Tanning -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Focussing on one of Ireland’s most popular tanning brands, we take a look at how whitetobrown became a reality and how Bliss Ireland have brought it to where it is today.
Since whitetobrown was launched in the UK in 2005, the popularity and demand for the tanning brand has grown considerably, which encouraged Bliss Ireland to make the product available to the Irish beauty world back in 2007.
Inspired by the demands for a natural looking tan, whitetobrown’s advanced tanning system has been specifically developed to give the ultimate smooth, flawless, golden tan, and a product that the end user now demands!
Bliss Ireland took great care and put much effort into introducing the brand to Ireland in order to make it a success. Matthew McCullough, Managing Director of Bliss Ireland, says: “We were very strategic in how
Whitetobrown
Fact File • Available in 12 other European countries outside of the UK and Ireland.
• 18 products have been launched since the beginning of the brand.
• Hundreds and thousands of products have been sold since the beginning, equating to millions of euros!
• Their core line is the whitetobrown spray tan solutions, 10% being their bestseller.
• The range currently consists of Spray Tan Solution, Salon Self Tan Lotion, Barrier Cream and Removal Wipes.
• The retail range consists of Self Tan Lotion, Instant Liquid Tan, Bodywash, Gradual Tan Lotion, and Exfoliate. Not including various box sets and gift bags.
•Whitetobrown also offer a range of spray tanning equipment.
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2005 - Peter Bell develops and launches the whitetobrown brand in the UK.
2007 - Bliss Ireland bring Whitetobrown to the Irish beauty market and make it a big hit.
we introduced this into the marketplace. We initially introduced it into the salons and throughout the country where it started to get recognised as an amazing tanning solution to the user and salons alike. It was then that we implemented a higher profile marketing strategy that was synonymous with the sector. In return, this has built a very strong market leading brand with a phenomenal following now in Ireland and throughout the UK.”
Inspired by the demands for a natural tan, the beauty of whitetobrown, and of course what makes it so popular amongst clients and therapists, is the ability to tailor the colour of the tan to each individual clients’ colouring, offering different shades and depths, as well as a retail range too.
Just the beginning...
Founder of the brand, Peter Bell, has his love of horseracing to thank for the inspiration that kick-started the idea for whitetobrown. Peter’s passion was horseracing and his wife had a love of beauty products. It’s difficult to imagine how a love for horseracing could lead to a much- loved tanning brand, but Peter had several companies, some of which would sponsor various races throughout the UK and Ireland. It was during a Ladies Day event at a race meeting that he noticed the large number of very bad tans on show. He either thought they looked very ‘orange’ or very ‘streaky’.
This discovery by Peter and his wife led to many a conversation with the ladies at the event, where Peter was brave enough to approach them to discuss their tans and ascertain more information about tanning in general.
With his wife’s love of beauty behind them and Peter’s new-found knowledge and research, Peter and his wife began a painstakingly slow exercise to develop the perfect tan offering better results than what they had witnessed. Whitetobrown was born...
Making it a success
Making it in the UK and getting the brand name recognised led to the expansion into Ireland, and Bliss Ireland took on the task of distributing the product range. “Bliss Ireland is a multi-brand distributor of sunless and UV tanning solutions. We currently distribute approximately 16 sunless brands and are growing,” says Matthew.
“It takes a lot for a manufacturer such as whitetobrown to entrust their brand to someone like Bliss Ireland because we have such a large portfolio of sunless brands. Some manufacturers might see it as
Matthew McCullough
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