of pouches given away at last year's shows," says Beaudin. "This is one of the best ways to distribute large amounts of product, while spending quality time with salon owners talking about our line."

The company is committed to educating salons about the importance of skincare and its role in the tanning equation, as well as what Kava Kava products can bring to the table.

"I personally talk to salon owners on the phone about our products and always follow-up by mailing samples out within a few days," he says. "Within the next few months, we will be running a special promotional event for salon owners and indoor tanners, so be on the lookout for an announcement. We also offer posters and product displays for salons."

Another unique promotion Kava Kava International offers salon owners is its Salon CD. Provided at no charge to the salon, the digitally mastered CD provides upbeat island background music, as well as voiceovers about the individual products.

"The CD runs for 45 minutes and features Polynesian drum music in the background and 10 minutes of product information about Taboo and Kava while explaining the concept behind a Polynesian getaway," says Beaudin. "Salons can use it as background music for the entire salon or put a CD in every tanning room for customers to enjoy. In fact, two of our distributors use the CD as their telephone on-hold music."

Beaudin also has been busy helping salons with their grand openings. In January and February he traveled to salons all over the country giving samples to salons and their customers.

"We get calls all the time from tanning salons asking for our participation in their grand opening or salon event," he says. "In fact, about 10 percent of our calls are salon owners trying to locate a Kava Kava distributor in their area. Currently, we have 22 distributors throughout the United States that carry our line, and I'm always happy to help salons get in touch with a distributor."

Strategic Marketing

Beaudin is quick to give credit where credit is due. He says Kava Kava International has become successful not only because of its product line, but also thanks to the integrity and professionalism that the bigger, existing lotion manufacturers have put in place for the industry.

"It is reassuring to see some of the big lotion manufacturers with philosophies that support the level of professionalism that we strive for," he says. "Although we work hard to gain our position of leadership within the industry, it is encouraging to see other leaders that have gone before us following similar avenues. With this in mind, we will do whatever it takes to be salon and industry friendly while maintaining a high level of integrity."

As for customer service, Kava Kava International "hangs its hat" on the efforts it puts into customer response. "When a person calls us with a question or a comment, we pride ourselves on responding within about 20 minutes or less when possible," Beaudin says. "And, in the day of high-tech phone systems, we strive to always have a real person answer our phones providing a strong personal touch."

The company also is working hard at breaking the mold of the typical January through July season that most lotion manufacturers experience.

"We are utilizing this typically slow season to build a strong presence in places outside of North America," he says. "For instance, we have been working to build our name in areas like Australia and Brazil. In addition, we are focusing on England and Italy. Unlike other lotion companies, we will be operating almost 12 months a year with very little downtime."

According to Beaudin, the foreign markets are starting to show the unique wants and needs of their citizens. "For instance, Tea Tree is one of the most poplar products in Australia, mostly because the Tea Tree is native to that country," he says. "Salon owners and tanners in England love both Kava Kava and Kool, while the Europeans seem to migrate to products that are offered in packets."

Looking toward the future, Kava Kava International is developing a strong visual appearance and product line to compete traditional skincare products. "Some of our new items may include what was once traditionally retail products like sugar and salt rubs, body mists and soaps," he says. "We will continue to focus on offering strong packaging, marketing and price-points while we develop future lines."

Beaudin adds that the company will introduce at least three new products for the 2002 tanning season at the 2001 ITA World Expo in Nashville.

"The new products will help salon owners meet their sales needs while promoting the tanning process and good skincare," he says. "It has been our steady and well-planned growth that has attributed to our doubling in size each year since we first introduced our line in 1999. And, with the important input we receive from salon owners and tanners alike, we expect even greater growth for the years to come."