Swedish Beauty

Swedish Beauty
Taking Tingle To The Extreme

by Scott Eric Barrett

Since 1999, Swedish Beauty has unveiled some of the most popular tingle products on the market. The company's latest addition to The Tingle Line, Safire, Supreme Tanning Systme with Bronzing Coolant, keeps the streak alive.

Safire features an extreme Tingleplex formula of T25, 10 levels higher than the company's 2002 release, Seduction, a T15. The product also features immediate and delayed bronzers, which allow tanners to enjoy instant results that last for days, says Susan Phemster, Swedish Beauty's product brand manager. "Once tanners hit ultimate tingle, coolant kicks in to refresh the skin."

A Rich Tradition

Since 1945, Swedish Beauty has been formulating products using the highest-quality ingredients. ETS, Inc. acquired Swedish Beauty in 1999. That same year, the company introduced its niche product lines, The Tingle Line, The Browning Line and The After Tan Line.

"Swedish Beauty is built on the foundation that essential skin nutrition is necessary to deliver healthy skin and a beautiful, deep, dark tan," Phemster says. "Swedish Beauty products are designed with the finest ingredients including multiple vitamins, antioxidants, herbal extracts, omega oils and marine products to increase hydration and protect the skin for optimum tanning results."

The key to the company's Tingle Line is its Tingleplex formulas. Best known for the tingle ingredient benzyle nicatinate, which is designed to give the skin a warming sensation and flushed appearance, the Tingleplex formulas take tanning to the next level, she says.

Besides its T25 Tingleplex rating, Safire contains a collection of nature's nutrients, many of which are used in high-end cosmetics and skincare products, including milk peptide complex, pearl proteins and caviar extract, Phemster says. Milk peptide complex helps increase firmness of the skin, reduce the appearance of fine lines and wrinkles, and is a common ingredient in spa formulas. Pearl proteins increase skin hydration and help revitalize skin to promote a deeper, darker tan. Caviar extract is high in vitamins and minerals, which contributes to healthy skin.

Due to the intensity of the tingle in Safire, Swedish Beauty packages it with free samples. A bonus 2-ounce trial-size sample pack of Swedish Beauty Body Spray Treatment Systme and Swedish Beauty Browning Silk lotion comes with each bottle of Safire.

"Swedish Beauty Body Spray contains a formula that instantly cools the heat produced from tanning with tingle products," she says. "Swedish Beauty Browning Silk contains moisturizers that help tan the face without tingle--for those who like to use tingles but avoid usage on their face."

Other products on Swedish Beauty's Tingle Line include Tantalize, a T1; Zinger, a T2; Black Diamond, a T5; Sinful, a T7; Extreme Dare, a T10; and Seduction, a T15.

"For four years, Sinful has been one of the most popular Swedish Beauty products," Phemster says. "Tanners who love the DHA bronzer blend and natural bronzing extracts in Sinful will enjoy the increased tingle power and bronzers in Safire."

Besides its lotions and skincare products, Swedish Beauty also has had great success merchandising its displays and posters, and the company even has its own clothing line. But the main focus remains on its lotions and skincare products. The Swedish Beauty line already has new products and concepts in design for the 2004 season, which begins November 2003.

"The only thing I can say at this point is they will be fabulous and continue Swedish Beauty's rich tradition," Phemster says.