Designer Skin

Designer Skin’s groundbreaking and innovative Halo Dark Tanning Bronzer with UVB Inhibitors SPF 4 has become an instant hit with tanners because they connected with the skincare philosophy behind it, Felker says.

The future-minded company saw the skincare writing on the wall in 1998 when Designer Skin was born. Brad Grossman, a veteran in the nutrition industry, was looking for ways to expand his business. Designer Skin’s sister companies, BNG Enterprises and American Supplement Technologies, have been manufacturing vitamins and supplements for more than 10 years. At its essence, tanning lotions are the topical deliverance of vitamins and nourishment to the skin, which subsequently enhances the tanning process, Felker says.

“The indoor tanning industry, therefore, was the perfect marriage and a natural segue for us,”

she says. “It enabled us to utilize our years of nutraceutical experience to provide our customers with exceptional tanning accelerators that not only provide maximum tanning results, but also nourish and improve the condition of their skin.”

Given an emphasis on responsible tanning and skincare, Designer Skin’s “nutritional philosophy” was readily embraced by salons. Adding to that exemplary customer service, salon support, promotional programs and education, Designer Skin customers have come to expect only the best, Felker says.

“We are where we are today because of our loyal customers,” she says. “They are our top priority. Every single policy and program we implement is designed to reciprocate that unwavering loyalty and support. That is why we only sell to professional tanning and beauty salons that offer tanning as an on-premise service.”

In addition to focusing its efforts on professional tanning establishments only, Designer Skin aggressively has combated Internet and flea-market diversion, resulting in a 95-percent compliance rate, Felker says.

“We also implemented a producttracking system so we now can identify sources of diversion and hold them accountable,” she says. “Finally, our salon programs, such as our rebate program, are some of the most generous in the industry.

Again, everything we implement is with the best interest of the salons in mind.”

Exotica 100X Dark Tanning Formula was Designer Skin’s first major hit and really put the company on the map.

“We launched this product in May 2000, our first season in the industry,” Felker says. “It’s from that one product that we launched the Couture Collection and the rest is history.”

In 2002, Designer Skin’s Tantrum Collection received a ton of praise and sales. Tantrum is the company’s more affordable price-point line, featuring four accelerators as well as a facial accelerator and self-bronzing spray.

“Of course, the standout product always typically is the newest release which, for the Tantrum Collection, would be this season’s Ultimate Love Junkie,” she says. “It’s a great bronzer with great fragrance and a great price-point that is selling extremely well for us.”

Last year, one of the company’s busiest and most successful, Designer Skin launched the Hollywood Collection and Miracle Collection.

The Hollywood Collection features two dark tanning accelerators.

“Given the amazing skincare benefits of hemp seed oil, last season we dedicated two products to this wonder-ingredient,” she says.

“Rock Star Extreme Sizzle Bronzer and Drama Queen Dark Tanning Formula have the highest amount of hemp seed oil in their formulation than any of our other products.

Drama Queen in particular has been an amazing seller for us. I am sure we will continue to incorporate hemp seed oil in future formulas and marketing as well.”

The Miracle Collection also features two dark tanning accelerators—Worship Dark Tanning Bronzer and Goddess 200XXX Extreme Sizzle Formula—that utilize advanced anti-aging and firming technology. Superior skincare ingredients such as alpha lipoic acid and copper provide the powerful anti-aging and firming benefits while delivering stunning tanning results.

“We also have lip products, sunlessspray solution for spray booths and airbrush equipment as well as nutritional supplements,” Felker says.

With the advent of new products every season, a certain product tends to stand out as the best seller and shining star for that season. Worship Dark Tanning Bronzer was that product last year.

“It was the first product in our Miracle Collection,” Felker says. “It is a nontingle bronzer with great skincare properties.

The response absolutely was overwhelming. We barely could keep up with demand all last season and it’s still going strong in 2004 as well.”

Designer Skin takes pride in all of its products, especially since it manufactures everything in-house.

“Not many lotion companies can make that claim,” Felker says. “We are extremely stringent about the quality-control standards for our lotions. The fact that we manufacture our own products enables us to practice exemplary quality control. In addition, by manufacturing in-house, we don’t have to contract a third party to make our lotions, which can be very expensive. We, therefore, are able to take that saved money and put it back into our ingredients and superior formulations.”

Everything Designer Skin does is meant to make life easier for salon operators. A great example of that commitment is its customized TV commercials where Designer Skin offers salons the opportunity to customize a professional TV commercial, advertising their salons as well as Designer Skin products.

“Television is an extremely powerful advertising medium,” Felker says. “These customized commercials enable our salons to target their ideal demographic in a profound manner. We have paid for the production costs. Moreover, we co-op their airtime up to 50 percent. So, in essence, they are able to utilize an extremely beneficial and proven advertising medium at little expenditure. It is a winwin situation.”

Designer Skin has a great reputation for its packaging. “Salons tell us time and time again that the vibrancy and visual appeal of our packaging is a huge selling point,” she says. “They say that the products literally jump off the shelves. The packaging gets the lotion noticed—then once they sample it and smell the wonderful fragrance, the sale is a done deal.”

The company also had a lot of positive feedback from its 32-ounce pump sampling program. “It enables the salons to sample out our best-selling products, which drives subsequent bottle sales,” Felker adds.

There’s no doubt that it’s an exciting time for Designer Skin. Its phenomenal growth over the past five years exceeded its greatest expectations.

“We are launching a surprise product in April that we are very excited about,” she says. “It will come out in time for salons to revitalize their product offerings midseason.” Details were kept under wraps as of press time.

Whether it’s the most nutritionally sound tanning accelerators, customized TV commercials or revolutionary packaging designs, Designer Skin aims to stay on the cutting edge.

“As we speak, we are working on next season’s products,” Felker says. “We have a lot planned for the 2005 tanning season and our loyal salons will be thrilled with what’s in store. We truly believe that our next course of action will seal our fate and secure Designer Skin a permanent and successful foothold in the indoor tanning industry.”