brand awareness
This month, we discuss the journey behind MoroccanTan and how it made a name for itself in a heavily saturated market.
When it comes to tanning, the market can seem very crowded, with many of the bigger names controlling the industry. However, that didn’t phase Ellina Hayes, who launched MoroccanTan in 2011 and hasn’t looked back since.
Her success has spread globally, with products which were initially launched in Australia now available in countries across the world including the UK, Portugal, Germany, Finland, Sweden and France. But how did she overcome the hurdle of launching a new tanning product in a market already heaving with competition? Simple; with her unique love of the industry, her skill set and the support of a very passionate team.
MoroccanTan
Fact File • MoroccanTan launched in Australia in 2011.
• The brand initially launched a smaller product range including three spray solutions and a small range of complementary professional-only retail products.
• MoroccanTan was introduced to the UK market in February 2014 and is distributed by Sweet Squared.
• There are two levels of training available: a Beginners Course and a Conversion Course.
• Their best selling products are MoroccanOriginal 10% and MoroccanBronze 12%.
2011 - MoroccanTan launches in Australia with its Original Collection of spray solutions and retail products.
With a career spanning 17 years and comprehensive industry experience in salons, distribution and manufacturing, Ellina really is an all-rounder. Although her background is in Law and Commerce, she is as likely to be found in the salon or the laboratory with the Research and Development chemists, testing and innovating new products. When developing her tanning line, Ellina was passionate about combining the latest professional technology and skin care to create an ultimate product. On this basis, she created a range of professional tanning offerings infused with the nourishing ingredient of Argan Oil.
“MoroccanTan is the original Argan Oil infused tanning brand. All of our products are packed full of nourishing and moisturising ingredients including Argan and Rosehip Oils, Aloe Vera and vitamins E and C which provide a long lasting, natural looking tan that fades gradually without scaling and patching,” reveals Ellina Hayes, Director of MoroccanTan.
Initially there were only three spray solutions available to purchase, grouped in their Original Collection –MoroccanGold (8% DHA), MoroccanOriginal (10% DHA) and MoroccanBronze (12% DHA) – with the addition of a small range of complimentary professional-only retail products including their Instant Airbrush Spray, Instant Tanning Mousse, Instant Tanning Lotion and Glow 2- in-1 Extender and Gradual Tan.
Since then, the brand has seen an expansion in its range which is now split into two collections – the MoroccanTan Original Collection featuring their initial three products and the addition of MoroccanCoco and the MoroccanTan Exotic Collection.
2012 - The brand launches broadly at the Sydney International Beauty Expo and is introduced into New Zealand.
2013 - The Exotic Collection is unveiled, offering deeper, darker tones of tan.
“The MoroccanTan Exotic Collection consists of two professional solutions – an 11% and 14% DHA. [It’s] violet undertones compliment olive skins and neutralise unwanted colour tones present in the natural skin, creating a deep brown colour,” Ellina explains. These collections sit alongside a range of retail products which help to prepare, maintain and extend the life of the client’s tan.
Sometimes however you just can’t beat a classic and this seems to be the case here as well, as MoroccanTan reveal that their best sellers remain both the MoroccanOriginal 10% and MoroccanBronze 12% spray solutions from their original collection, because of the natural looking tans they produce which are suitable for most clientele.
“Our very first sales were to a handful of premium salons in Victoria, Australia, who still remain loyal customers four years later,” she adds.
introduced to the brand
Through their UK distributor, Sweet Squared, the brand offer two levels of training nationwide in the UK and ROI.
2013 - Moroccan Tan launches in the EU.
138 GUILD NEWS
Ellina Hayes
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