WANTED HOSS SAUCE
Unique Product Line, A Unique Approach
by Rhonda Glover
in the northwestern city of Portland, in the mid-`80s
our story begins. A man by the name of Dale Hansen
was waiting to lasso the tanning world with his
new plan. He'd frequented tanning salons one after
the other, but never was pleased with the lotions
to manufacture and market a product that would
be effective and appealing to the diverse tanning
population, he launched Hoss Sauce--and has been
the Marshal of Tan Town ever since.
It was Hansen's disappointment with the caliber of
products on the indoor tanning market in the '80s
that prompted him to round up a pair of chemist buddies
and look into launching a lotion brand of their own.
After more than one year of organizing, testing and
tanning, Hansen and his cohorts (one of whom is still
on the Hoss Sauce roster) had a product they felt
confident would benefit salon owners and patrons
objective is to help people develop a good tan
using ingredients that are skin-healthy, rehydrating
and moisturizing," says CEO Hansen, who's
known by his staff and much of the tanning world
as "The Marshal." "Today's tanner
is more aware of skin damage, free-radical damage
and early aging, so our line is all about skincare--and
this motto that has helped Hansen create a line
of 22 products that are effective under a tanning
lamp or under the sun. The Hoss Sauce collection
includes tingle and non-tingle products, all-over
moisturizers, SPFs and sunless lotions, many of
which bear clever, Hoss-style names.
try to cover all the bases with our line, which
is totally necessary in this industry," says
Hansen, whose products include a hot ultimate tanner
called Rangefire®, an intense tanner called
Texas Heat® and an explosive-strength lotion
"If people start believing in a product line,
be it ours or anyone else's, the lotion company has
to offer the whole gamut of products--outdoor tanners,
indoor tanners and sunless tanners."
According to Hansen, one of Hoss Sauce's premier
products, Ultra Dark®, is the company's leading
seller by volume. Formulated as a "facial-strength
lotion for the whole body," Ultra Dark helps
tanners reach a beautiful dark tan while keeping
their skin soft, smooth and moisturized.
Dark came out our first year and has been on top
says Hansen, whose product line entered the market
in 1991 and has been growing every year since. "It's
by far our most popular product--and I think that's
because the price-point's right, it smells good,
it feels good and it does a good job. It was designed
to be very intense, but it's not a tingle product."
fact, only four products in Hoss Sauce's line fall
into the tingle category: Outlaw®, Outlaw 5X®,
Outlaw 6X® and Texas Crude®. But Hansen
is quick to point out that, even though they tingle,
these intense products are still very much designed
with skincare in mind.
products that use a strong tingle notoriously don't
focus on skincare the way we do because the manufacturers
primarily are striving for the tingle," says
Hansen, whose company manufactures all its products
in its 28,000-square-foot Portland location. "We
tried to offer a tingle line that still focused
on skin health and moisturization and it has done
very well. Outlaw 6X, which we launched late last
year, has been our leading seller this year."
With an extensive line of products and a devotion
to the industry it serves, Hoss Sauce spends a good
deal of time and energy assuring that its salon owner
clients get the education and assistance they need
to market lotions--and increase revenue.
try to get plenty of information to each salon
owner who requests our help," he says. "When
they place an order with one of our distributors
but need more information, our Web site is available
and we are only a toll-free call away. We want
an additional effort to assist the salon owner
in marketing their location (and his lotions),
Hansen also devised a co-op advertising program.
This program assists salon owners in advertising
on a local level and many of his clients appreciate
and take advantage of this unique offer.
speaking of help--Hansen is proud to say his Hoss
Sauce posse is available to help with advice and
information, regardless of whether the questions
are coming from a current client, a possible client
or simply an owner with a query.
want people to feel comfortable calling in with
questions, even if they aren't buying anything," says
Hansen. "We don't care if they're a client;
we'll talk to them, give them advice. We're glad
to do it.
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