IN THE SADDLE
Success a Great Ride for Hoss Sauce by John P. Ribner
The quality and success
of Hoss Sauce products proves that Dale Hansen wasn't
horsin' around when he set out to make tanning lotions.
Hoss has become a recognized figure at tanning events,
wearing his trademark Western garb that doubles as
a marketing concept
for Hoss Sauce.
PP Who would have reckoned that
the Old West and indoor tanning lotions would have ever met
up? For Dale Hansen, it was his love of all things Western,
and a need for a lotion that delivers super-moisturization,
that inspired him to create the Hoss Sauce line in 1991.
Ever since then, the company has been giving salon professionals
a square deal by offering a quality tanning lotion
at a reasonable price. Now, his company is sitting high
in the saddle.
It Started With a Tan
wasn't horsin' around when he said he wanted to make
his own tanning lotion.
There were sunbeds at the gym where I worked out,
but I never bothered to give tanning a try back then, he
admitted. My friends all tanned, and they kept pressuring
me to try it, so moisturization would be the way to go. After
two years of intense research and development, Hansen had
a lotion formula he was willing to
hang his hat on.
Hansen decided to go into the lotion business in 1991,
he went all the way. Each bottle of Hoss Sauce is made
at the company's 26,000 square-foot facility, of which
20,000 square feet is the company's manufacturing plant.
Hoss Sauce to make its lotions under Hansen's strict
sterilization and quality control standards he believes
wouldn't be met if his products were made elsewhere. We
figure the only way to be sure that the job is done right
is to do it ourselves, he commented.
Tanning Lotion, Western
Sauce is certainly a unique name, by tanning lotion name
is, the company is named after Hansen, sort of.
He's had the nickname
Hoss for many years, after the famous character
on TV's Western series, Bonanza. I'm
a big guy, like the man who played Hoss on the show. And
I have a black cowboy hat similar to the white one
Hansen said. One day, a friend of mine started
calling me Hoss, and it stuck, no matter how hard
I tried to get away from it.
Modern 30,000 square-foot facility serves
as the Oregon-Based lotion company's
manufacturing plant and warehouse.
later, when Hansen and a team of chemists were
working with his lotions, he decided to embrace
the nickname he had tried so hard to lose.
One of the chemists said I should call the lotion Hoss
Sauce, Hansen recalled. He
was joking, but I liked the idea. It's catchy, so that's
what I decided to call it. Looking
back on it all, Hansen
says he's glad his friend nick named him Hoss so many
has always had a love for country music and
the Old West, and these passions influenced
his early product marketing approach. Hoss
Sauce Lotions debuted
at the 1992 Looking Fit Chicago tradeshow,
and Hansen and his staff wore western attire,
he was the "Marshal,"
dressed in a long black coat, known as a "duster," a
10-gallon hat and other Western accouterments. It
all went back to something Hansen learned a long time
ago, make a unique impression and people will remember
you. This approach drew a lot of looks at the show, and
forever cemented the company's name in the indoor tanning
industry. "We are who we are, and it seems to work
for us, so I don't see any reason to change,"
love for the Old West doesn't just color his professional
life, it has a profound effect on what he enjoys in his
spare time, riding horses,
"I work a lot, so riding horses is a good way for
me to enjoy the out doors and really unwind," he
commented. "I also like driving hot rods, which
has also become a bit of an escape for me." Currently,
Hansen has a 2001 Ford Lightning pickup truck, a 1996
Impala SS Lowrider, and a 1965 Ford Mustang that he likes
to tinker with. "I used to enjoy riding Harley-Davidson
motorcycles, but I sold my bike because I spend too much
time at work didn't have time to ride it," he added.
is a bit of a family man, too. He's been married to wife
Barbara, for 11 years, and his son Daniel works with him
at Hoss Sauce. "He's learning every aspect of the
business, from sales to production to Web design, and he's
doing a good job," he added.
Hansen isn't planning on riding off into the sunset anytime
soon. He loves being a part of the indoor tanning industry,
and plans to keep Hoss Sauce in it's future. One of his
goals is to continue communication between Hoss Sauce and
tanning salon operators. "Our co-op advertising program
is very uncomplicated," he commented. All salon owners
have to do is call us; we'll help them design their ads
to help them get their point across and pay for a portion
also want to hear any ideas and feedback that salon professionals
have, because they represent the heart of this industry." Hansen
says that all one has to do is give Hoss Sauce a call.
P. Ribner is the Head Writer for Island Sun Times Magazine
An Indoor-Tanning Trade Magazine With A National Circulation