BreeZe Products Going Platinum

BreeZe Products Going Platinum

by Scott Eric Barrett

The recipe for success on the manufacturing side of the indoor tanning industry is to delight salons and thrill tanners. BreeZe Products is taking that two-pronged principle to heart with its new Platinum Series line of lotions and a private-label campaign that assures success through excellent customer service and hands-on direction.

Ever since the company opened its doors in 1999, BreeZe has had as its primary goal for salon owners to make more money and have better profit margins with BreeZe products than they can achieve with any other lotion company in the industry. Developed by renowned chemist and newly appointed vice president of research and development Robert Dowdell, the Platinum Series fits nicely under those guidelines. The company unveiled the series in September and received instant positive feedback.

"It's doing very well," says Alison Sagese, BreeZe's marketing director. "It's an upper-end line formulated with cutting-edge ingredients including copper, caffeine, green and white tea extracts, and power tanning agents to give clients incredible color."

The series features Double The Bronzer, Double Hot Fudge, Double Cold Fudge, Maximum Intensifier, Shimmer 2 in 1 Tan Extender and the latest product to the line, Tan Extender Bronzing Moisturizer.

"Tan Extender is a luxurious blend of botanicals and herbs, combined with DHA in an aloe vera base," she says. "Its innovative bronzing agents give the skin a warm glow and extend the life of a tan. The uplifting scent of cucumber and melons refreshes the body while essential oils and powerful vitamins provide a richer, longer-lasting tan and revitalize and hydrate the skin."

"I'm pleased with the response," Dowdell says. "My intention was to bring the feel of a luxurious cosmetic product to the range. I think that is one of the main reasons for its success."

Banking On Private Labels

Private labeling is the wave of the future, Sagese says. BreeZe offers a complete turnkey operation for its private-label options, enabling the company to be a one-stop shopping market for salon owners and operators.

"We really are focused on our private-label program," she says. "It has become huge for us. We are a complete service. We do everything from the manufacturing of the product to packaging and marketing it. We even give salons printing materials. Our customer service is what really makes the difference. We follow up with each customer to make sure everything is running smoothly."

In addition to indoor tanning lotions and DHA solution for airbrush tanning units, BreeZe offer its private-label service for cosmetic products such as salt scrubs, exfoliators, revitalizers and after-tan spritzers. The company attributes the boom in private label to several reasons. Most salon operators are intelligent, competitive businessmen and businesswomen, Sagese says. They feel a rush of excitement when they open their own salon. When the initial enthusiasm wears off, they look for a new challenge.

"The fulfillment of producing their own line of lotions recaptures the feeling salon operators had when they first opened their salon," she says. "Another reason private label is growing is simple economics. There is excellent profit margin if a salon operator private-labels his or her lotions compared to using name brands. Let's say a salon down the street is going out of business, so they have a 50-percent-off sale on their lotions. Salon operators that have their own lotions don't have to worry about competing with them. Operators can set their own prices."

Other plans for 2003 include a direct-mail campaign that will offer salons unbelievable deals on their products including tanning and skincare. Additional offers will include free merchandise and special giveaways.

"We expect prolonged growth and look forward to expanding the Platinum Series and continuing to help salons provide quality private label products so they can make more money without sacrificing the golden, healthy-looking tans our products provide," she says.