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Tanning -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .


Celebrating its 50th year this year, Bronz’Express is still as popular as it was the day it was launched. We look at the beginning of the brand, the man behind the tan, and find out how it made it into the Irish beauty industry.


In France in 1961, tanning was becoming a big thing! Most people were spending time in the sun trying to build up a new sought-after tan that had been spotted amongst celebrities and models. But self- tanning products were few and far between at that time - a sun tan had just been ‘discovered’, so to speak - self-tanning products were slow at being developed, until Acadèmie Bronz’Express was launched.


Bronz’Express


Fact File • Bronz’Express is shipped to 25 countries worldwide.


• One bottle of Bronz’Express product is sold every minute all over the world.


• Since Bronz’Express started back in 1961, roughly 15 million bottles of Bronz’Express lotion have been sold.


• Six products make up the Bronz’Express product portfolio.


• The product range began with the Bronz’Express Lotion and now also offers Face Tinted Self- Tanning Gel, Face Tinted Self- Tanning Cream, Body Tinted Self-Tanning Milk, Tinted Self- Tanning Foam for legs, Face Moisturising Cream Natural Gradual Tanner, and Body Moisturising Lotion Natural Gradual Tanner.


Today, making its way around the world and to Ireland, Bronz’Express is one of our country’s best selling tans. Every product is tinted for ease of application and is now available to apply via spray in the salon in three different shades, as well as in a range of retail products.


Making a name


for itself... Gérard Gay originally founded the Bronz’Express brand when another tanning product and clients’ struggles with it sparked an idea. “At the time Max Factor had developed a colourless self-tanning product. Being tanned was a new fashion. Gérard Gay had the brilliant and innovative idea to create a unique tinted self-tanning lotion - the first one ever launched in the world,” says Christophe Therme, owner of Bronz’Express in France. And from that Bronz’Express was born in France in 1961.


The first product in the Bronz’Express range to be sold was the Tinted Self- Tanning Lotion. This was followed by the gel, the cream, the milk and the foam. These were sold to beauty salons and perfumeries.


In the beginning it was a big hit, just as it is today. “The Lido dancers from Paris were using Bronz’Express to be trendy and look more attractive,” says Christophe.


The brand then spread worldwide and in 1992 it was brought to Ireland by Mr. Dolan of French


1961 - Gérard Gay develops and launches the first Bronz’Express product in France - the original lotion.


Cosmetics, the exclusive distributor in the Irish market. In 1995, Oonagh Clarke joined the company and moved the distribution of the product towards beauty salons. Then in 2000, Oonagh bought over the company from Mr. Dolan and she continued to expand the brand into pharmacies and beauty salons.


Today, Bronz’Express is still making a name for itself and was featured on the popular Celebrity Salon TV show last year and will be involved in the show again this year. Awards are also aplenty: “[Bronz’Express] has won numerous awards including Image magazine best tan for Irish skin, Social and Personal best tan, Irish Star best tan, and Evening Herald overall best tan for face and body,” says Oonagh Clarke.


Keeping ahead


Tanning products have become a popular business venture these days, with many tanning companies battling for the number one spot. However, to remain a popular brand, Bronz’Express must be doing something right!


1992 - Bronz’Express launches worldwide and Mr Dolan of French Cosmetics begins distributing the brand in Ireland.


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1995 - Oonagh Clarke joins French Cosmetics and moves the distribution of Bronz’Express towards beauty salons in Ireland.


2000 - Oonagh Clarke takes over French Cosmetics from Mr Dolan and continues to expand the range into pharmacies and beauty salons in Ireland.


Mr Gérard Gay, founder of Bronz’Express


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