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brand awareness


Best known for its spray tan and pop-up tanning booth, SiennaXhas grown over the years to become awell known brand in the tanning industry and amongst celebrities. GuildNews takes a look at howthe brand began, howit has grown andwhere it plans to be in the future.


The journey of the Sienna X brand began in 2008 in the UK, however the parent company of Sienna X, The Spray Tan Cubicle Company, was first established in 2004, after the founder of Sienna X, NicolaMatthews, had set up a home spray tanning business.


It was during her time spray tanning that Nicola struck upon her ideas and branched out further.


“I saw a gap in the spray tanning market and had her first career defining moment,” says Nicola Matthews. “With the risk of overspray going onto floors and furniture and no equipment on the market to stop this, I had to get creative and utilise an old medical screen.


“While it was a short term solution, I knew that there had to be a more efficient option that would be lightweight and easily transferable.Watching my children play in the garden with a pop up tent, I had my light bulb moment and realised that the same design principle could be applied to a spray tan cubicle.”


Seizing the opportunity, Nicola found a company in Hong Kong to manufacture a prototype and borrowed money from friends, family and the bank to place her first order. The Spray Tan Cubicle Company was launched in 2004 and the pop up cubicles were originally sold to salons, mobile therapists, colleges and sunless tanning companies and distributors.


Sienna X Fact File


• The brand is now shipped to 25 countries.


• Millions of Sienna X products are sold per year.


• 400 different productsmake up the Sienna X brand.


• 430 different products have been launched by the brand since the very beginning.


“The pop up cubicle was my innovation filling a huge gap in the market for a cost effective overspray solution,” comments Nicola. “Customers started to ask what else the company sold as they were so happy with their purchase and training and equipment was added. Sienna X was born out of the desire to sell good quality beauty products, with 100%natural active ingredients, natural colour, no smell and amazing natural looking results that rivalled 10 days in the sun.”


The brand began in the UK and was officially launched in London at a beauty exhibition, however today the brand is sold as far out asAustralia andAmerica, as well as parts of Europe.


After the successful launch of the pop up cubicle, the Sienna X brand now boasts an impressive portfolio of self tanning products, including eight natural-looking spray tan solutions, equipment, retail


2004 -The first product, the pop up cubicle, is produced andThe Spray Tan Cubicle Company is formed by Nicola Matthews.The first advert and brochure is launched, as well as the website.Training is also introduced.


items and training, as well as marketing and promotional material to help salons promote their treatments and stock. Today, some of the brand’s best selling products include the spray tan solutions, self tan, tan extender, bronzing gel and body balm.


customer care


One of the areas of the business Sienna X really likes to focus on is their customers and the whole ethos of the brand is to make their customers’ day and their clients’ day. “Customer service is number one on our hit list,” says Nicola. “We feel that this is vital, without customers you have no business, so they are the most important part of the business.


“We really care about our customers’ success; we are a professional brand supporting professional therapists. People buy from knowledgeable, likeable experts, which is what our team aspire to be,” continues Nicola. Nicola has experience of being a


2005 -The company moves into bigger premises and SiennaSun is introduced as a range of retail products.The website is also revamped.


2006 -Again, bigger premises are sought to help with the growth of the company.


102 GUILD NEWS


NicolaMatthews


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