most
Demand The MOST Quality Lotions
by Scott Eric Barrett
MOST Products has been manufacturing tanning and skincare products since 1979. The company has endured because it always is searching for the newest skincare technologies. The company is well known for its patented accelerator Protovanol, a vanilla-derived ingredient that is present in all of its lotions, including the poplar S.H.O. line and the Indian Summer value line. Activated by exposure to UV light, this accelerator provides a unique, smooth brown result--as well as the slight, yet alluring scent of vanilla.
"Our goal is to provide premium, cutting-edge formulas in unique packages that tanning salons are confident and proud to sell," says MOST owner David Thomasma. "Loyalty from our customers is earned with quality products followed up with great service."
In The Beginning ...
"This initial line provided the foundation which we are built on today," he says. "Many of our formulas continue to be mink-oil based. We take great pride in the fact that our unique formulas have continued to build a loyalty from consumers over the years."
Today the company promotes 27 different tanning and skincare products in a variety of prices. The products range from traditional "hot-action" tanning lotions to the new DNA Repair tanning formulations to its new innovative "tingle-calming" cooling body spritz, Suspend. The company also has a line of bed sanitizers called "Sani-Bed" which soon will be marketed under the name "C2it SaniGuard."
He adds that Generation X and Mission X have truly innovative packaging. The 8-ounce size has a black, soft-touch bottle that feels like suede and the product comes in a metallic silver hexagon-shaped box. The sampler size is a test tube with a pump. Deny, launched in 2000, has a distinctive black tube and polished retail carton.
Any manufacturer would agree that developing new products is no easy task because of all of the competition in today's market. Thomasma believes just coming up with a new concept that garners attention is a difficult aspect.
"Once you have a truly innovative concept--whether it's with packaging or formula technology--the rest falls into place," he says.
Salons Need the MOST Support
MOST Products understands salons need support so the company has introduced a number of value added promotions for 2002.
"We have added a full-size Simplicity Moisturizer to our Mission X, 8-ounce bottle," he says. "Another great deal is our full-size Generation X with a free test tube of Suspend Cooling Spritz. These deals aid the salon owner in a number of ways. The products are easier to sell since the end consumer is getting something for free. This cross-selling technique is the perfect way to get repeat orders. We've also made ourselves available to salons for support with grand openings, open houses or any other kick-off event they are hosting. We want to show our appreciation for the salon's support and commitment to our line."
Thomasma says another key to keeping the industry healthy is education. With all of the new technologies coming to the market, manufacturers must educate salon owners and distributors on how things work and who should use them.
"Several of our products are not for beginning tanners or certain skin types, so it is very important for salons to know how to sell and not sell our product line," he says. "Also, an educated staff makes a more convincing sales pitch. As many will notice, MOST is taking a more active role than ever before in providing product education this season."
Quality Products, Quality Skin
Thomasma says MOST was the first to feature soluble tyrosine as a tanning accelerator and the company last season introduced the first tanning product that contained a DNA repair enzyme.
"We have always prided ourselves on our formulations," he says, adding that MOST understands the transition from simple tanning products to ones that also are healthy for the skin.
"Again our anti-aging line--Mission X, Generation X and Deny--contains the revolutionary DNA repair enzymes at active levels," he says. "These enzymes go into the nucleus and 'throw out' damaged DNA. This action has a tri-fold effect: the damaged DNA does not mutate, the cell remains healthy and the discarded DNA matter spurs the epidermis into 'defense' mode--a dark tan. Like our other product lines, these products also contain premium moisturizers such as hyaluronic acid and a mix of botanicals for further skin benefits.
Having a quality product is nothing unless you get the word out. MOST has many marketing techniques it recommends to salon owners--including the MOST Product Training Manual with an entire section devoted to selling techniques. Thomasma says that first and foremost an operator's staff should be educated on whatever products the salon is selling. Second, he recommends creating kits. For example, a kit could contain a tanning lotion, eye protection, after-tanning moisturizer, lip balm and a certificate for tanning.
Thomasma believes the industry has a bright future. He says MOST will continue to adapt and see change as an opportunity rather than an obstacle. The company also will continue to develop more unique packaging and formulation technologies. As for the lotion industry in general, anti-aging products will be a high priority as tanning clients become more skin-savvy and concerned with the after-effects of tanning. Also, associated skincare products like lip balm, moisturizers and body spritzes will become part of every salon's offering.
"MOST makes one promise: We will continue to formulate and offer to the tanning customer the most technologically advanced product available," he says. "For the last 23 years, that is what we have done--and you can count on us tomorrow."
