Aim With Clever Marketing and Quality Lotions
by Scott Eric Barrett
Freud, the father of psychoanalysis, used to concoct
bizarre symbolic meanings from people's dreams.
In Freud's world, a happy dream about flying through
the beautiful moonlit sky actually meant the dreamer
suffered from a social phobia, but Freud himself
even admitted that sometimes a cowboy is just a
a product line that features lotions such as Outlaw,
Texas Crude and Silver Strike, manufacturer Hoss
Sauce oozes with western appeal. At trade shows,
company CEO Dale "Hoss" Hansen and his
posse gallop through the doors wearing western
costumes complete with antique marshal badges.
Hansen himself often wears a large 10-gallon cowboy
hat. The image is so stitched into people's minds
that he often is referred to as "The Marshal
of Tan Town."
enjoy the whole cowboy association," Hansen
says. "It keeps things entertaining."
all the hype, many customers imagine the company
headquarters is nestled near a ranch in Houston
or Austin. However, Hoss Sauce is located in Portland,
lot of people think we're from Texas and that's
fine," Hansen says. "It works with our
whole image. I like to tell people that we just
went further west. It's been interesting over the
years--people have even tried to get us to move
for the roots of the company, a friend dared him
to try an indoor tanning booth back in the late
1980s. Surprisingly, he loved it. The more he got
into indoor tanning though, the more he came to
realize how inappropriate the products were--it
was almost as if the manufacturers expected indoor
tanners to use outdoor products. Since the processes
actually are different, he felt most of the products
dried indoor tanners' skin out and failed to make
it feel moist and soft.
you put a lotion on you expect it to do something,
especially when you are tanning," he says.
on his marketing background--and a couple of buddies
who happened to be chemists--Hansen set out to
make a super-hydrating L-tyrosine-based lotion
for indoor tanners. The manufacturing process intrigued
him--then and now--from the standpoint of all the
developments that keep coming up in skincare.
the old products have moisturization in them but
researchers continually are finding out what vitamins,
botanicals and other good things will help the
skin and aid in minimizing fine lines and wrinkles,"
opening shop in 1991, Hoss Sauce has grown from
its initial three products--Dark, Super Dark and
Ultra Dark--to 23 unique lotions. Besides top sellers
Ultra Dark and Outlaw 6XXX, the line also features
Scorch, Firestar, Stinger and several other formulas.
The company also sells shirts, jackets, caps and
posters through its Web site, www.hosssauce.com.
With 10 years under his belt buckle, Hansen says
the company's goal these days is mainly to get
people to try its products.
people try one of our lotions, they will be back," he
"Every year we've seen a growth so we are very
fortunate and have a lot of confidence in our products."
the company's inception, the tanning industry has
grown itself, both in size and knowledge. Hansen
says knowledge is a big issue. He believes tanners
would be even more into tanning if they had more
knowledge of what tanning does and what the products
can and will do if they are used properly.
manufacturer tries to get the information out to
the salons but the salon owner has to hire people
to help run the salon and many times they don't
get the benefit of the training," he says.
"So a tanner walks into certain salons and leaves
clueless as to how or why products work."
for the future? Hansen forecasts a chilly breeze
in the upcoming year.
are coming out with a new cooling lotion for next
he says. "I have tested it and I think it is
super and people are going to love it. It's way advanced
from what tanners are used to."
was right. Sometimes a tree is just a tree, and
sometimes a cowboy is just a cowboy--even one in
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