Body Drench

Body Drench
Developing Products For The Health-Conscious Tanner

by Scott Eric Barrett

Most tanners care about their overall health at least as much as their physical appearance. To keep pace with these health-conscious tanners, lotion manufacturers design products aimed at improving the health of their skin as well as enriching their tan.

Los Angeles-based manufacturer Body Drench designs its products for health-conscious tanners in particular. The company believes skin fitness can be achieved only by maintaining healthy skin.

"We've designed skin-fit tanning formulas with the highest-quality ingredients to produce maximum results while nourishing and protecting the skin," says Quinn Redeker, the company's national sales manager.

With this year's release of three new moisturizing products that focus on deep-tissue moisturization and a deep-tissue self-tanning foam, Body Drench continues to be at the forefront of responsible tanning.

Recipe For Success

Body Drench is a division of American International Industries (AII). As a well-established manufacturing company in the beauty, health and skincare markets worldwide, American International has a long-standing track record of designing cutting-edge products that hit the mark with the end user, Redeker says.

"AII understands that it takes much more than a pretty bottle to build a loyal customer," he says. "Sure, a customer may try your product once, but then what? If you didn't take the time to do your homework, you essentially helped educate a person on why not to buy your product."

With Body Drench, Redeker believes the easiest and most responsible way to build the line is from the top. What are the best ingredients? What formulas have the most impact?

"From here, we start to create the formulas that end up on the salon shelf," he says. "This may sound obvious, but many companies do not have the ability or the finances to develop a product in such a way. In fact, many companies purchase pre-made formulas from independent labs, change the fragrance, and put it in their own bottles with a cool name attached, saving the bulk of their dollars on promotion, not development."

Staying Moist

Body Drench started shipping its new moisturization products--Sugar Cane Daily Moisturizing Lotion, Sun Splashed Mango Daily Moisturizing Lotion and Hemp Daily Moisturizing Lotion, and its Whipped Chocolate Self Tanning Mousse--in September. The lotions belong to the same family as Body Drench's original formula, and are in line with the overall concept in an effort to maintain consistency and consumer awareness.

"In tanning, people need a moisturizer that does more than just smell good," Redeker says. "They need deep- tissue moisture therapy to maximize the tan and minimize damage. Our new lotions take this to the next level and they are all far above the norm for moisturizer content and active enzyme complexes."

Redeker believes the future looks bright for Body Drench. "We have quality products, the backing of a powerful company and a great name," he says. "We believe in this product and have made the decision to build a solid business in the tanning industry and plan to do the work to ensure that we get there. These new products are a direct result of that commitment."

With a firm mission plan in hand through 2004, the company has some exciting plans in the works in new product offerings and the development of the Body Drench brand, Redeker says.

"We will build on its strengths and cut the fat. But one thing you will not see is a complicated corporate monster to deal with," he says. "We are doing our homework, and we believe that in time people will see the difference."