Retail brand Loving Tan has taken a new direction, Professional Beauty chats to Joanna Hinton and one of her first stockists about crossing boundaries and seeing fruit.
Loving Tan was created originally with the intention help consumers and lovers of salon-tan to take the salon home with them. Previously a solely retail brand, Loving Tan has broadened its market by tapping into the professional trade arena with a new range of salon-only products.
What made them decide to cross-over to trade? What benefits arise from having a foot in both sides of the industry? Professional Beauty chatted to Joanna Hinton, creator of Loving Tan, about the thinking behind her recent business decision.
Why did you decide to create this line and where do you see Loving Tan in the professional market?
We started off as Australia’s first professional strength self-tan and since the beginning customers have been asking for our products in salons – they wanted to achieve the same colour from their local salons and at home.
I see our brand fitting into the premium side of the tanning market. We don’t skimp on ingredients and the most important thing for us is the quality of our products. Loving Brand’s always sourced the highest quality organic and natural ingredients – so I see the brand fitting perfectly with others in the market that also put emphasis on organics.
There’s been a shifting trend in tanning where customers no longer want to look orange or go for a dramatic bronze – they definitely want a more natural look nowadays.
How does retail support your professional products, and vise versa?
We definitely see there is a need for salons to carry both. Even weekly clients will have times when they are unable to make an appointment and need a quick self-tan for work, travel, or any event that requires an instant flash of colour! Our retail products remain popular because it’s great for those who can’t make their appointments – or simply don’t feel comfortable being spray-tanned!
Our retail and professional products support each other by offering a one-stop tanning system. We were lucky enough to have a very loyal brand following before we released the professional range. Salon appointments and self-tans should work together for consistency – every person needs the ability to be able to top up their tan mid-week and not have to resort to a different brand with a different colour!
We are proud to be able to offer our customers everything they need in one brand!
Salon Z & Studio Y, Port Douglas
As one of the first stockists of both Loving Tan ranges, Salon Z & Studio Y in Port Douglas is a loyal fan of the brand and owner Annette Gray explained why she chose Loving Tan over other brands.
Why did you decide to go with Loving Tan’s new range?
Initially we stocked the mousses and when the professional range came out, we decided to give it a try – and ever since customers have been asking for it constantly! We really love the natural colour of the tan and being a tropical wedding destination, we get a lot of holiday-makers and brides who all want the tropical look without baking in the sun.
Have you had good response from the new range?
The response has been very positive – lots of happy brides and wedding parties. We also sell a lot of mousse as take-home produce. We actually get quite a lot of phone orders from clients all over Australia who have tried the mousse or been sprayed while being here on holidays.
For more information on Loving Tan visit www.lovingtan.com