California Tan

California Tan
Providing The Tools For A Successful 2003 Season

by Judie Bizzozero

LOOKING FIT magazine was on hand at California Tan, Inc.'s Los Angeles headquarters Sept. 9 for the first official announcement to the media of the company's 2003 product lines.

The company's mission is to focus on the families of products by introducing exciting new tanning and skincare additions and innovative programs that help salons capture additional sales.

California Tan's management team outlined additions to its California Tan, Matahari and Emerald Bay branded lines and unveiled its new CAL CARE Professional Cleaning System, an innovative and exciting line of products that offer salons a one-stop shop for all their cleaning needs.

For 2003, California Tan, Inc. continues to focus on partnering with tanning salons by offering its Volume Reward Program, Expert Salon Program, co-op advertising, trade promotions, gift-with-purchase program and its popular spring break contest.

What's New For 2003

CAL CARE

CAL CARE Professional Cleaning System is the newest launch from California Tan and the first and only cleaning system developed exclusively for salons, the company says.

The CAL CARE line of eight products offers a comprehensive and complete cleaning system to help salon operators and owners preserve their equipment and environment while reminding customers that salons are committed to their health, safety and well-being.

"Consumer research shows that cleanliness ranks first in importance to customers when choosing a tanning salon," says Sarah Galusha, vice president of marketing. "CAL CARE provides salons with a complete cleaning system so they can offer clients the best tanning experience possible."

The CAL CARE line includes AcryliSafe Antibacterial Tanning Bed Cleaner, a one-step disinfectant cleaner; Bath 360 Antibacterial Bathroom Cleaner; Bed Shine Tanning Bed Protectant to help clean, restore, preserve and protect the showroom finish of tanning equipment; PurifEyes Antibacterial Eyewear Cleaner for convenient and mess-free sanitization; Streakfree Antibacterial Glass and Surface Cleaner; Towel Fresh Heavy Duty Laundry Detergent; Towelgenic Antibacterial Laundry Sanitizing Rinse; and EZ*DOSE*IT cartridges, which take away the headache of mixing or measuring cleaning chemicals.

The EZ*DOSE*IT cartridges are available in six-packs of AcryliSafe, Streakfree and Bath 360. When used properly, the chemical concentrates will not come in contact with skin and the accuracy in the measurements protect equipment from problems caused by overmixing and undermixing solutions.

CAL CARE offers support, training and tracking tools to help salons develop a cost-effective cleaning program that eliminates the guesswork of measuring and mixing. A comprehensive training CD and Web site (www.calcareclean.com) also will be available to help salons with employee training and proper use of each product.

CAL CARE also launches the CAL CARE Clean Commitment program. Salons that use the CAL CARE system and make the CAL CARE Clean Commitment are eligible to receive exclusive certificates and decals to display throughout their salons as a testament to their commitment to their customers and cleanliness.

California Tan

California Tan unveils eight new products for the 2003 season guaranteed to attract a wide range of tanners.

Answering a challenge from CEO Max Recone to set a standard for new tanning performance, the research and development team designed the X Collection, one of the most advanced, high-performance tanning lines to date. The line features X Speed and X Power. X Speed is a Step 1 formula with powerful X-treme Tanning Catalyst (XTC) technology and VITATAN 2000 for maximum base-tanning performance and unsurpassed high-output, golden tanning results. Step 2 X Power takes existing color to new heights when XTC combines with CuO2 and TRF2000.

Ginger Spice, a Step 1 lotion, joins the Spice family. It flavors skin with a mild dash of Nutmeg Warming Complex Level 3 and gives skin added nutrients and energy with VITATAN 2000. Boron nitride helps transport heat rapidly and efficiently away from the skin, and rooibos extract and oat protein soothe and moisturize the skin.

The encapsulated virgin hemp seed oil and Tyratonic tanning technology in Ganja and Dark Ganja take tanning to a higher state. Step 1 Ganja has golden tanning seeds suspended in VITATAN 2000-infused gel for high-potency base-tan development. Step 2 Dark Ganja's tanning seeds are suspended in CuO2- and TRF2000-infused gel for deeper, darker tanning results.

Spiked Butter, a Step 2 addition to the Butter family, saturates skin with Hot Action Complex Level 5, bronzers, milk lipids and provitamin D to churn up a rich, dark tan. CuO2 and TRF2000 encourage more efficient use of oxygen.

Step 2 Arctic Fever delivers a balance of the reddening and heating effect of Hot Action Level 5 with the refreshing sensation of revolutionary cooling technology. Arctic Fever also contains CuO2 and TRF2000, and is alcohol-free so it doesn't dry out the skin.

Total Submersion Tan-Extending Body Wash is formulated with VITATAN to clean and refresh skin while locking in moisture to preserve dark tanning results.

Matahari

The Sexy Tan Collection by Matahari gets two new additions for 2003. Each product has a sensuous blend of tan-enhancing bronzers and Javanese coffee extracts that even out and deepen skin tone for beautiful, sexy results.

Sultry Sexy Tan is a skin-stimulating dark-tanning crme with bronzers. The Step 2 formula has Pro-Vitasun Complex to help support the tanning process and skin stimulation for a sultry-hot, sensuous flush. Essences of jasmine and patchouli oils enrapture the senses.

A specialty dark-tanning crme with enhanced bronzers, Dark Sexy Legs can be used with any Step 1 or Step 2 product--such as Bronze Amplitude or Bare Envy--for sexy, dark legs.

Additionally, all classic tubes now include a free tube key.

Emerald Bay

Emerald Bay mixes up three dark tanning recipes for the 2003 season.

Dark 'n Dazed initiates a higher state of tanning consciousness and "hempnotically" dark results. It is blended with hemp seed oil and aloe butter to enhance and preserve color, as well as agave nectar to rejuvenate skin and enhance the appearance of a rich, tropical tan.

Dark Kickin' Ale satisfies the craving for instant results while giving skin reddening and heating sensation with Tropical Heat Level 5. Along with agave nectar, sugar cane bronzers boost color while oat and wheat protein even out skin tone.

Radical Rain is a tan-accelerating, tinted moisturizer that drenches thirsty skin with tan-preserving "high- dration." Quenching hemp seed oil and agave nectar give tanners smooth, supple skin and a healthy-looking tan.

Stop by the California Tan booth in Nashville to see all the new products for the 2003 season.