Mystic Tan Shares New Strategy to Drive More Tanners, More Tans!™

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Jun 02, 2014, 08:03 ET

CLEVELAND, June 2, 2014 /PRNewswire/ -- Mystic Tan®, the number one spray tan brand with over 100 million tans, today shares its new line of products, revamped brand identity and overarching marketing campaign highlighting the fun, cool and customizable aspects of spray tanning.

Part of the new Mystic Tan strategy from Sunless, Inc. includes Mystic Myxers, which offers an accelerator, two bronzers and five scents to create a customizable natural tan and unique tanning experience. The Myxers create new opportunities for salon owners to differentiate themselves, extend the relationship with their customers and ultimately increase sales and profits. (PRNewsFoto/Sunless, Inc.)

"Mystic Tan has earned the confidence and trust of tanners by delivering a beautiful, natural-looking tan that is customizable to individual preferences," explains Mike Concannon, vice president of marketing for Sunless, Inc. which owns the popular Mystic Tan brand. "Our new multi-faceted marketing program aims to leverage those compelling brand attributes to ultimately drive More Tanners, More Tans!™ for salon owners."

Concannon added that the team shared this new direction with major salon owners across the country for early input and the strategy was enthusiastically received.

The New Strategy, Tools & Look include:

New booth panels: stylish, feminine and inviting design
New packaging (the solution itself is unchanged)
Lower booth price to maximize ROI and accelerate payback
Revamped customization system called Mystic Myxers™ (formerly additives). It's a simple and fun way to upsell. The new Myxers come in warm vanilla fresh and sport and will complement the Accelerator, Bronzers and existing scents to allow customers to create a signature tan
The TanStand™ merchandising system to increase customer interest in spray tanning and drive upsell for the salon
Contemporary salon marketing material featuring new creative to help increase consumer awareness and drive trial
Targeted influencer outreach campaign among beauty bloggers to drive customers to salons

Spray Tanning is like ordering at Starbucks
Only Mystic lets spray tanners create a signature tan with dozens of ways to combine their desired tanning solution with Mystic Myxers. Myxers include an accelerator, two bronzers and five scents to create a flawless natural tan and an enjoyable tanning experience. Tanners love to customize their Mystic Tan to reflect their mood, the season of the year, a new look, a special occasion or just to have fun. Mystic tanners "Myx" their tan the same way people personalize their coffee order at Starbucks. Customization creates endless opportunities for salon owners to create a distinctive experience for their customers and establish a relationship that will create satisfied and loyal Mystic tanners.

Re-Myx Sales + Profits
Customization has additional value for salon owners. The Mystic TanStand™ and Mystic Myxers make the upsell process fun and as easy as 1-2-3 for salon staffers. The customer requests their desired tanning solution (light, medium, dark), the Myxologist (otherwise known as salon staffer) encourages the customer to myx and match the variety of Myxers to create a signature tan. The interaction between the Myxologist and customer becomes personal and enjoyable, feeling like a friendly conversation versus selling. "Top Mystic Tan salons sell two or more Myxers per tan which increases the sale by $7.00 - $12.00," explains Concannon. "That's a sales and profit story that every salon owner can appreciate."

Over 100 Million Tans and Counting
Beyond a flawless tan, Mystic Tan gives tanners "The Color of Confidence" and that's why tanners keep coming back for more. Over 100 million spray tans and counting.

Starting today, salons may order the new-look booth, new Myxers, new package design, new TanStand and new salon marketing material at www.mystictan.com.

ABOUT SUNLESS, INC.

Sunless, Inc., of Macedonia, OH, is the recognized industry leader in sunless tanning with spray tanning booths, professional-grade tanning solutions and lotions and innovative airbrush equipment, marketed under the leading brands Mystic Tan™, VersaSpa™, Sunless Pro™ and EVOLV™. Sunless, Inc. distributes in the Unites States and international markets.

Contact:
Mike Concannon
215.266.9878
[email protected]

Photo - http://photos.prnewswire.com/prnh/20140601/92995

SOURCE Sunless, Inc.