Body Drench

Those behind the development of Body Drench tanning products are big believers in the positive effect that light can have on mood, especially in relation to tanning beds. As a result, Body Drench’s goal is to help keep the good mood going by offering nutrient-rich tanning products that feature vibrant, fresh packaging to reflect the fun energy of the indoor tanning industry.

Developed by Rick Norvell in 1981, Body Drench became a part of Los Angeles-based American International Industries (AII) six years ago. Instead of taking the line in a totally new direction, AII has worked hard to maintain the lighthearted image of Body Drench as a manufacturer of lotions that “don’t take themselves too seriously” but are still top-quality and cutting-edge.

“Tanning is an incredibly fun and exciting category within the beauty industry, and the men and women who enjoy visiting tanning salons are going there to feel good about themselves,” says Morgan Kaptain, brand manager at AII. “So, the products that are available in salons should fit in with that carefree theme.”

Body Drench strives to achieve this goal with well-designed packaging, which can be seen on products like the Tribal Tanners (Bali Bronze Ultimate Tan Accelerator, Maori Mocha Intense Tan Amplifier and Tahiti Tan Extreme Dark Tan Accelerator). These bottles feature bold shades of purple, blue, yellow and orange offset by humorous Tiki masks, a combination that results in a cheerful look with a touch of attitude—which is exactly how Body Drench sees the industry as a whole.

“This industry is about fragrance and look,” Kaptain says. “We’ve tried very hard to find packaging that is different from what the tanning industry already is saturated with.”

The Body Drench line encompasses two categories—sunless/ indoor tanning and body care—and includes multiple tanning lotions, accelerators, bronzers and body scrubs.

Body Drench is dedicated to constant reinvention of its product offerings, whether by introducing new products or giving old items a fresh look.

“You have to keep customers interested and loyal to your brand,” Kaptain says. “In order to do that, you must pay attention to the trends and update formulas to make sure the products look good and keep the customers happy.”

However, Body Drench doesn’t just rely on clever packaging to sell its products; instead, the company knows that the key to success is educating the consumer about the benefits of its lotions. To do this, AII turns to the many distributors that sell the Body Drench line and educates them on the ingredients in each product, how they work and what they can do for users.

“Knowing the ins and outs of each product creates more sales for our distributors because they understand the various facets of our products and are able to share them with the salon owners,” says Kaptain, who trains the distributors.

The salon owners can turn that knowledge into their own selling technique and educate their customers on the advantages of using Body Drench products before, during and after the tanning process.

Body Drench stresses the importance of understanding the tanning industry and creating products to reflect that understanding because that is what makes its products so appealing.

“In any business, the goal is to promote customer confidence in a product and increase sales,” Kaptain says. “Body Drench works to provide products, marketing materials and support that will achieve those goals while addressing industry challenges—like negative media—with increasingly sophisticated formulas that think about taking care of skin while tanning.”