BTB Marketer Seeks Catalog Success for Shower In A Bottle

Share this content:
America's Best Choice, a business-to-business marketer of health and beauty products, is taking a new anti-microbial spray to tanning salons nationwide through catalog sales.

The company expects the product, Shower In A Bottle, to gain exposure to about half of the nation's 26,000 tanning salons through the catalogs of its 15 distributors. The product, developed and produced by First Scientific Inc., Ogden, UT, sells wholesale for $7.99 a bottle.

America's Best Choice, Destin, FL, expects to sell at least 100,000 bottles by the end of the year and has set a goal of 1 million bottles per year by the end of 2002, said Ray Espey, chief financial officer at America's Best Choice.

Distributors so far have ordered about 20,000 bottles. With the tanning season beginning in March, distributors will send product catalogs to salons across the nation and sales should begin to pick up, Espey said. American Sun Systems, Greensboro, NC, and Four Seasons, Paris, TN, are among the distributors that have agreed to carry the product in their catalogs.

The company also is sending free samples to tanning salons to conduct an informal consumer survey. Salons that receive samples are asked to try them out on their customers, then ask customers whether they would be willing to buy the product. The survey has the double effect of testing the product with consumers and convincing salons that the product is marketable, Espey said.

Randy Hales, CEO of First Scientific, said the company wanted to get the product to market quickly and avoid the cost of developing its own brand for Shower In A Bottle. Thus it decided to allow the product to be marketed under the better-known label of America's Best Choice, which has been marketing to the tanning industry since 1992.

America's Best Choice will attempt to expand the target market of Shower In A Bottle to include fitness centers, Espey said. The company is testing sales of the product through Curves For Women, Waco, TX, a fitness chain with more than 500 locations nationwide.

America's Best Choice also has dropped 120 direct mail packages to distributors of products for fitness centers. If the initial tests are successful, the company will begin marketing more aggressively to this segment, Espey said.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above