SOLARIA '99
The European Tanning Experience
by Judie Gaillard
 John Abaté International™ |
COLOGNE, Germany--The first-ever European trade expo for tanning products and equipment, SOLARIA--the International Trade Fair for Tanning Products and Equipment--was held in Cologne, Germany Oct. 28-30, 1999 at the KolnMesse.
More than 134 companies from 11 countries exhibited at the show that drew approximately 7,800 attendees from 32 countries. Attendees were introduced to the newest and most-technologically advanced tanning equipment, products and salon amenities for the 2000 indoor tanning season in Europe.
Additionally, the trade fair was accompanied by panel discussions, lectures and seminars about current research and trends in the indoor tanning industry. The event was initiated and supported by the German Sunlight Systems Association and directed by the Cologne International Trade Fairs.
This year was monumental for the European indoor tanning industry, as its growth and stability demonstrated a need for it to have its own trade event. In years past, the tanning sector was rolled into other trade events for the sports, outdoor and leisure industries. The excitement generated by the three-day long SOLARIA event, generated increased positive forces for the industry in terms of industry growth and the demand for tanning units not only in Germany, but worldwide.
 Sun Ergoline |
From tanning salon owners, to equipment suppliers, distributors to designers and franchisors, every segment from the indoor tanning industry was present, including LOOKING FIT Magazine. I was able to see the latest equipment, products and services for the European market and meet with companies not presently doing business in the United States.
Manufacturers dazzled attendees with the latest in equipment technology that included Hapro's new, interactive standup unit that actually raises and lowers the tanner to the ideal tanning height to Sun Ergoline's Open Sun that allows tanners the luxury of non-claustrophobic relaxation during tanning.
 Hapro |
Technology included more sleek and ergonomic equipment designs as well as luxuries such as interactive, touch-screen programming to integrated air-conditioning ducts through the acrylic shields. The equipment choices included low-, medium- and high-pressure beds with and without facials, as well as a host of new stand-up units sure to delight any tanning salon operator.
The United States had a strong contingency exhibiting at SOLARIA that included Australian Gold, California Tan, Cosmedico Light, Designer Skin, John Abaté International™, Polycast Technology, Power Tan Corp. and Wolff System Technology Corp. Additionally, Dr. Müller, Vitasun, Dr. Kern, KBL and UWE debuted new systems that surely will tantalize the U.S. market.
 JK Licht |
Of particular interest was the strong presence of franchise companies exhibiting at the expo that included Sunpoint, IHR and McSun. Sunpoint and IHR account for more than 500 salons in Germany alone.
According to the events organizers, SOLARIA drew strong international interest due to the fact that it overlapped with the Triple Event which included the fsb-International Trade Fair for Leisure, Sports and Pool Facilities. The next SOLARIA trade event will be held Nov. 8-10, 2001.
