DesignerSkin:

DesignerSkin:
Success, One Step At A Time

With two indoor tanning seasons under its belt, Designer Skin is finding success is becoming a Ritual. LOOKING FIT recently sat down with company president, Brad Grossman, to find out the secret to the company's success in a market deluged with indoor tanning lotion manufacturers.

Q: What is one of Designer Skin's strong points as a lotion manufacturer?

A: Our sister company has been manufacturing vitamins and supplements in the nutrition industry for more than 10 years; therefore, we are able to utilize this expertise and knowledge in the tanning lotion industry as well. Our underlying philosophy at Designer Skin is "Nutrition for the Skin," and this mantra drives our entire product development.

Basically, tanning lotions are the topical deliverance of vitamins and nourishment to the skin that enhances the tanning process. That is why we utilize cutting-edge skincare ingredients such as Green Tea Extract, Hemp Seed Oil, and CoQ-10 in our formulas.

Q: How have your products developed over your first two seasons?

A: As we all know, there is a learning curve inherent to every new business. During the first few years, we listened closely to the feedback and wants of the salons. The 2001 Skin Couture Collection is the culmination and byproduct of that invaluable knowledge. Superior skincare ingredients, intoxicating fragrances, exotic bronzers, advanced sizzle and non-sizzle products, and sophisticated packaging comprise our latest line of accelerators.

Q: What do you find is one of the most important selling points in a lotion?

A: Foremost, superior skincare ingredients are absolutely essential to achieving a luminous tan and, thus, the most important selling point to any tanning accelerator. However, in addition we have received tremendous response from salons and consumers regarding our fragrances, which are also a main selling point for a lotion. For example, Exotica has a unique blend of mango, papaya and kiwi, while Enigma envelops the senses with a chocolate, caramel, vanilla and patchouli scent. Each of our fragrances is specifically designed to further enhance the tanning experience.

Q: After your first two successful seasons, what can customers expect from you this year?

A: This month, we will launch Ritual--our new daily moisturizing lotion specifically designed for tanner's skin. We've perfected the formula from a nutritional standpoint with advanced ingredients such as milk proteins and organic oils that are wonderful for the skin. Ritual will be the backbone to a responsible tanning regimen for our customers. We refer to Ritual as the "ultimate prelude to a beautiful tan" and it most certainly is.

Q: Can you share some tips on how you've found success in marketing your lotions?

A: We firmly believe in sharing our success with the salons and focus our marketing efforts and dollars on salon sampling and rebate programs. This season we conducted a sampling promotion where salons received a 32-ounce sampling pump for free to sample their customers when they purchased six bottles of either Exotica or Enigma. That promotion was a tremendous success in that it significantly drove salon sales of full size bottles. We will continue the tradition with the introduction of Ritual. Beginning April 1, salons will receive two full size bottles of Ritual for free when they purchase six bottles of Exotica or Enigma. It is all about giving back to the salons.

In terms of rebates, we have one of the most generous salon rebate programs in the industry. Specifically, we will credit salons $3 in product co-op for every 8-ounce bottle of Designer Skin purchased through their distributor. We realize their success is our success and vice versa and base our marketing programs around that philosophy.

Q: How do you help educate salon owners about your products?

A: We have a team of professional speakers who participate in salon educational seminars nationwide. They not only educate salons about our products, but also on the benefits of skincare and how crucial "skin nutrition" is to the tanning process. We also have a new educational poster available to salons that is visually appealing and thoroughly outlines our product line.

Q: Besides your best-sellers, Exotica and Enigma, which other products are really hot now?

A: Mystre, our newest non-sizzle bronzer, is our sleeper hit of the season. Sales of this product have far exceeded our expectations. Salons already are clamoring for our new moisturizer, which we expect to become an industry staple. Finally, Miracle Breast, a crossover product from our nutrition industry, is quickly growing in popularity. Salon owners realize there is a viable market for dietary supplements in their salons, and Miracle Breast helps fulfill that niche. Many salons merchandize it next to their swimwear and it is an easy add-on sale.

Q: What will be your focus for the future?

A: We are extremely excited about our future product launches. As always, our main focus will be skin nutrition. Consumers are much more sophisticated and savvy when it comes to ingredients, and we fully embrace the demand for superior skincare products as that is our niche. Moreover, we want to raise the bar when it comes to packaging and are taking the fashion-forward lead from the cosmetic industry in terms of product merchandising.

In closing, there is one final point that I believe is integral to the future of our company. Specifically, I can honestly say that everyone at Designer Skin absolutely loves what they do, and I believe our current and future products reflect that enthusiasm and commitment. If you love what you do, success will surely follow. Moreover, success is a team effort and I could not ask for a better roster of players.

The following is a sampling of some of Designer Skin's high-quality skincare products. For more information about the company's product line please call (877) 756-3337 or log on to www.designerskin.com.

A Daily Ritual

Designer Skin's newest addition to its lotion lineup is Ritual Daily Moisturizing Lotion, a vitamin-rich, L-Tyrosine-based moisturizer specifically designed for tanner's skin. Used daily, Ritual's complex blend of milk proteins, antioxidants and soothing oils nourish and hydrate the skin, resulting in the ultimate foundation for a radiant, luminous tan.

For a limited time, if salons purchase six bottles of Exotica 100X or six bottles of Enigma 100X Bronzer from their authorized Designer Skin distributor, they receive two 12-ounce Ritual Daily Moisturizing Lotions free. The offer is valid April 1-May 31.

Sheer Pleasure For The Sol

Designer Skin asks tanners to surrender their senses to the decadent pleasure of Erogeny, the company's latest dark tanning accelerator. Enriched with CoQ10, hemp seed oil and green tea extract, this accelerator is suitable for all skin types and provides maximum tanning results for a radiant, luminous tan. The formula's aloe-based moisturizing and skin-conditioning complex provides superior hydration while improving the skin's vitality and appearance. Erogeny is available in 8.3-ounce bottles and packettes.

The Secret Of Mystre

Designer Skin discloses the secret of Mystre, the quintessential tanning accelerator with a unique bronzer blend that delivers immediate tanning gratification. Enriched with CoQ-10, hemp seed oil and green tea extract, the moisture-rich formula drenches the skin for a sensuous tanning experience while the intoxicating fragrance of chocolate, vanilla, caramel and patchouli enhances tanning pleasure. Mystre is suitable for all skin types and is available in 8.3-ounce bottles and packettes.

Discover Enigma

Designer Skin's Enigma 100X Bronzer is an exhilarating new "extreme sizzle" formula with exotic bronzer blend to satisfy the ultimate needs of the tanning connoisseur. This luxurious, vitamin-rich formula provides instantly dark, dramatic tanning results while the enticing fragrance of chocolate, vanilla, caramel and patchouli envelops the senses. Enigma 100X is available in 8.3-ounce bottles and packettes.

It's Exotic

Designer Skin offers Exotica 100x Dark Tanning Lotion for advanced tanners who like it extremely hot. Created as a moisture rich, aloe-based formula, Exotica is designed to use Designer Skin's exclusive transdermal delivery system appropriately called Sizzle. The formula guarantees maximum melanin production and skin cell oxygenation for the ultimate in heat and a skin-deep, healthy-looking tan.