Looking Fit 11/2003: California Tan, Inc.

California Tan, Inc.
EXCITING INNOVATIONS FOR THE ‘04 SEASON

by Judie Bizzozero

On Sept. 12, LOOKING FIT® magazine traveled to California Tan, Inc.’s headquarters for the official unveiling of its 2004 product lines and salon programs. The company’s innovative management team announced additions and changes to the California Tan®, Matahari®, Emerald Bay® and CAL CARE™ branded lines and introduced its newest foray into the mix-and-match tanning concept— Zoë Girl™. California Tan, Inc. also continues its popular Volume Reward Program, Expert Salon Program, Co-Op advertising, Tanning Dollars & Sense training program, gift-with-purchase program and its Emerald Bay Spring Break Model Search Contest.

California Tan

Continuing with last year’s focus on product families, California Tan unveiled its new contemporary logo and outlined its new direction for the upcoming season surrounded by the theme of “A New Year, A New Look.”

For the ’04 season, California Tan has revamped and streamlined its collection of tanning and suncare products and introduced 11 new formulas to the brand. Salon owners will notice a sleek, dramatic, new package design for the entire brand that not only conveys a comprehensive product family strategy, but also delivers an overall cohesiveness to the brand. Building upon the belief in its 3-Step System to a perfect tan, California Tan now brings sense to the more than 50 products in the line.

“Over the past three years, the company has focused on expanding product families and discontinuing items that fall outside of the streamlining rationale within the 3-Step System,” says Sarah Galusha, vice president of marketing. “The new packaging helps organize products by step, family and also features a side-panel legend to allow for easy identification of formula type and unique lotion characteristics. The result is a sleek, fresh look that salon employees will be able to understand and sell effectively.”

California Tan adds three new products to the high-performance X Collection.

X Power™ Bronzer, with X-treme Tanning Catalyst™, is the brand’s most-advanced fast-acting, high-performance Step-2 bronzing formula.

X Appeal™ Face elevates the company to the same level as high-end facial lines. The formula contains advanced tanning and skincare ingredients and a light bronzer. Based in outside clinical trials, X Appeal delivers up to a 33-percent reduction in appearance of fine lines and wrinkles, 40-percent improvement in skin firmness and suppleness, 55-percent improvement in uniform skin color and 92-percent improvement in moisturization.

X Endurance™ Body is a Step-3 tan extender that works over time to further the vitality and longevity of the tan. Formulated with XTC and progressive skincare ingredients, it encourages the skin to perform at optimal levels for long-lasting color.

California Tan welcomes a new family to its fold—the Effects Collection, touted as the ultimate tanning energy drinks for the skin. C1FX™ Bronzer is a Step-1 accelerator that fast-forwards tanning results with bronzing and skin-energizing action. C2FX™ Bronzer is a Step-2 maximizer that delivers faster, darker color. The formula is the ideal product for use in a high-pressure tanning unit, the company says.

Other additions to the California Tan brand include Rum On The Rocks™, a Step-2 maximizer with bronzers and cooling ingredients, and Ambrosia® Dark Bronzer, a Step-2 maximizer with bronzers. The new Ambrosia addition features a triple-swirled bronzing blend of quick-absorbing gel and a double dose of moisturizing lotion.

Pyro™ Step-2 maximizer with ultra Hot Action® joins the Private Reserve Collection and is formulated for the extreme tanner. The level 15 hot-action product delivers advanced tanning performance with new Opti-Tan™ technology.

The company also introduces L.I.P.™ SPF 25 that locks in protection with full-spectrum indoor/outdoor UVA/UVB sunscreen while sealing lips with conditioning moisture. Joining the Suddenly Sun® Collection is Suddenly Sun® Self- Tanner.

Rounding out the new products is Pro-Specs™ UV-protection eyewear that features the latest innovation in personal eyewear protection. Pro-Specs are ergonomically designed with adjustable goggles and a removable nosepiece and elastic strap for versatility and a secure, custom fit. They feature high-impact, scratch-resistant lenses and include a lens-cloth drawstring pouch for protection.

Also new is the Sunless Tanning Kit featuring three trial sizes of Suddenly Sun Primer, Suddenly Sun Self-Tanner and Suddenly Sun Extender packaged in an attractive mesh bag. Helping to drive counter sales is the Step-Up Sales Counter Display that features 15 interchangeable cards that allow salons to promote up to three products at once.

Matahari

This season Matahari unveils a new generation of high-end packaging featuring plastic tubes with a veneer metal overlay. This not only eliminates the problem of dented metal tubes, but also eliminates the need for the tube key. The new sophisticated design will be phased in over the next few months and will continue to be sold in boxes.

Adding to the Matahari Sexy Tan Collection is Deep Sexy Kiss™. The SPF 15 sheer gloss delivers lasting shine and a hint of color, while LipMaxx™ provides plumper and fuller lips. This product also features a new counter display.

Matahari’s new Envy Collection features three new products formulated for the most envious tanning results. Defining the brand is the rare combination of orchid, cashmere and pomegranate in the formulas. Envy My Golden Glow™ is a Step-1 enriched tanning and firming crème. Envy My Dramatic Darkness™ is a Step-2 enriched tanning and firming crème. Envy My Flawless Face™ is a specialty facial tanning treatment with firming and anti-aging effects.

Matahari also unveils a new three-pedal display with interchangeable product cards.

Emerald Bay

Building on its continuing popularity with the 18- to 25-year-old demographic, Emerald Bay introduces two new products for the ’04 season.

Kamikazi Kooler™ is an accelerator with cooling that refreshes the skin while delivering dark tanning results. Each bottle includes a fun penguin keychain for the on-the-go tanner.

Toasted Twister™ is an accelerator with bronzers that provides fast tanning results in two to four hours. Each bottle includes a “Get Toasted” twister straw so tanners can enjoy their own cocktail after using this new tanning cocktail.

CAL CARE

Introduced last season, the CAL CARE line has become the No. 1 cleaning system for professional salons. For ’04, the company will build on its existing products, as well as its CAL CARE Clean Commitment program, which attracted more than 250 salons last season.

Zoë Girl

There’s a new girl in tanning, and her name is Zoë Girl. The latest brand addition is a new approach to tanning results that creates a new element of excitement for tanners and new profits for salons.

The brand’s philosophy is based on seven attractive and fun tanning products that customers can mix and match. Each 5-ounce shrink-wrapped formula has complementary fragrances and colors that can be layered together or used separately for great tanning results. Using a combination of tanning products is the latest twist to tanning and provides tanners with a way to blend different products to create their ideal tanning mood. The illustrative and colorful bottles and hip character, Zoë, speak directly to trendy, young women ages 15 to 34.

“Customers will be drawn to the endless possibilities the line has to offer,” Galusha says. In fact, Zoë Girl’s core philosophy falls right in sync with the latest trend in women’s consumer products that focus on providing personal care products that can be mixed and matched to meet the mood of the consumer.”

Zoë Girl formulas include Pushing The Limits™ hemp accelerator, Feeling Lucky™ crème gel accelerator, Stretching The Truth™ bronzing accelerator, Playing It Cool™ cooling accelerator, On The Prowl™ shimmer accelerator, Flirting With Fire™ hot-action accelerator and Baring It All™ tan extender.

The new brand also features a great rotating counter display with interchangeable cards that explain the products and the mix-and-match possibilities. Zoë Girl also introduces a totally new concept in sampling—the packette purse that features three packettes designed for a particular event or mood.