American Intl. Industries, Los Angeles, hopes consumers will do a double-take upon seeing the company’s new Body Drench 2 Timer tan accelerator on shelves at tanning and beauty suppliers, and in salons throughout the U.S. and Europe. The three-variety bronzing product line—enticing tanners with sassy names such as Dark Secrets, Hot Love, and Cold Shoulder—joins an 11-oz bottle of body lotion with a 0.5-oz bottle of Face This bronzing facial serum in a single-footprint package.
According to Body Drench brand manager Morgan C. Kaptain, providing a specially formulated facial bronzer along with the primary body-lotion product relieves consumers of the “ever-frustrating concern” of whether what’s good for the body is also good for the face. “Many people avoid tanning their face by putting a towel over it while in a tanning bed,” she says. “Your skin still gets dry, and it ends up not getting any color. With Face This, your problem is solved—your skin gets moisturized and bronzed.”
Bottle design's market debut
Body lotion is held in a pearlescent-bronze high-density polyethylene bottle with a front panel molded with a concave area into which the oblong facial-bronzer bottle fits. While the bottle-in-bottle design, from Arminak & Assoc. (www.arminak-associates.com), is not custom, Kaptain notes that this is the first time the package has been used in the skincare/tanning market.
Arminak also provides closures for the tan accelerators: A bronze, flip-top cap is used for the main bottle, and a light-blue, screw-on cap tops the secondary pack. Both bottles are decorated on front and back with digitally printed, p-s labels designed by Tony Lomeli of Body Drench and converted by LabelTronix (www.labeltronix.com). The Body Drench 2 Timer logo on both labels brings design consistency.
Introduced in October, the Body Drench 2 Timer product line was a big hit at a November tanning expo, relates Kaptain. “Everyone loved the idea of a two-in-one product and thought it would be an easy sell,” she says. The product has an average retail price of $46/bottle.