Tanning -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Helping bring a small ray of exotic sunshine to the grey skies of the UK, Ireland and beyond, the success of the Vita Liberata range of luxury tanning and skin care products continues to gain momentum. We take a look back at the company’s early beginnings and the exciting times that lie ahead…
The rise in popularity of self-tanning over the last decade has ensured that for many men and women these products have become a firm fixture within their daily beauty regimes. With so much competition in this sector, Alyson Hogg, founder of Vita Liberata, identified that in order to succeed in the self-tanning business, adopting a fresh approach was essential.
From the company’s inception, and in order to produce a great product, Alyson decided to focus on the customer - what were their concerns and issues when it
TheVitaLiberata
FactFile • The first Vita Liberata tanning products were launched in 2008.
• The brand is currently available in 22 countries worldwide with distributors across Europe and the USA.
• There are 24 retail products and nine spray tan products.
• The first press advertisement Vita Liberata placed was in Irish Beauty magazine.
• The brand has gained a celebrity following and was selected as the backstage tanning provider for The X Factor.
2007 Vita Liberata’s website is launched.
came to tanning products? “The majority of tanning solutions on the market were not without their downfalls. Often the formulas smelt bad, left streaks, dried out the skin and left users looking orange!” explains Alyson.
She continues: “We wanted to address these issues once and for all, changing the public’s expectations and presumptions towards self-tanning. We wanted to create a tanning experience that was actually pleasant, and for once give natural looking results that were kind to the skin.”
As a beauty fan herself, Alyson recognised the importance of providing customers with a product that actually delivered on what it initially promised and worked closely with her chemist in order for this to be achieved as she details: “I ultimately believe there were two essential elements involved in achieving this: revolutionary skin chemistry, and a woman’s touch! It took the combination of a great chemist and someone who uses and cares passionately about the end product.
“Coming from a country where people can be very pale indeed and where skies can be dramatic but rather grey, I wanted our products to remind people of that holiday feeling; glowing healthy skin, blue skies and sunshine. With Vita Liberata, those feelings are not interrupted by nasty smells, sticky skin
2008 First tanning products are distributed in UK and Ireland.
and streaky results. It’s literally what Vita Liberata stands for – free life!”
Early beginnings
With Alyson’s determination and customer ethos at the very forefront, Vita Liberata launched in the UK and Ireland in 2008 with Boots stocking their Rich tinted self-tan lotion, which to this day remains one of the company best- sellers, and salons across Ireland selling the Deep un-tinted self-tan lotion for face and body. Both proved to be a success.
In the last few years the company has continued to expand in both size and also with their range of products on offer. Now found in 22 countries worldwide with distributors across Europe and the USA, the brand has secured retail deals with major chains such as Sephora, Boots and Debenhams alongside other stores and salons.
Today the range includes luxury self-tan products, skin care products and
2009 Company secures its first European distributor.
2010 The brand is now sold and available in UK salons.
66
Alyson Hogg
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84