Posted : 11/01/2002

Posted : 11/01/2002

Aloha Tan Supply, Inc.
Knowing The Industry Inside And Out

by Scott Eric Barrett

Aloha Tan Supply, Inc. has a unique perspective in the indoor tanning industry. The company is a lotion manufacturer and tanning equipment distributor, and the owners were once salon operators. Co-owner Dusty Hicks says success still boils down to quality service and his company's motto is: "It's The Service After The Sale That Counts."

LOOKING FIT recently sat down with Hicks to discuss his company's success.

Q: How did Aloha Tan Supply break into the industry?

A: Aloha Tan Supply has been in operation since 1997. The partners--my wife, Tammy, and I, and Michael Neal--have extensive experience in the indoor tanning industry. Mike and I worked for a lotion manufacturer for seven years, and during that time we spoke to more than 100 salon owners a day about lotions and the salon business in general. We believe this translates into a doctor's degree in tanning.

In June 1997 we opened Aloha Tan & Travel, an 18-bed mega salon in Lewisville, Texas. It has been a fantastic success and led to our Aloha tanning products lotion line. In June 2000 we became the U.S. distributor for Alpha Sun tanning beds. Manufactured in Belgium, Alpha Sun beds have been around for more than 25 years. These are the workhorse beds of the industry featuring powerful tanning performance and a reasonable price.

Q: What makes Aloha's products unique?

A: Aloha Tanning Products offer tanners and salon owners the best formulas and package designs in today's tanning market. Every formula is thoroughly tested in a salon atmosphere by a wide variety of tanners. We measure feedback concerning fragrances, performance, viscosity, packaging and marketability. By the time an Aloha product gets to salons, the success is guaranteed.

Our products feature natural plant extracts, vitamins, nutrients, moisturizers and fragrances so appealing that they create the first-time sale. Once people experience the power of the formulas and advanced active ingredients, they come back for more. At Aloha we know there are other products to choose from, so our pricing is structured to earn salon owners higher profits. We feel when we earn salon owners higher sales with higher profits, Aloha will be their lotion for the future.

Q: Which of your products are most popular?

A: Our four new products for 2002--Pole La, Pukana La, Kalei and Aloha Hawaii--are our biggest sellers. Pole La means "dark sun" and is a cool bronzer; Pukana La means "sunshine" and is a hot bronzer; and Kalei means "beautiful flower" and is a super-advanced maximizer with Hawaiian hemp. Aloha Hawaii is our new skin conditioner and is the finest moisturizer we have ever produced, featuring natural plant extracts, vitamins, DNA repair and many other nutrients.

Q: What do you want industry newcomers to know about Aloha Tan Supply?

A: New salon owners should be aware that we offer complete salon consultation including business-plan preparation, marketing plans, layout and design, sales training, technical support and all types of solutions to business issues. We also offer complete setup and installation for new salons and for expansion. We are committed to our customers' success. Aloha is a family of customers and employees and our success depends on our customers' success.

Q: What does the future hold for Aloha Tan Supply?

A: The future for Aloha is bright. We are developing Aloha Mexico, a Caribbean beach resort in Costa Maya, Mexico, for tanning salon owners. The resort is at Costa Maya Beach, which is 80 miles north of Belize. This area is the last stretch of untouched Caribbean beachfront in the world, and white sandy beach makes for relaxing days and nights. There are two reefs--one is close to shore for easy access to snorkeling and scuba, and the other is called Chinchorro and is 19 miles out to sea with 18 mapped shipwrecks to explore and wildlife galore.

The Mayan ruins of southern Mexico also will be available to explorers. Located adjacent to the property, is the Si'an Ka'an, which is a 1.5-million acre nature preserve owned by the United Nations. This land has been set aside for wildlife and features more than 300 species of birds and other wildlife. Salon owners who carry Aloha tanning products or Alpha Sun tanning beds will be able to experience this fantastic area and resort on Aloha's dime. We have three-night promotional stays available for salon owners to promote their businesses when they purchase a one-week or more time interval at the resort--people dream about vacations like this.

Nearly 150 vendors are expected to descend upon Nashville this month for the ITA World Expo 2002 at the Opryland Hotel. During the show hours Nov. 8-10, salons owners can see, smell and experience the hottest new trends and products available to the industry. The LOOKING FIT New Product Pavilion gives a sneak peek at what's to be featured at the Expo.