Looking Fit 06/2003: California Tan

California Tan
Heliotherapy Adds Spray Oils

by Matt Morgan

Heliotherapy has become a household name in the indoor tanning industry since the early 1990s. California Tan first introduced the concept to demonstrate a balance of outdoor UV protection and top-rate tanning technology. The recent addition of three new Heliotherapy spray oils--SPF 2 Oil, SPF 6 Dry Oil and O+ Dark Tanning Spray Oil + Tint--further solidifies the company's belief that sun exposure, in moderation, may help enhance physical and psychological health.

"California Tan Heliotherapy outdoor tanning and SPF products are marketed to salons to help them capture incremental sales year-round by offering their clients premium sunscreen products," says Sarah Galusha, vice president of marketing for California Tan, Inc., manufacturer of California Tan, Emerald Bay and Matahari brands.

"Unlike the mass-market sunscreen products that most tanning salons compete against, our products are specially formulated with tanning technology and skincare ingredients to help enhance and extend tanning results," she says.

Before the newest introductions, the Heliotherapy line consisted of five SPFs for the body ranging from 4 to 30, as well as special-care products for the face. With such a diverse offering of outdoor tanning products, why would California Tan develop anything new?

The answer is simple: By listening to its customers and business partners, the company realized there was a demand from outdoor tanners for "premium, high-performance, oil-based products," Galusha says. California Tan met the demand with sprays that deliver a combination of tanning results and light UV protection--with the traditional feel of an oil.

"The three new products help salons offer a greater range of choice to their customers," Galusha says. "In addition, O+, SPF 2 and SPF 6 offer lower sunscreen protection or none at all, which may appeal to avid indoor tanners who tend to have excellent base tans and seek less protection when tanning outdoors. Plus, the look and feel of an oil formula helps accentuate their great tanning results."

The SPF 2 Oil launched in October with tremendous success, Galusha says. The SPF 6 Dry Oil and O+ will debut this month at the Today's Image Las Vegas Tanning Expo.

"The best part of the launch process is contacting accounts that repeatedly asked for spray and oil formulas in the past," Galusha says. "They are thrilled that we finally have added the diversity of sprays to our line. Another exciting part is the response to the formulations from a performance standpoint. Tanners love the lightweight feel and great fragrances of the products."

Building On Reputation

"The new products build upon the strong reputation California Tan Heliotherapy products have and introduce the strong reputation to a new category of outdoor spray tanning formulas," Galusha says.

The new sprays are formulated from coconut and palm oils, deliver broad-spectrum UVA/UVB sunscreen protection and skin-conditioning ingredients. The 360-degree pumps allow for easy, all-over application.

Heliotherapy SPF 2 Oil is rich in antioxidants vitamin E and lutein, which protect the skin from free-radical damage, detoxify the skin of impurities, and reduce the stress in the skin due to aging and environmental factors, she says. The nongreasy spray formula of Heliotherapy SPF 6 Dry Oil bathes skin in Tyrol to initiate a dark tan.

Lightweight, nongreasy Heliotherapy O+ Dark Tanning Spray Oil + Tint provides many of the same benefits as its Heliotherapy SPF cousins--such as lutein, vitamin E and Tyrol--but with a tint to accentuate dark results.

To help salons gear up for summer sales and encourage salon customers to purchase outdoor protection from their local tanning professionals, California Tan has included the new SPF sprays with its summer gift-with-purchase program. The promotional products were to begin shipping to distributors May 8, and are available for purchase while supplies last.

Even before the final two products officially hit the market, California Tan has once again set its sights on the future. "We have many exciting product developments in the works to kick off the 2004 tanning season," Galusha says. "As always, the industry can expect exciting innovation and great tanning results from our new additions."