20th Anniversary Welcomes Simplification, Differentiation And Adaptation

In 2007, Los Angeles-based California Tan, Inc. celebrates 20 years serving the indoor tanning industry and returns to its roots with all the pomp and circumstance rightly deserved. LOOKING FIT® magazine was at California Tan’s headquarters Sept. 7 for its official media day where the company’s 2007 product lines and salon programs were unveiled. Salon operators and tanners alike have a lot to look forward to in the upcoming season.

In 1987,California Tan burst on to the indoor tanning market that was ripe for innovation. With the technological advancements of tanning equipment, California Tan foresaw the future of indoor tanning lotions and introduced its first product, Max Gel. During the next two decades the company branched out into worldwide distribution, expanded product offerings beyond lotions, added a host of family brands and broke price barriers because it realized that consumers would pay for quality products.

In the center spotlight for 2007 is an entirely new and revamped California Tan. Relying heavily on two decades of experience and innovation, the company unveiled its mission to simplify, differentiate and adapt its products and programs for the upcoming tanning season.

California Tan Reborn

While there are many changes to discuss, the company will continue to focus on its heritage as the tanning authority and the only tanning company that delivers a slice of the California dream. The company’s new image campaign debuted along with its new surf logo that ties everything together with the promise of a rich, golden-brown tan and healthy-looking skin. The new logo—californiatan.com—emphasizes the company’s commitment to become more Web-centric.

“The developmental process for the 2007 season was a challenging, yet exciting, experience as we stripped the brand and reevaluated everything from our packaging to our pricing to our marketing communication,” says Sarah Galusha, senior vice president of marketing. “Entering our 20th anniversary year, it was critical that we dig deep and continue producing advanced products and marketing concepts that will keep California Tan at the forefront of the industry for years to come.”

The result is a complete strategic overhaul by way of consolidating brands, simplifying pricing and product lines, differentiating from competitors, global packaging, online training, and adapting to hot market trends that focus on key benefits for customer satisfaction.

The focus is now on two core brands—California Tan and Emerald Bay. California Tan encompasses indoor, outdoor and sunless tanning products, while Emerald Bay maintains its position as the value lotion line. Pricing and product offerings within each collection have been streamlined for easy selling and reinforcement of California Tan’s 3-Step System.

A consolidation of brands, products and price-points allows California Tan to be more nimble and more focused on end consumer benefits. It also provides the salon owner and operator with a comprehensive line of products that is easier to sell and therefore easier to turn profits, Galusha says.

California Tan’s UV tanning lineup for 2007 consists of innovative tech and trend product collections, family extensions of tried-and-true formulas and makeovers of previous formulas.

The Emerald Bay family features value-priced products for cost-conscious tanners. UV products now consist of 50 products (not including lip balms and packettes) and 10 price-points.

The Tech Line features $49, $59, $79 and $99 price-points and consists of five of Cal Tan’s most-advanced collections. Each formula is fortified with the latest in high-end skincare and finely tuned with proprietary tanning technologies designed for efficient tanning and dramatic color.

The best-selling CT Seven Collection boasts the updated logo and the Smart Technology-based formulas continue to deliver unparalleled tanning performance.

The new PotenC Collection delivers the ultimate in UV-activated vitamin C stress defense and high-performance tanning concentrates for powerful, dark color. The collection includes PotenC™ Step 1, PotenC™ Step 2 and PotenC™ Step 2 Triple Bronzer.

The Ionyx Collection features time-release ionic technology that brings skin back to life for vibrant color. Two new products join this popular collection— Ionyx™ Step 1 Triple Bronzer and Ionyx™ Step 2 Hot Triple Bronzer.

The Ambrosia 360 Collection features new and improved formulas. The unique gel/lotion swirl collection meets the demands of tired skin for improved dark tanning performance with continuous anti-aging Vita-Renewal Factor. Improved formulas include Ambrosia® 360 Step 1, Ambrosia® 360 Step 2 and Ambrosia® 360 Step 2 Triple Bronzer.

Completely new is the Daily ResCu Collection specifically designed to maximize the effect of bronzers for prolonged and enhanced color, while providing time-release hydration, firming and anti-aging benefits. The collection includes Daily ResCu™ Step 3 Tan Extender Moisturizer and Daily ResCu™ Step 3 Tan Extender Body Wash.

The Trend Line features $19, $29, $39 and $49 price-points and offers up the latest trend-inspired ingredients and fragrances with advanced proprietary tanning technologies for dramatic results.

The Chaos Collection features anti-aging, firming and dark tanning formulas that will introduce a whole new world of darkness. New this year is Shiver™ Step 2 Cooling Triple Bronzer.

The Sexy Collection boasts formulas to vamp up that sexy tan. Bold bronzers enhance skin tone and provide fast color gratification. Skin-firmers and softeners leave a silky-smooth finish. The popular Matahari products joining the California Tan brand include Rich Sexy Tan™ Step 1 Triple Bronzer, Dark Sexy Legs™ Step 1 Triple Bronzer and Dark Sexy Tan® Step 2 Triple Bronzer.

The new Lingerie Collection couples advanced tanning with anti-aging, firming and smoothing skin-dulgences that take a tan to forbidden darkness.

The new products include Dirty Secret™ Step 1, Guilty Pleasure™ Step 2, Dark Thrill™ Step 2 Triple Bronzer and Facial Attraction™ Double Bronzer. The new Karma Sutra Collection features hypoallergenic and bronzing formulas with ingredients inspired by nature and surrenders skin to dark, tanning ecstasy. The collection includes Pure Karma™ Hypoallergenic Step 1, Deep Karma™ Hypoallergenic Step 2, Sweet Sutra™ Step 1 Triple Bronzer and Sultry Sutra™ Step 2 Triple Bronzer.

The Get Tan Collection features new larger 8.5-ounce sizes for the Step 1 formulas and the new californiatan.com logo. The classic lotions include Step 1 Get Dark!™ and Step 2 Get Dark!™. The double bronzing lotions include Step 1 Get Bronze™ and Step 2 Get Bronze™.

The Total Collection boasts a totally new look and includes formulas that extend, enhance and complete the tan with intense hydration and skin-conditioning benefits. The collection includes Total Immersion® moisturizer, Total Submersion® body wash and Total Insurance® after-sun relief.

The Value Line features $14.99 and $19.99 price-points and offers Emerald Bay products for price-conscious tanners. Three new products include Malibu Mimosa™ Rich ‘n Famous Dark Tanning Blend, Choco-Latta-Love™ Creamy Caffeinated Double Shot Bronzing Blend and Dark ‘til Dawn™ Tan- Extending Moisturizer. Mojo® Dark Bronzing Sauce has been updated with Tropical Heat Level 7 and Double Shot Bronzers.

According to the company, the sunless market is the fastest-growing segment of the suncare industry, which consists of an estimated $532 million in sales. An August 2006 Mintel Report on the U.S. suncare market revealed that revenue from self-tanning products tripled from $35 million in 2004 to $106 million in 2006.

California Tan’s 3-Step Sunless Line is adapting to market trends and features products to prepare, develop, extend and enhance the perfect sunless tan.New packaging will be available in December and feature gold, reflective outer cartons that provide a premium, upscale look. The new global packaging features multiple languages.

The Step 1 Prepare Collection offers exfoliating towelettes in a new six-count carton and formulas that prep the skin for sunless application with gentle exfoliating ingredients and tan-boosting skincare. The Step 2 Develop Collection creates a flawless tan or touches up an existing sunless tan with advanced tinted formulas available in a variety of formats. New formulas include Self Tanner SPF 15 Lotion and Self Tanner Airbrush Spray. The Step 3 Extend & Enhance Collection has an entirely new look and includes formulas to prolong color and moisturize skin with specially formulated extenders and perfectors featuring subtle, skin-enhancing bronzers for longer-lasting, sunless results.

Building on the success of its line of sunless equipment, California Tan has lowered the price of its AutoBronzer and provides more design choices. Salons can choose from one of three graphic panels at no additional cost or customize the panels for a nominal fee. This allows salons to match their décor and reinforces the open spray tan environment. Additional upgrades include a solution window to check solution levels, added T-max features for faster resets, upgraded fans for faster drying and additional airflow for more self-cleaning of nozzles.

The MobileBronzer received some upgrades and continues to gain momentum—especially in Hollywood. It currently is being used by all contestants on “Dancing With The Stars” and was used to spray Farrah Fawcett for the “Charlie’s Angels” reunion at the Emmy Awards.

California Tan continues to finetune its popular outdoor line of products and differentiates itself with its 3 Step System and advanced formulations.

Step 1 Base Tan Builders jumpstart the tanning process and build color fast. Each product features proprietary Vitatan, the same ingredient found in all California Tan Indoor Step 1 tanning products. Base Tan Builders should be applied to the skin for the first five to 45 minutes of sun exposure.

The Step 2 Sun Burn Protection Collection features a new look and new additions. Golden tanning technology combined with broad-spectrum UVA/UVB protection allows a healthy-looking tan to develop while avoiding sunburn. New for 2007 are SPF 45 Luxurious Sunscreen Lotion, SPF 30+ Luxurious Sunscreen Spray and SPF 30+ Kids No Rub Sunscreen Spray.

Step 3 Dark Tan Extenders help enhance and extend tanning results. Dark Tan Extenders should be used daily after showering or bathing and as needed for hydration to maximize color. Outdoor Step 3 Dark Tan Extenders are the same collection of products used in the Indoor 3 Step System.

Key to the 2007 campaign is California Tan’s commitment to consumer Web initiatives designed to fuel growth, increase awareness and satisfy consumers. Its new Web site was launched in October, connecting tanners to national salon partners via the internet. The company’s Web-centric focus targets consumers to drive salon traffic and increase product sales.

“Today’s consumer relies heavily on researching products online prior to committing to a purchase,” Galusha says. “Currently, there is a gap between identifying the tanning product a consumer wants via online research and finding a location to make the purchase. Cal Tan’s new Web site is designed to bridge that gap and create a win-win situation for everyone.”

The new Web site also is an educational tool to help consumers find the best product for them via the “My Tan” interactive product prescription section that will lead to a product prescription for indoor, outdoor or sunless tanning. The consumer can print the prescription and find a nearby location to purchase the product via the “Retail Locator” or purchase the product online at full retail price, plus shipping and handling, from one of the California Tan’s elite partner salons. In other words, consumers will be walking into salons already sold on the products they should buy.

Products available for purchase online currently are limited to full-size sunless and SPF products and packettes of indoor tanning lotions. A portion of all online sales will be given to the Indoor Tanning Association.

“Our intent is to help consumers find, purchase and sample our products with the sale leading back to the salon,” Galusha says. “There is no doubt that buying from a salon is the most cost-effective way for a consumer to enjoy a California Tan product. We are building awareness, generating leads, and helping salons close the deal.”

California Tan continues its commitment of partnering with tanning salons with its new promotions and programs—all with the mission to simplify, differentiate and adapt.

The company continues its GWP promotions to help build brand loyalty. The company also has revamped its Co-op Program and reduced the number of rules and restrictions for participation. Highlights include no minimum purchase, and now every purchase of California Tan retail, equipment, lamps and in-salon items count toward co-op funds. Its Salon Partner Program also has been fine-tuned to offer ultimate privileges.