NEW YORK — The executives at Mystic Tan are fed up with fakes. The company, known for its sunless tanning booths, is launching a number of business initiatives this year aimed at combating misuse of their tanning products and protecting the Mystic Tan brand integrity.
Mystic Tan chief operating officer, Rick Stone, likened the situation to a new car purchase.
“If you had just gone out and spent thousands on a new car, you wouldn’t put things in it that the manufacturer said not to.” Stone was referring to the propensity of tanning outlets using generic mists in Mystic Tan booths or misrepresenting generic products as authentic Mystic Tan products to the customer. According to Stone, the result in either case is a subpar tanning experience.
Mystic Tan executives believe the solution to this problem ultimately lies in the hands of the customer.
“We want the consumer to know they need to ask for our products,” said Stone. To help spread this message, the company launched its first online store this month. The Web site features a searchable database of salons that offer Mystic Tan products. Currently in the works is a certification system in which salons will be dubbed Certified Authentic Partners if they fastidiously use the three key Mystic Tan elements: booths, mist and skin care products such as exfoliators and moisturizers. Certified salons will also bear a dated logo that will act as a quality indicator to the consumer.
Additionally, Mystic Tan is prepared to take action against those distributors that compromise its brand integrity. Stone insisted that the company would remove all distributors that misuse Mystic Tan products. The company recently settled a February 2005 lawsuit against California Tan Inc. and New Tan Inc. that alleged infringement upon its application technology patent.
Also this year, Mystic Tan plans to put its energy and resources into the promotion of the slogan: “The Authentic Mystic Tan Experience.” According to Stone, this experience is achieved through using the Mystic Tan booth in conjunction with their tanning mist and skin care products. Prospective tanners will see this slogan in outlets and on the Mystic Tan Web site.
Stone asserted that this comprehensive strategy will cure another company ill.
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“We were saturating the market with a lot of booths, but businesses were not buying the sprays,” he explained.
Stone predicted the authentic experience initiative will increase sales for the company’s mists and supplemental skin care line. Industry insiders predict a 10 percent increase in sales revenue this year.
The brand will also expand distribution to spas and fitness clubs. According to the company, Mystic Tan is underrepresented in these markets and an expansion represents a real growth opportunity.
The company has also introduced a product line called The Mystic Tan Collection. The line includes self-tanners and pre- and post-sunless-tanning skin care products. The products range from about $14 for HyperTan, a cream designed to accelerate the tanning process, to about $33 for self tanners.