California Tan, Inc.

California Tan, Inc.
It’s All About Branding

An industry innovator in lotion development since 1987, California Tan, Inc. continues to build the indoor tanning industry with its brand presence. As CEO Max Recone says, “A healthy-looking tan can be a person’s greatest asset. You take it with you everywhere and it creates a walking billboard for the industry and the lifestyle. It’s all about branding.”

With that said, the curtain went up on the newest additions to the California Tan®, California Tan Sunless, Matahari®, Emerald Bay® and Zoë by California Tan branded lines. However, one of the biggest surprises is California Tan’s new foray into the tanning lamp sector.

Market research revealed that U.S. tanning customers rated lamps as the most important factor contributing to their tanning results. When given the choice of lamp brands, a majority of tanners said they preferred California Tan tanning lamps—even though they did not exist, until now.

Realizing the brilliance of the brand, California Tan, in conjunction with LightTech, Inc., established the Heliotherapy Lamp Institute. The Institute is dedicated to providing brighter, newer and longer-lasting lamps by studying the positive effects of UV light and tanning based on the science of fine-tuning phosphor blends, UV ratios, UV spectrums, lamp longevity and tanning performance as it correlates to lamp and lotion use.

California Tan® Lamps feature the Helio™ Collection and HelioPulse™ Collection. Each collection features unique cathode guards that eliminate black ends and provide longer peak performance. The lamps also contain advanced phosphor blends that deliver higher output, faster warm-up and longer tanning response. This leads to greater tanning results to the customer and less re-lamping for the salon.

The Helio™ Collection is the “Preferred Standard” for longevity and quality. The lamps deliver 800-plus hours of peak performance and are available in a full range of reflector and nonreflector configurations. The collection includes unique Helio™ Double Action Lamps that provide two-in-one tanning action for the body and face. Unique facial phosphor blends mimic high-pressure facial lamps by emitting a higher strength of UV in the facial area, while the body area receives the “preferred standard” for peak tanning response.

The HelioPulse™ Collection delivers 1,000-plus hours of peak performance and is available in a full range of reflector models. The collection also features HelioPulse™ High-Pressure Facial Lamps in the most common configurations.

The company will have a Web site dedicated to its lamps, featuring an interactive tanning lamp conversion chart so salons stay compliant when re-lamping.

California Tan adds three new tanning collections and four family additions to its 3-Step system, totaling 11 introductions for 2005.

Building on its best-selling X Collection, the company introduces a new gold standard of tanning lotions—the CT Seven™ Collection of tan-altering formulas that target the skin’s seven key components for tanning—oxygen, energy, copper, zinc, H2O, electrolytes and antioxidants. CT Seven™ Accelerator Step 1 and CT Seven™ Maximizer Step 2—both with SMART Technology—identify, deliver and balance the essential seven, delivering them throughout the skin.

CT Seven™ SMART Accelerator speeds up color for unprecedented base-tan development, while CT Seven™ SMART Maximizer optimizes dark-tan development for unparalleled results.

The LiquidOx™ Collection infuses skin with a pure form of oxygen for the darkest results while promoting skin well-being, efficiency and energy for peak performance. LiquidOx™ Accelerator is a Step 1 oxygenrich, liquid lotion that steps up respiration for fast, base-tan results. LiquidOx™ Maximizer Step 2 steps up the metabolic process for dark results beyond tanning plateaus.

The Hempology™ Collection introduces the science of ritual darkness and immortal color with a blend of virgin hemp seed oil and hemp butter. Hempology™ Accelerator is a Step 1 hemp-infused, hydroponic tonic that unites nature’s miracle plant with potent base-tanning technology. Hempology™ Maximizer Step 2 features a blend of advanced tanning technology for plateau-breaking color. Hempology™ Maximizer with Hot Action Step 2 is a hot and hemp-infused formula. All three products contain Melaboost™ that helps skin to efficiently use a more functional form of tyrosine to help improve natural color development and tan magnification.

Joining California Tan’s X Collection is X Speed™ Bronzer Step 1, a base-tanning formula featuring advanced bronzing performance. Beach Rum Cooler™ Step 1 Accelerator with Bronzers and Cooling features real Caribbean rum extract, sugar cane bronzers and a shot of cooling for refreshingly dark tanning results.

Additions to the Ambrosia® Collection are Ambrosia® Dark Frost Step 2 Maximizer with Cooling and Ambrosia® Lip Savour™ SPF 15 lip gloss. Dark Frost serves up a blue swirled, frosty blend of quick-absorbing gel and moisturizing lotion for faster, darker results. Lip Savour™ provides indoor/outdoor protection while it smoothes, shines and softens. The banana-marshmallow-flavored lip gloss can be worn alone or slipped over lipstick.

Finally, California Tan’s classic Step 3 specialty products— Total Immersion™, Total Submersion™ and Insurance®—have been repackaged to reflect a stylish, signature look.

Building on the strength of its California Tan brand name, California Tan Sunless launches the next generation in turbine-powered handheld equipment with its CustomBronzer® 4000. Like its predecessor, the TurboBronzer™ 3000, the CustomBronzer allows for complete body-detailing in under four minutes and now features a variable-speed motor and ergonomically redesigned spray gun for more control during spray application. In addition, the new unit features an upscale workstation designed to appeal to any salon’s decor. The unit also is smaller, more mobile and even quieter than the TurboBronzer. To help make maintenance a little easier, the new unit features a red light that goes on when it’s time to clean or change the filter.

The company also introduces improvements to its popular sunless spray solutions including a new naturally-derived bronzing colorant system and higher levels of DHA for a darker, longer-lasting sunless tan. Its New Premium Dark Tinted Handheld Spray Solution introduces premium levels of DHA BRONZEXTEND® PLUS to increase color intensity and reveal a darker tan in four to six hours. The SD alcohol-free solution leaves no sticky after-feel and has a light floral fragrance to control malodor.

Premium Dark Tinted Booth Spray and Premium Dark Clear Booth Spray enable salons to offer the progressive technology of California Tan Sunless with advanced skincare benefits for a flawless and natural-looking tan.

The company’s new Spray Barrier Cream is a lightweight formula that takes the hassle and worry of applying barrier cream out of customers’ hands. Also, California Tan addresses the issue of unpleasant DHA order with Neutralizer, a quick-penetrating, fast-drying spray formula that helps counteract DHA odor and leaves sunless tanners feeling refreshed and revitalized.

The company also offers two spray enclosures to keep tanning rooms free from potential overspray. The Classic Spray Enclosure is semi-permanent, made of durable styrene, and easy to wipe down.

The Portable Spray Enclosure assembles in minutes and is made of a lightweight frame with a machine-washable backdrop screen.

Matahari continues its role as the company’s sophisticated, pampering line and features two new product additions.

Adding to Dark Sexy Tan®, Matahari introduces Dark Sexy Shimmer™, a Step 2 bronzing formula with bold bronzers, sexy shimmer and skin-firmers and softeners. Javanese coffee extracts promote a deeper-looking tan and firmer skin while Pro-Vitasun Complex™ saturates skin with intense moisture. Sexy, golden shimmer highlights skin while jasmine, neroli and patchouli oils enrapture the senses.

The company expands its Envy Collection with Envy My Forbidden Fire™, a Step 2 enriched firming cream with skin stimulation. Unique to the Envy line, Envy My Forbidden Fire also contains a combination of orchid, cashmere and pomegranate for the ultimate in anti-aging and firming skincare.

To help capture shelf presence, Envy My Golden Glow™, Envy My Dramatic Darkness® and Envy My Flawless Face™ will be sold in sophisticated, upscale foil boxes embossed with the Matahari seal.

To further promote the luxury of the Envy Collection and provide a sales incentive for salons, Matahari announces the Envy My Spa Escape Sweepstakes, a season-long promotion that offers its customers the opportunity to win a spa escape. Attached to every full-size Envy product are two entry stickers—one for the salon employee who sold the Envy product and one for the customer.

Both employees and customers fill out their entry forms and mail them for their chance to win. One employee and one customer each will win a four-day spa escape for two, plus airfare, to the Miraval Spa and Resort in Catalina, Ariz. Also, there will be a runner-up drawing for one employee and one customer to win a day of beauty with a friend at a spa of their choice. Entries must be received by June 30, 2005. There is no limit on how many times an employee or customer may enter.

Emerald Bay introduces three enticing accelerators for 2005 and unifies its entire product line in its signature liquor-bottle packaging. Bottled Blonde™ supernatural shimmer blends sweet honey, lemon extract, Agave Nectar® and tan-accentuating mica for deep, dark color. Every bottle comes with a tiny, pink boa-trimmed credit-card purse on a keychain.

New Bronzing Blizzard™ ice-blended bronzer storms skin with an icy blend of refreshing cucumber extract sprinkled with sugar cane bronzers for fast tanning results in two to four hours. Agave Nectar helps rejuvenate skin to enhance the appearance of a rich, tropical tan. Each bottle comes with a mini-snow-globe keychain.

Tan ‘n Tonic™ Agave Nectar-infused dark-tanning elixir keeps skin oil-free with Cotton Blend™ and Oil Chaser™ to reduce shine, hide imperfections and look flawlessly golden. Every bottle comes with a little lime-slice-eraser keychain.

This year the 4th Annual Emerald Bay Model Search is open to both men and women. The search runs through April 2005. The winners will be flown to Los Angeles for a professional photo shoot and special VIP treatment, California Tan style. The salon representing the winner can receive up to $7,000 worth of retail product from any of the California Tan, Inc. brands. Additionally, two runners-up will receive a special gift basket full of Emerald Bay products and goodies. The salons representing the runners-up will receive $1,000 worth of retail product.

Zoë by California Tan is a new and improved collection now part of the California Tan family of products targeting the 20-something woman. Each product now follows the tanner-trusted California Tan 3-Step system and offers exclusive anti-cellulite, firming and anti-aging technologies. Plus, each product comes in larger sizes than before and features an easy-to-dispense pump.

Getting Even™ Oil-Free Accelerator with Bronzers joins Feeling Lucky™ Crème-Gel Accelerator in Step 1. Both have Vitatan® 2000 plus tyrosine, melanin, copper and cellulite-busters. Grouped into Step 2 are Pushing the Limits™, Stretching the Truth®, Playing it Cool™, On the Prowl™ and Flirting with Fire™. Baring it All® Step 3 tan extender with cellulite busters now is packaged in a 16-ounce bottle.

Zoë also introduces Givin’ Lip™ High Gloss Lip Plumper with SPF 15. Each compact contains three sassy shades—Bronzed Kiss, Rose Kiss and Naked Kiss—that can be worn alone or slipped over lipstick for added shine and protection.

The company has created a number of marketing and promotional programs for the 2005 tanning season. For an extended introductory period, all Zoë Step 1 and Step 2 products will come with a free gift-with-purchase 6-ounce Baring it All tan extender shrink-wrapped together.

Additionally, Zoë introduces its “Shop ’Til You Drop” Bloomingdale’s Sweepstakes. Every full-size bottle of Zoë product will feature two entry stickers to win a $1,000 shopping spree at a Bloomingdale’s store or its online store. One entry sticker is for the salon employee to peel off when he or she sells the product; the other entry sticker is for the customer who purchases the product. Both fill out the forms and mail them for a chance to win. One employee and one customer will win every month from January through June. There is no limit to the number of times an employee or customer can enter, so the more the employee sells, the more chances there are for him or her to win.

California Tan, Inc. is making it easier for salons and consumers to reap tanning rewards in 2005 with the following programs and promotions:

• Volume Rewards Program
• Expert Salon Program
• Expert Plus Program
• Co-Op Advertising
• Tanning Dollars & Sense Training Program
• Personal In-Salon Training Sessions
• Gift-With-Purchase Programs
• 4th Annual Emerald Bay Model Search Contest
• 2005 California Tan, Inc.’s Scholarship Program