I.Tan: Skincare Made Simple
by Judie Bizzozero
Yet, Shelby realized there was a niche in the lotion market that was largely ignored. Although there were many quality products on the market, none were formulated specifically for a tanner's skin type. And since skin typing is the first step in the tanning process, it made for a logical progression to offer a lotion specifically designed for them.
The result was the formation of i.tan--a line of indoor tanning lotions designed for specific skin types and available at a mid-range price-point. Although the line has been available in Shelby's 17 Oklahoma tanning salons and franchises since 1998, he began distributing it on a nationwide basis last year. Entering its second year, i.tan is reaping the rewards of its foresight and gaining loyal customers to its simple concept.
"He wanted to create a lotion line that would appeal to logic rather than emotion or sex appeal," says Barbara Lugge, i.tan marketing director. "The idea of offering lotions for specific skin types was a simple concept that benefited the salon owner and the tanning customer. The line offers high-quality products that require minimal training. It's a win-win for everyone.
"It is a very easy concept to present to the salon owner," says Lugge. "The most frequent comment we get is why didn't someone think of this before?"
The Product Mix
Working with a cosmetics lab, Shelby designed eight products including three base tan formulas, three advanced tan formulas, a hot action formula and a moisturizer.
Base Tan formulas--i.tan for Skin Types II, III and IV--are specifically formulated for customers who are just starting to develop a tan and include a bronzer for immediate results. Advanced Tan formulas--i.tan for Skin Types II, III and IV--are designed for customers who already have developed a base tan. The hot action product--i.tan with a tingle--is formulated for advanced tanners who want to enhance tanning with reddening and tingling effects. All are available in 1- and 8-ounce tubes.
The company's moisturizer--i.tan therefore I Moisturize-- was spared no expense during its formulation. In addition to its premium ingredients, Jojoba oil was added to create an effective and premium moisturizer. It is available in 1-, 8-ounce tubes as well as a 20-ounce pump.
"Our whole philosophy is to create healthy and natural products that provide the highest level of skincare and are formulated to enhance tanning for the various skin types," says Lugge. "We use botanical oils, bronzers, antioxidants and mild alphahyroxy fatty acids tailored to the varying needs and differences between Skin Types 2, 3 and 4."
Additionally, the company uses the highest-quality ingredients, with aloe vera serving as the base ingredient. Vitamins A, B, C and E and tyrosine serve to nourish the skin and enhance pigmentation.
Lugge notes that i.tan's formulas contain a very potent antioxidant called Rooibos, that grows only on the pristine mountains of South Africa. Rooibos is gaining worldwide recognition for its many healthy advantages, and i.tan is the first company to introduce this powerful skincare ingredient to the U.S. tanning public.
i.tan's products are manufactured with pharmaceutical-grade ingredients, contain no artificial colors, petroleum or animal byproducts. Additionally, none of its products are tested on animals.
What's Next
With the positive response i.tan has received from salon owners nationwide, the company is anticipating solid growth for the future. Last fall's industry trade expos provided the company with positive feedback and a solid customer following.
And since i.tan only sells its product direct to salons,
the company can pass a significant discount directly to other salon owners.
i.tan also is committed to listening to customers. In fact, its 2001 products were reformulated to add a citrus blend fragrance at the request of its customers.
"We put together a focus group and polled them about our products," says Lugge. "One of the issues was fragrance so we researched trends in the cosmetic industry and adjusted our formulas. As salon owners, we want to make our product as salon-friendly as possible, and that all begins with customer service.
With its premium skincare line and dedication to education and customer service, i.tan is making a name for itself in its own special niche of the lotion market.
For more information contact (800) 423-4767.
