. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Tanning -BrandAwareness solution to the user and salons alike...”
“recognised as an amazing tanning - Matthew McCullough, Managing Director of Bliss Ireland
competition; we see this as offering the salons a variety of great products under one roof. We felt that whitetobrown was the best all round product that both salons and the public would love. We have certainly made the right choice as the salons, the end user and Bliss Ireland are all delighted with the product!”
Initially, two versions of the whitetobrown spray solution were available - 8.5% and 10% - and more recently 12.5% has also been added to the range. However, 10% still stands as the number one seller. In total, 18 products are now available in the whitetobrown range.
Initially, quite a few salons instantly recognised that the product was good and from day one it was their tan of choice. “One particular salon that springs to mind is Chic Beauty Salon in Carryduff. To this day, it’s still their number one tan!” says Matthew.
The end result is a flawless tan, but, as with everything, whitetobrown did fall upon stumbling blocks along the development stage. Matthew says: “There were numerous times through the development that things did not go according to plan. One such occasion was getting the DHA balance correct. When a friend, who had previously been testing a lighter version of the product, volunteered to try the darkest product it resulted in her staying indoors for five days until the colour lightened up. Needless to say, the product never resurfaced!”
2007 - whitetobrown’s first advert appears in Irish Beauty magazine
2009 - Bliss Ireland moved whitetobrown to their new home - an 8000sq ft custom built office, warehouse, cash & carry, showroom and training academy that therapists love!
Standing out from the
crowd With many tanning products on the market, all promising similar results, it can be a hard task for brands to get their name and products out their and make them stand out from other sunless tanning products on the market. So how have whitetobrown gone that extra mile to make their brand ‘the one’?
Whitetobrown believe that their continued support to salon owners, together with the brand’s performance, perfect colour, choice of shade, perfect fade, and competitive price structure keep their customers returning while returning fantastic profits for the salon.
“Our salon support, service and education programme, along with the consistency of the brand’s performance, have gone a long way to help our salon partners,” says Matthew. “Customers continually come back and demand a whitetobrown tan time-after-time. We also have a unique training academy at our Head Office where everyone is professionally trained on how to apply the perfect tan.”
Customer service is also key to a successful brand: “Bliss Ireland has been delivering first class, quality customer service to all our salon partners now for the past nine years. Customer service is the number one priority at Bliss Ireland and the same goes for our newly launched sister company -
prosalondirect.com,” says Matthew.
For more information on whitetobrown telephone 01 664 1646, or visit
www.prosalondirect.com
2010 - Instant Liquid Retail Tan is launched, a Whitetobrown bestseller.
2011 - The website is finally launched after a while in the making!
2011 - New products are due to be launched this year, including a Wash Off Tan, Face and Body Tanning Wipes, and others in development. Watch this space!
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