Synergy Tan
NEW LINE FOR A NEW ERA
We discontinued all of our products and introduced seven new ones, Hansen says. When we had 42 products it was difficult to explain why consumers should buy one of 10 pure accelerators over the other nine. We saw a huge need to simplify and salons responded with tremendous enthusiasm. When the company introduces new products now, it designs and markets them as separate entities from any of its other existing formulas. One of the keys to our success is that we manufacture everything in-house in our own 6,000-square-foot packed-to-capacity facility, Hansen says. We have a dozen chemists at our disposal at any given time who help us formulate new blends.
The company also is excited about two new employees joining its creative team. Faith Strader is Synergys new CFO and Jennifer Stanfill is the new national sales representative. Stanfill brings more than seven years of experience in the industry.
Jennifer will go out and work with our distributors to provide improved product and sales training. Shes also looking forward to working with and meeting salon operators in person, Hansen says.
While duplicating the success of the Downtown Brown Collection may be a difficult challenge, the latest addition to Synergys family of products, The Swanky Girl Collection, has the potential to perform even better, Hansen says. Creating something fresh and new was the creative teams principal motivation because the company believes todays buyers are a little bit more sophisticated than they used to be.
Theyre looking for cute, fun, trendy packaging with quality products featuring superior ingredients, Hansen says. Thats really what this line is all about. Its got retro flare but its still modern. All the products feature formulas rich with cutting-edge intensifiers blended into luxurious ingredients for maximum performance. Each creation is inspired by a flirty, fun, dark and fabulously hip chick. Shes elegant, stylish, toned, tanned and terrificshes a true Swanky Girl.
The four product names are inspired by kitschy references: Diva Las Vegas, a jet-setting dark accelerator; Temptress Cafe, a dark-bronzing blend; Tiki Lounge Tease, a hot-bronzing cocktail; and Shes the Cats Pajamas, a trim, slim and bum-firming daily moisturizer.
From hipsters to housewives, the Swanky Girl is a break from Synergy Tans traditional packaging, Hansen says. The tanning industry has caught up to the beauty industry and Synergy Tan has created a line for todays glamour girl.
After the success of the Downtown Brown Collection and industry kudos over the last few years for products such as Dark Ginger, a truly enticing hot-action accelerator, and Go Dark, a deliciously dark bronzing blend, salons really are excited about introducing The Swanky Girl to their very best customers, Hansen says.
The Swanky Girl is truly fabulous. Its fresh and fun blended with superior anti-aging and tanning performance, she says. The biggest comment we heard from salon operators about the Downtown Brown Collection is that Brown Envy worked too well for a $15 product. That was the point. We wanted it to perform as a $30 lotion so that customers would come back for more. We manufacture products in true keeping with our company motto, Great to sell. Even better to use. With that in mind, were looking forward to introducing The Swanky Girl, and anticipate it being a huge success.
