Glimra: A New Kid On The Block
by Rick Mattoon
 Left to right, Dave Kagan and Roger Toman. |
The last 10 years have seen many new lotion manufacturers emerging onto the indoor tanning scene. But what does it take for a new lotion company to stand out in today's market?
Many obstacles must be overcome including tanning ability, customer satisfaction and salon access. These are just a few of the factors that staff at NutraLabs and Glimra have addressed and triumphed in their positioning in the indoor tanning industry.
When the owner of NutraLabs first approached Roger Toman about producing indoor tanning lotion, He was on his way back to Newport Beach, Calif., to pursue a career in computer-software sales. Before his journey even began, Toman found himself intrigued by one of the most appealing concepts he ever heard regarding indoor tanning lotion.
"Doctors and scientists at NutraLabs convinced me that they had the technical and medical ability to develop and produce a line of tanning and skincare products that promoted the health and tanning ability of the skin," says Toman.
That product line would be called Glimra, and it would be developed in an FDA-registered manufacturing facility under the watchful eyes of medical and scientific professionals who developed the products.
"That very day, I realized that this physician-developed product was just what the industry needed," he says. "Not only would it be successful for me and my colleagues, but it also would have great income potential for salon owners nationwide."
 Dr. Joe Maniga, vice president of NutraLabs. |
Along with Toman, Dave Kagan, director of distributor sales, helped develop the strategy necessary to promote such a potentially successful product. They worked on building a company and philosophy necessary to earn respect and reliability in the indoor tanning industry.
The two developed a philosophy built on two factors--the products would work using proven science and technology; and, give customers complete and total satisfaction by offering a money-back guarantee.
All Natural, Physician Developed
According to Toman, the first point already was accomplished. The products that NutraLabs introduced to the indoor tanning industry were developed by a team of doctors from a wide range of disciplines covering clinical experience, microbiology, organic chemistry, natural health and most important of all, anti-aging medicine.
NutraLabs uses the highest-quality ingredients in its formulations. Its Hydration Lotion and Body Wash include Enzogenol, one of the newest and most powerful antioxidants; Tocotrienols, a super vitamin E providing one of the best forms of free radical scavengers; Shea Butter, a natural skin moisturizer rich in vitamins A, B, H and F; Sepilift, a skin softener derived from a French plant that reduces wrinkles and adds elasticity to skin and helps generate new skin cells; and, MSM, a naturally occurring sulphur in all living organisms that helps rebuild connective tissue to reduce fine lines and wrinkles.
Glimra, an all-natural indoor tanning crme, includes aloe vera gel, which provides healing properties complementing UV exposure; Tocomin, a super vitamin E with strong anti-aging and moisturization properties; Montonov 68, which reduces lines and wrinkles while rebuilding collagen in the skin; and, L-tyrosine, a basic amino acid that stimulates melanin production and accelerates the tanning process.
Glimra tanning products are available in heat factors including Level E, a maximum moisturizing extending crme; Level 1, maximum tanning without heat; Level 5, a medium heat factor; Level 10, a maximum heat and oil free; and, Level 10 Plus, an extreme heat factor creme. The products heat factors are produced by a vitamin B derivative that stimulates the increase of oxygenation at the epidermal layer and accelerates the tanning process.
Complete Satisfaction
 The goal of customer satisfaction is why NutraLabs will maintain outstanding staff that serve customers and implement customer service |
The second task to accomplish would take a bit more work. How could a new company like NutraLabs prove its "complete satisfaction" philosophy?
"The answer was to put our money where our mouth was by offering a 100-percent, money-back guarantee to salon owners. If a salon owner or tanner didn't like our product, they could return it for a full refund," says Toman.
The next obstacle to tackle was getting the word out. Realizing that many salon owners have limited shelf space the company initiated a "buy-back program."
"If a salon owner had a slow or non-selling product on the shelf, they could send it to us in exchange for Glimra products," he says. "The lotions could be traded ounce for ounce, even if the lotion being traded had a lower price-point."
NutraLabs successfully introduced its lotion line to salon owners when more than $42,000 worth of free product was given away at the 11th Annual LOOKING FIT International Tanning Trade Expo in Chicago. The Expo was the company's first major opportunity to showcase its Glimra line to the indoor tanning industry and the response was phenomenal.
Quality Control At Its Best
One way NutraLabs sets itself apart from competition is by producing and manufacturing its products in a Phoenix-based, FDA-registered manufacturing facility.
"This allows the products to posses the very highest standard of integrity in various developmental and manufacturing stages," says Toman. "The company's team of multi-disciplined doctors oversees every step of these processes."
Much of NutraLabs' success can be attributed to an aggressive quality philosophy that includes the goal of manufacturing products that surpass the necessary specifications. To meet this goal, NutraLabs has established an innovative quality process for each product that is managed by qualified doctors at every level.
Meeting Salon Owners' Needs
"We have been able to handle the orders and distribution to salons while remaining dedicated to customer satisfaction," he says. "With this personalized service, an immediate response to customers has been maintained while striving for a consistent on-time delivery schedule."
NutraLabs realizes that customer satisfaction is a key factor in manufacturer longevitvty. Successful manufacturers will continue to strive for salon customer satisfaction long after the initial purchase of products. Together, Toman and Kagan strive for continued customer satisfaction not only by offering quality products at reasonable prices, but also by taking an active role in every salon serviced.
The goal of customer satisfaction is why NutraLabs will maintain outstanding staff that serve customers and implement customer service, be open to complaints or suggestions and remain flexible to serve specific customer needs.
Educating the Salon
In addition to making quality products, NutraLabs is in the process of developing a product education program for salon professionals. The program will consist of informative brochures and posters for staff and clients describing the benefits of NutraLabs' products.
"The material will discuss our objective to introduce better tanning products to the market by using all-natural ingredients that help promote anti-aging and healthy skin," says Toman.
In order for any salon professional to successfully offer skincare and tanning products to the public, a thorough working knowledge of the active ingredients is necessary. This knowledge must be explained easily to the consumer so they understand the benefits.
Although most lotion manufacturers offer product education, Toman and Kagan believe that sales will increase for salon owners once they are fully educated on the active and benefiting ingredients of their products.
"This knowledge will help salon staff promote the medically proven, all-natural ability of these indoor tanning lotions and moisturizers that are in a class of their own," says Toman.
