Looking Fit 09/2003: NuvoBronze

NuvoBronze
Sampling Its Way To Success

by Scott Eric Barrett

This season, Nuvo Bronze burst out of the starting blocks with several new additions to its popular Classic Series. Classic Bronze, in particular, received rave reviews from salon operators thanks to its shimmering results and the companys fierce focus on its mail-out sampling campaign, says John Penn, the Carrollton, Texas-based companys operations manager.

We knew our hopes for the entire season depended on the success of the sampling campaign, so we put every creative thought we could muster into it, he says.

If that sounds a bit intense for a sampling program, it may be an understatement. Sampling campaigns are competitive business. Every year, the major manufacturers send out samples to every salon in the country. Its the most important time of the year because manufacturers base their entire marketing agenda on the salon operators responses.

More than 15,000 salons across the United States received a Nuvo Bronze box that included 2-ounce Power Shots of the companys Classic Cool, Classic Hot and Classic Bronze products. The package also included a 2003 Nuvo Bronze catalog. Penn realized early on that quality wasnt the only important trait of a successful sampling campaign.

Everyone focuses on those sloppy half-ounce packettes,

he says. We sent out 2-ounce Power Shots in reusable bottles and our phones rang off the hook for two months. Salons love the fact that they dont have to worry about messy packages and tanners easily can get three applications per bottle so it feels like they actually are getting something important.

The Classic Series worked well for the company because Nuvo Bronze continued to use its tried-and-true three-step approach to creating new products.

When tanners walk into a salon, the first products they will be drawn to are the most eye-appealing ones, Penn says. They pick up the attractive bottles and the first thing they do is smell the fragrance. If the product looks nice and smells nice, theyll make the purchase. If it delivers a great tan, theyll come back for more and recommend it to others. Thats when the product really takes off and thats why we have focused on packaging, fragrance and performance ever since we hit the marketplace in 1997.

The company isnt surprised that Classic Bronze experienced immediate popularity. Its enriched with CoQ10 and white tea extract to give skin the best tan possible. Unipertan V-2002 stimulates melanin production while shimmering bronzers deliver immediate color.

In addition to the Classic Series, Nuvo Bronzes product line features a five-step tanning system and five skincare lotions that deliver the fastest tanning results and the greatest moisturizing effects available on the market today, he says.

Our innovative and technologically advanced formulas are the result of many years of research, and deliver dramatically increased tanning effects in far less time and unprecedented levels of skincare. In addition, the entire product line is made from all-natural ingredients, he adds.

Staying creative and developing superior lotions that salons can market year in and year out takes a lot of work.

Nuvo Bronze starts new product designs as early as May or June. The companys products range from tanning lotions to bath gels and shower gels, sunscreens, moisturizers, skin soothing gels and hand sanitizers. The total product line features 40 SKUs, which gives salon operators more to offer their customers, Penn says.

Weve had an outstanding year so far, he says. We were a bronze sponsor at the Todays Image trade show in Las Vegas for the first time. We wanted to show our commitment not only to salons but to the industry as well. We already are looking forward to showcasing our state-of-the-art product lines and packaging at the Nashville show. With momentum and hard work, 2004 will bring another banner year for our company and the industry as well.