John Abate International

John Abate International
Not Just Another Pretty Face

by Karen Butler

Give It Away

Sometimes when a company is ultra-successful, its owner can be criticized for holding the purse strings too tightly--or even for focusing more on business than people. With John Abat, nothing could be further from the truth.

Abat has set an industry standard for charitable contributions. In 2001 alone, the company gave significant amounts of cash, time, human resources, products and merchandise to fund-raising efforts--including walks and marathons--benefiting shelters for battered women, Meals on Wheels, Canine Assistance organizations, various youth programs, leukemia, lymphoma, cancer and even neglected and abused animals--not to mention helping individual salon owners who suffered hardships.

As demonstrated after the Sept. 11 terrorist attacks, Abat isn't the kind of leader who just cuts a check from the company and then sends out a press release about it. Not only did he contribute from his own pocket, he also directed the entire indoor tanning industry to a fund that they could contribute to--the NY-Policeman's Benevolent Association--into which the company also donated a portion of every dollar.

"We knew that a lot of people in the industry wanted to donate but that they might not know the best way to go about it," says Frank Abat. "By pointing them to the Widows & Orphans Fund, John gave them an easy way to help."

Fringe Benefits

John Abat International's loyalty to salons also represents a huge financial investment. He shocked the tanning world with his Oct. 18, 2001 announcement that JA had stopped selling indoor tanning products to all of its beauty supply houses. The decision--which may cost the company more than $4 million per year in revenues--resulted from Abat's commitment to industry integrity.

"The salon owners I spoke with kept expressing concern about two things," explains John. "First, that the beauty supply houses seriously cut into their profits. And second, they were concerned that people who bought JA tanning products from beauty supply houses did not receive the education and training they needed to use the products safely."

The amount of education John Abat provides salon owners carries a high price tag for the company as well. In fact, in 2001 alone, the company estimates having spent more than $130,000--in sponsorship fees alone--which does not account for the expenses involved in donating products, paying for shipping or covering countless other costs such as travel fees and employee accommodations. The estimated cost of two Salon Appreciation Parties and attending almost 100 shows and events totaled well into the hundreds of thousands.

JA is present--providing product training and samples--at every major show, symposium and training seminar, as well as playing an integral role in sponsoring thousands of salon staff trainings nationwide in receiving their Certified Tanning Consultant certification from such programs as the National Tanning Training Institute (NTTI), the Suntanning Association for Education (SAE) and others.

Besides personal appearances, the company offers an easy-to-use retail reference source--JA Product & Point of Purchase Salon Training Manual. In addition to information about skincare and tanning regimens, the material includes a breakdown of each JA product, highlighting selling points and ingredient functions.

Product knowledge is best complemented by sales tips, which Abat provides in his 2001 Educational Video. The upbeat video is designed to motivate salon employees in order to improve sales.

With this extensive information, salon personnel are better equipped to offer informed consultations with every one of their customers--and personal assistance usually results in increased sales. Abat also maintains that increased education is the key to countering the negative image surrounding the industry.

Although salon owners love the educational opportunities, they tend to be more excited about John Abat's Salon Appreciation parties--from "Viva Las Vegas" to the "Millennium Gala" in Chicago to the most recent gathering at Nashville's Wildhorse Saloon. The events--which have become one of the most-anticipated functions of national industry trade shows--are full-blown parties sponsored by JA International (for the first time, October's Nashville celebration was co-hosted by Max Recone of California Tan).

As if it isn't enough that Abat picks up the tab for the food, open bar, entertainment and shuttle services for guests to and from the hotel to the party location, he also runs promotions to help lucky salon owners make their way to the gatherings--typically including round-trip airfare for the winners and their guests, as well as luxury accommodations, paid registration to the tanning event, and VIP tickets to the JA party.

Abat's philanthropy to loyal customers doesn't end there. All salons are welcome to take advantage of rebates, special discount and/or combination packaging and co- operative advertising programs throughout the year. As a special perk, last year Abat also awarded a three-day, two-night all-expense paid getaway to Mexico. He constantly donates products and valuable JA Fountain Displays for event prizes.

In another contest, JA aimed to reward salon customers. Three tanners--who entered a drawing after purchasing specially-marked bottles of Private Reserve Tanning Accelerator--each received a $1,000 cash prize.

Time and time again, Abat has proven his commitment to the industry--not just in his attitude, but through vigorous reinvestment into the people who have stood by his company.

Sweet Smell Of Success

While a company can experience great success without being so generous, it probably can't survive a name change as well as John Abat International did.

In 1999, after a decade of marketing under the Swedish Beauty brand name, the owner and creator of top-selling, high-quality products such as Solarium, Platinum and Titanium took his patented formulas--including the first tingle products marketed in the United States--and transitioned them to reflect the company's new identity as John Abat International.

"We've spent millions of dollars publicizing that the formulas the tanning public loved would continue to be produced--only under the JA name," explains Frank Abat. "However, we know there are still some people out there today who buy Swedish Beauty products thinking that they will be getting the same formulas that exclusively now are known as John Abat International products."

The success of JA's products is no accident. Its 22,000-square-foot FDA-approved and registered manufacturing facility in Scottsdale houses an incomparable team--from chemists and quality control personnel to the marketing and sales departments.

Since the company manufactures its own products, it has total control over batch size, which allows for a JIT philosophy--making products Just In Time to be the freshest available--as opposed to having to make (or order) huge quantities and stock them.

John Abat's commitment to salon owners is evident through his vigorous reinvestment into the people who have stood by his company.

The manufacturing standards are kept so strict that Looking Fit even brought in a tour of state regulators to show them an exemplary FDA-approved facility.

While John Abat International continues to manufacture old favorites, new--and reformulated--products keep wowing tanners. The company has received a wonderful response to Platinum Zero, which features natural cucumber, spearmint and eucalyptus extracts in a Tingle-Free or a Tingle Factor 4 formula.

JA's Accelerating Bronzer State of the Art Essential Tanning provides the best in dark tanning results and superior skincare, thanks in part to the dynamic ingredient Phototan. The product pleases all tanners with its clean, refreshing fragrance and a choice of Tingle-Free or Extreme Tingle Factor 4 formulas.

Frmn Tanning Enforcer has been another favorite, and recently was redeveloped similar to UltraViolet No. 22 Sheer Dark Tanning to create a wonderful sheer vanishing lotion.

"We continuously evaluate our products for possible refinements," comments Frank Abat. "We have a new version of Platinum Accelerating Tanning Fluid that is scented with an orange Dreamsicle fragrance and our JA Sanitizing Hand Wash not only has a new, fresh fragrance, but now is available in a 2-ounce size as well and is included with Bronzer."

Other recent fine tunings include the boost from Tingle Factor 2 up to 3+ in JA's Accelerating Body Oil, as well as phasing into new packaging for JA Moisturizing Bath/Shower Gel, Body Emulsion Daily Moisturizer and Body Mist from the Bath & Body Care line. As with all JA bottles, the new packaging contains JA's familiar, elegant contour.

While using popular scents and refining already- successful products are important, they are just a couple of the many reasons why the products from JA have had such a profound impact on the indoor tanning industry. Having made his mark in the business, the only accomplishment that could mean more to John Abat seems to be in full-swing--using his prosperity to make the world a better place, too.