ultrabronz

ultrabronz
A Proven Market Leader

Being the subsidiary of a multi-million dollar leisure company definitely has its benefits. For years, the United Kingdom-based Barclay Leisure, owned by Hawtin PLC, has been providing clients with swimming pools and surfboards, as well as fitness, spa and tanning equipment. However, over the last four years, its subsidiary, Richmond, Va.-based Ultrabronz America, has been making its own name in the indoor tanning industry. By providing U.S. tanning salon owners with its top-of-the-line, high-pressure tanning equipment, Ultrabronz has positioned itself as an industry leader.

From Humble Beginnings

From its humble beginning in 1996, Ultrabronz America has quickly positioned itself as a market leader in the rapidly-growing high-pressure equipment segment of the indoor tanning industry. Today, the company offers its clients a complete, self-contained enterprise that not only provides tanning salon owners with the sales and marketing knowledge they need to be successful, but also the financial assistance and technical background a tanning professional needs to prosper.

"Although Ultrabronz America is relatively young, its equipment has been offered in the indoor tanning industry for almost two decades," says Stuart Brotherwood, sales and marketing manager for the company. "It has been this consistency in product development over the years that has positioned us where we are today."

Initially, Ultrabronz took the U.S. market by storm with the introduction of its high-pressure unit, the Eclipse 818.

"We get calls every week from tanning salon owners who are so happy with the Eclipse that they won't purchase any other bed," says Alix Defouloy, advertising marketing coordinator for Ultrabronz.

A years ago, the company added another exceptional unit to its line--the Supernova HRO System Smart Bed. The bed features a 24-minute maximum session (12 minutes on each side); a slimmer width that is four inches longer than the company's previous high-pressure system; one large variable-speed, body-cooling fan; new reflectors that are permanently affixed to the bed; a self-diagnostic fault system with LED display; an optional modem connection for off-site technical support; internal electrical monitoring; detection sensors with both audible and visual warnings for equipment run-on; a 3-year parts warranty on non-consumable parts; and, Ultrabronz's 24-hours-a-day, 7-days-a-week, 365-days-a-year technical support.

"One of the reasons salon owners say they enjoy working with Ultrabronz so much is our support features," Defouloy says. "We offer a 3-day package which includes delivery of the system, installation and on-site training. In addition, we make sure all of our distributors are properly trained on how to install our equipment and properly versed in explaining to the new owner how the equipment works. Unlike other companies, if tanning salon owners have questions or problems, they talk directly with the corporate headquarters and deal with a live person, not a recording."

Selling Time

For many indoor tanning veterans, the controversy concerning high-pressure tanning vs. more conventional low-pressure tanning has been going on for years. However, Ultrabronz believes there are distinct advantages to high-pressure tanning that should make salon owners take a look.

"High-pressure tanning provides a different type of tan," says Brotherwood. "In our estimation, high-pressure beds offer a deeper, darker, longer-lasting tan then a conventional tanning unit. In addition, we prefer promoting how relaxing and luxurious high-pressure tanning is. Tanners are able to relax on a comfortable mattress and enjoy their tanning experience."

Another definite advantage of high-pressure tanning is that it speeds up the tanning process.

"In our world today, people are busier than ever before," says Defouloy. "When clients tan with conventional units, they have to visit the salon two to three times a week just to maintain their tan. However, with high-pressure units, after getting a base tan, clients only need to visit a salon two or three times per month to maintain their tan. The important fact for the salon to remember is, although the client is only visiting the salon two or three times a month, the revenue the salon owner is receiving is comparable to, or even greater than, what they would receive with a conventional unit seeing a client 10-15 times a month."

Finally, Ultrabronz says salon owners receive a competitive advantage over other salons in their area just by offering high-pressure tanning.

"For a number of years, industry veterans have stressed to tanning salon owners the need to provide upgrade equipment," says Defouloy. "Adding high-pressure equipment can increase the profit possibilities for a salon unbelievably. Those clients who question the price of high-pressure tanning should be asked, 'how much is your personal time worth?' Not to mention the exposure rate is lessened and the overall tanning experience is comfortable and enjoyable."

All In The Family

One of the advantages Ultrabronz has over its competition is the overall family atmosphere which not only exudes throughout the company itself, but extends to salon owners nationwide who purchased Ultrabronz equipment.

"Everyone at Ultrabronz believes in the product and service we offer," says Defouloy. "We think that is unique. We have a young and enthusiastic management team who are dedicated to providing the best possible product and customer service to the industry. In addition, we are not the type of company who sells a piece of equipment and then is never heard from again. When a salon owner purchases a bed from Ultrabronz, you become part of our extended family and we will do everything possible to make sure you succeed."

It is because Ultrabronz takes this extra step that salon owners feel so comfortable dealing with the company over and over again.

"Ultrabronz realizes a salon owners' most imnportant goal is to make their salons more profitable and set it apart from others in the area," Brotherwood notes. "Because high-pressure does separate salons from the competition, we believe it is crucial to have an extensive training program on the equipment and tips on how sell high-pressure tanning. We back up our salons 100 percent--offering salon layout, marketing, technical assistance and just about anything they could possibly need."

It is this positive and helpful attitude Ultrabronz believes will allow it not only to hold its position in the indoor tanning industry, but also to continue to grow.

"As a brand leader in the industry, we constantly are looking at product development," says Brotherwood. "The Supernova has been so successful over the years that we're reluctant to change it. However, as technology grows, we felt it was necessary to continue to evolve. We currently are in the process of developing a new unit which will be launched in 2001."

Ultrabronz America also is looking at taking steps beyond product development to ensure the continued growth of the indoor tanning industry.

"Our goal is to become more visible in the industry through the promotion of high-pressure tanning, as well as through the promotion of tanning as a part of a complete wellness regime," Brotherwood says. "We also want to encourage research into the positive effects of indoor tanning such as some of the studies currently being done on light therapy for those who suffer from Seasonal Affective Disorder (SAD). In addition, it is extremely important to stress to people that moderate, controlled indoor tanning is better than tanning outdoors where you have no control over how much UVR the body receives. Our industry has to continue to emphasize the benefits of indoor tanning. This is a very exciting time not only for Ultrabronz America as a company, but also for our industry as a whole."