California Tan, Inc. and New Tan, Inc.

California Tan, Inc. and New Tan, Inc.
New Headquarters, CEO And Products Set Stage For ’06 Season

by Judie Bizzozero

LOOKING FIT® magazine was on hand at California Tan, Inc. and New Tan, Inc.’s new Los Angeles headquarters Aug. 15 for the first official announcement to the media of the companies’ 2006 product lines and salon programs.

The day kicked off with a continental breakfast and tour of the companies’ new 20,000-square-foot headquarters, which provides 40 percent more space than the previous building in Westwood, Calif. The added space also provides for a larger R&D lab as well as a separate working room for equipment and testing of California Tan Sunless products, the brand owned by New Tan, Inc., Cal Tan’s sister company.

The missions remain focused on the families of products, and the management teams outlined 23 additions and changes to their California Tan®, Matahari®, Emerald Bay™ and California Tan Sunless™ branded lines. No additions were made to the Zoë by California Tan line, which is garnering a huge international following.

New Tan also unveiled a new interactive Web site dedicated to its brand of California Tan Lamps™. Accessible at www.californiatanlamps.com, the interactive conversion system allows users to choose lamps from a pull-down menu and identify the compatible California Tan Lamp. The site also allows salon operators to download compatibility charts for its Helio and HelioPulse lamps in a printable or PDF version by the click of a button.

Cal Tan and New Tan continue their commitment to partnering with tanning salons by offering more perks to its Salon Rewards Program, Exclusive Salon Program, Tanning Dollars & Sense Training Program, Personal In-Salon Training Sessions, co-op advertising, trade promotions and gift-with-purchase programs.

Let’s take a look at what’s on tap for the 2006 tanning season.

Weeks after the media event, Cal Tan announced the appointment of Duncan Robins to the position of CEO. A seasoned leader of consumer-oriented product businesses, Robins moves into the position vacated by Max Recone, who assumed the title of vice chairman and remains on the board of directors where he will focus on corporate strategy after five years of leading the tanning-products company.

Robins also assumes the position of CEO of California Tan Holding Corp., the parent company of Cal Tan and New Tan.

Robins is a proven brand builder, having successfully managed a number of consumer-products companies and new-product growth initiatives. He has consulted to many organizations while employed by Morgan Stanley, Bain and McKinsey. He graduated summa cum laude from Harvard and earned an MBA from Stanford.

LOOKING FIT extends Duncan a warm welcome to this exciting industry.

The California Tan® brand welcomed three new lotion collections, expanded its No. 1 selling-CT Seven Collection and added more products to the California Tan line to fill in the gaps and round out the family.

The new Chaos Collection redefines dark-tanning perfection with ultra-dark accelerators and maximizers. These anti-aging, firming and dark-tanning formulas are part of a collection of four new products targeted to the 20-something female tanner who is looking for great value in a product without compromising dark-tanning performance or skincare.

“The Chaos Collection captures the energy, vitality and mind-set of young women who follow the latest trends,” says Andrea Andrade, vice president of marketing. “These products deliver on the core benefits that are important to them—anti-aging, firming and toning, and the immediate color-development benefits of bronzers.”

Key tanning and skincare technology blends with buzz ingredients including coenzyme Q10, Acai berry, precious diamonds and champagne-quality grape seed extract were designed exclusively by California Tan’s research and development team to give each formula its own personality and target benefits. Coupled with delicious fragrances and an attractive shelf presence, the products deliver on appeal and performance.

Bronze Bling™ Accelerator with Triple- Action Bronzers offers a blockbuster of tanning and beauty superstars including anti-aging, firming, precious gems and coenzyme Q10 to deliver the ultimate bronze-goddess glow. Bronze Bling features Body Bling Blend™ that drapes the body in bling-bling beauty for balanced radiance with diamond, opal, mother-of-pearl and turquoise.

Minx™ Maximizer features anti-aging, firming and coenzyme Q10. Exclusive Champagne Mimosa™ serves up a blend of champagne-quality grape seed oil and orange peel extract for skin that performs like a smooth operator.

Hysteria™ Maximizer with Triple-Action Bronzers delivers fearless dark tan ringleaders and bewitching bronzers that cast a bold and beautiful spell over skin with anti-aging, firming and coenzyme Q10. The formula features Berry Blend™, a unique beauty battalion derived from Acai berry and marshmallow extract packed with anti-aging ingredients, essential fatty acids, minerals and skinsoothing factors.

Mayhem™ Maximizer with Triple- Action Bronzers & Hot Action® is an instant bronzing hot-action formula packed with anti-aging, firming, coenzyme Q10, Tan Shui™ skinconditioning complex plus exotic Far East Heat™, a combination of wasabi, ginger, rice bran oil and hot action level 12 to stimulate a hot tan.

The new Ionyx™ Collection takes its cue from the haircare industry and introduces a unique combination of Ion Therapy and Time-Release Hydration Technology designed to meet the skincare needs of tanners who over-work their skin in search of the perfect, dark tan.

Ionyx™ Step 1 Accelerator and Ionyx™ Step 2 Maximizer whipped formulas help balance and recharge skin with a 3-wave approach of Time-Release Hydration Technology, Ion Therapy and Double-Dose Performance Ingredients (accelerators and maximizers, skin firmers and powerful antioxidants) that bring skin back to life and tanning results to a new level.

“Ionyx meets the needs of very serious tanners, those who tan on a consistent basis and therefore put more demands on their skin,” Andrade says. “The more we subject our skin to UV light, the thicker it becomes, thus the need for greater moisturization and greater beneficial ingredients to the skin to help it improve its natural performance.”

Ionyx utilizes three unique approaches by providing Time-Release Hydration Technology that offers skin a short-term and long-term means to moisturization that is critical during the tan development process; an advanced delivery system of Ion Therapy featuring Cationic Protein that works with the heat of the tanning bed to balance overexposed skin while a hydro-binding effect seals in Double-Dose Performance Ingredients; and Double-Dose Performance Ingredients made up of accelerators, maximizers, caffeine, skin tighteners, vitamin E, and grape seed oil for improved tanning performance and healthy-looking skin. These unique formulas are delivered by an easy-trigger pump that supplies a satisfying, rich, whipped lotion with a clean, fresh, unisex fragrance.

The new Get Tan Collection is a fun, tropical family of four new tanning formulas targeting male and female beginning tanners aged 16 and above.

Get Dark!™ offers two new formulas— Step 1 Get Dark!™ Accelerator and Step 2 Get Dark!™ Maximizer. The formulas feature rich shea butter, cocoa butter, and banana and orange peel extracts for rich, tropical results. Vitatan® 2000 enriches Step 1 Get Dark!™ with nutrients and tan-accelerating ingredients to jump-start the tanning process and reveal a golden-brown base tan. CuO2 and TRF2000 fortify Step 2 Get Dark!™ with powerful skin conditioners, oxygen, copper and tissue respiratory factors to take tanning to the next level for dramatic darkness.

Get Bronze!™ Accelerator is a Step 1 Double-Action Bronzer that helps tanners go bronze with fast and powerful golden-tanning results. The formula features California Tan’s proprietary Vitatan 2000 tanning technology. Get Bronze!™ Maximizer is a Step 2 Double-Action Bronzer that helps tanners get bronze beyond belief with fast, deep, dark-tanning results. The formula delivers CuO2® and TRF2000® for dark-tanning performance. The two tropical-inspired lotions contain exclusive Tanning Tea Complex™ that combines green tea, white tea and black tea in a potent antioxidant formula that helps promote younger-looking skin and vibrant tanning results.

The three new CT Seven additions work in concert with the original lineup to provide exceptional tanning. With bronzers being one of the fastest-growing lotion categories, the collection added CT Seven Bronzer Accelerator and CT Seven Bronzer Maximizer. Both formulas consist of the perfect blend of rich, golden luxury and high-performance technology, while providing a premium tanning experience that is the epitome of prestige and power. SMART Tanning Technology and Quatro Bronzing Activators unite in these state-of-the-art, high-IQ bronzing lotions. The formulas feature proprietary ingredients and the most advanced antioxidants and vitamins available.

CT Seven Face is a facial-tanning treatment that helps turn back the clock while developing a gorgeous, golden glow. The formula contains advanced tanning and skincare ingredients including SMART Technology, IQ Complex™ fortified with XTC® Complex, Acai berry and coenzyme Q10. Independent clinical studies show up to a 45-percent improvement in fine lines and wrinkles, 49-percent improvement in skin elasticity, 51-percent improvement in skin texture, 58-percent improvement in skin moisturization and 57-percent improvement in skin dryness after a 4-week clinical trial, the company says.

“The introduction of the CT Seven Collection last season was a tremendous success,” says Sarah Galusha, senior vice president of marketing. “Although the products command a high price-point, the industry proved there is a demand for high-performance, luxury tanning products, and CT Seven stepped up and met that demand.”

All three products are packaged in upscale bottles with convenient pumps, and provide a soft, protective bag to care for the product between uses.

California Tan also introduced Hempology® Bronzing Maximizer, a Step 2 hemp-infused hydroponic tonic that features Triple-Action Bronzers for fast color and Hemp Elixir™, a potent blend of virgin hemp seed oil and hemp butter, for supple, smooth skin. CuO2 and TRF2000 take results beyond the tanning plateau while Melaboost™ aids in tan acceleration by helping skin to use a more functional form of tyrosine.

California Tan’s new Heliotherapy® Dark Tanning Spray Oil saturates the skin with a unique, non-greasy oil that melts on skin with the heat of the sun. The unique spray formula is created from exotic oils and bathes skin with Tyrol tanning technology and skin-conditioning ingredients for deep, dark results. The 360-degree pump allows for easy, all-over application. The formula contains advanced tanning and skincare ingredients including Tyrol, vitamin E, lutein, and coconut and palm oils.

Responding to overwhelming requests for packettes, the company unveiled a line of Ambrosia® packettes available in Ambrosia, Ambrosia Dark Bronze, Ambrosia Dark Deluxe and Ambrosia Dark Frost.

Revamped for 2006, Matahari’s Sexy Collection unveils a new look, improved formulas and a new addition. The collection, heralded for its loyal following, is the most seductive of tanning temptations with bronzers and exotic firming, anti-aging and skin-smoothing ingredients from around the world. The new 8-ounce Signature Sexy tubes also feature a sexy charm sure to attract the most discriminating of shoppers.

“Matahari’s Sexy Collection, which launched with Dark Sexy Tan in 2002, is the epitome of every woman’s desire when it comes to having it all—a dark, sexy tan that makes them look good and feel even better,” Andrade says. “Sexy is now, simply sexier, delivering more of a good thing and satisfying the desire for instant color with triple bronzers and added skin-firmers and youth-enhancers to maintain a beautiful, sexy glow.”

Rich Sexy Tan™, formerly known as Sexy Tan, Dark Sexy Tan®, Dark Sexy Shimmer™ and Dark Sexy Legs are even more alluring on the shelf with improved formulas that now boast Javanese Coffee ST Plus™ for additional skin-firming and tightening benefits and Triple Bronzers for immediate bronzing gratification.

New this year is Bronze Sexy Diva™, a Step 2 formula that features tantalizing Triple Bronzers fused with exotic ingredients, flawless tint and firming, age-defying secret charms for a gorgeous tan.

Finally, the new Luminous™ Cleansing Body Scrub is an indulgent body scrub that satisfies the desire for soft, radiant, youthful-looking skin. The formula features natural sugars, Dead Sea salt, rose quartz for superior exfoliating benefits, and bamboo, ginseng and ginger lily extract for pampering, skin-conditioning properties. Luminous Cleansing Body Scrub prepares skin for golden tanning and helps maintain a beautiful, healthy-looking glow.

Emerald Bay® continues to serve the price-conscious tanner with price-points under $20. The line offers a simple, fun approach to tanning with products that convey tropical tanning results and sell the irresistible image of a sun-filled day at the beach. This season, the fun lineup rounds out with the addition of two accelerators and one lip balm.

Suddenly Sober™ Accelerator is a dark-tanning formula that helps re-energize and detoxify skin. Agave Nectar® helps kick-start tired skin with much-needed nutrients to swing it back into full tanning gear, while Sober Elixir™ feeds skin a pick-me-up complex of regenerative, tonifying and moisturizing plant extracts. Ginseng, high in vitamin B12, helps re-energize skin to get it back on track. Every bottle comes with a cooling eye mask to relieve puffy eyes and restore gorgeous eyes.

Everclear Elixir™ Accelerator is an oilfree Double-Shot Bronzer for tanners wanting a light, greaseless lotion and wanting a fast, flawless tan. This formula serves up signature Agave Nectar to provide beneficial tanning nutrients to help accelerate the tanning process and unique Oil Chaser™ to help reduce shine, hide skin imperfections and look flawlessly golden. Double-Shot Bronzers deliver color in two to three hours for instant gratification. Every bottle comes with an Emerald Bay drink Koozie for cool, fresh beverages.

Finally, Emerald Bay introduces Chaser™ SPF 15 Lip Balm that protects, soothes and softens lips by providing essential protection for vulnerable lips during UV-exposure—both indoors and outdoors. The lip balm is fortified with SPF 15 protection, enriched with vitamin E and aloe vera, and features a luscious strawberry flavor.

“Emerald Bay continues to grow season after season as young tanners embrace the line as their go-to answer to a fast, dark tan with products that are fun and affordable,” Andrade says. “Our latest line additions follow the Emerald Bay recipe for success—fun, colorful packaging, eye-catching gizmos and simple product concepts that deliver on results.”

California Tan Sunless™ offers a full range of products specifically designed to help sunless tanners get the most from their sunless tan. The products prepare skin and develop natural-looking results as well as help extend and enhance color.

California Tan Sunless rounds out its complete sunless offering with two new line extensions.

Maximizer is a pre-sunless tan booster in a lightweight spray that helps prepare skin for sunless tanning by providing specialized skincare ingredients to help jump-start the reaction of self-tanning ingredients. It is formulated for use prior to sunless spray-booth application, sunless airbrush application, and/or sunless lotion, spray, foam or aerosol at-home applications.

Maximizer contains advanced tanning and skincare ingredients including Protein Boost™,which is rich in amino acids essential to the development of a sunless tan and supplements skin with proteins to help boost the sunless reaction for faster, darker color. Ginseng Delivery System combines skin-conditioning phospholipids and energizing ginseng, revered for its microcirculation benefits, to take Protein Boost deeper into skin where it can react with sunless-tanning ingredients to create greater results.

Moisture Wash is a sunless tan-extending, soap-free daily cleanser. The rich-lathering, soap-free and pH-neutral body wash enhances, preserves and extends sunless-tanning results while delivering the hydration and care skin craves to look its best. Brazil nut, a unique cleansing ingredient rich in vitamins A and E, helps gently rinse away impurities and condition skin without leaving a heavy residue. It also acts as an anti-aging conditioner for skin. Zinc helps fortify proteins in skin that are essential to the development of a sunless tan while providing powerful antioxidant benefits.

Aloe vera delivers moisturizing and conditioning benefits to skin.