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BRAND BOOK
HELLO... I’m Nicky Matthews, the founder of Sienna X. It all started when I set out to find a cost-effective solution to where I could spray tan clients. After watching my children play in their pop-up tent one day, I had a light bulb moment and came up with the infamous (now patented) mobile spray tan booth… all whilst pregnant with baby number 3! I originally thought it would be a short-term business opportunity, but that quickly changed when several customers called us to ask what else we sold. 18+ years later and thanks to an incredible team, an exceptional training academy, award winning formulas and loyal customers, we have grown from 0-36% market share in the professional market, and helped over 25,000 therapists start a career in the tanning industry. Our professional customers have earned well over £200 million to date using Sienna X. We have since added skincare, brows and luxury wax to our offering, have ventured into the retail market and are now looking to spread our wings overseas. Interested? Let’s chat x
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HELLO
4
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BRAND BOOK
SINCE 2OO4... We’ve helped
>25,000 >11m
Between them, they have given
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SINCE 2004...
therapists get started in spray tanning.
spray tans.
All those spray tans have earnt therapists
>£200m
revenue.
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BRAND BOOK
BUSINESS MODEL Direct to consumer: Through Sienna X Website, Amazon, Superdrug and online e-tailers Direct to Professional: Through Sienna X, 700+ UK and EU trade stores and websites
Across UK: France, Belgium, Netherlands, Spain, Germany, Poland, Lithuania and Switzerland
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BUSINESS MODEL
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BRAND BOOK
SOCIAL MEDIA 56,000+ 53,000+ 900+ 13,000+
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SOCIAL MEDIA
BEST ZEST IS
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BRAND BOOK
TARGET AUDIENCE Sienna X appeals to a certain type of woman. She knows what she wants from life and has the energy and passion to go out and get it. This energy and zest doesn’t just belong to the realm of youth. It spans a wealth of ages. It’s starts with a young woman climbing the career ladder seeking out a brand partner to support her demanding & sociable lifestyle with great products she can use on her skin on her frequent trips abroad. Through to a busy mum with young children who wants a brand by her side that she can trust and rely on to give her exactly what she needs, This includes her mum too – because with age, beauty just keeps on giving. Today’s woman is ageless, savvy, progressive and open-minded. Once she finds a brand partner that she trusts and knows will make her radiate the very best of herself, she sticks with them for life and tells all of her friends about them too.
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TARGET AUDIENCE
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BRAND BOOK
SIENNA X BELIEVES...
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1.
Every body is beautiful
2.
Every one deserves to be the best version of themselves
3.
Skincare must be created with a conscience
4.
Skincare education leads to an enriched level of selfcare
5.
We must democratise professional beauty secrets
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SIENNA X BELIEVES...
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BRAND BOOK
CORE VALUES SOUL
BODY
SPIRITED Sienna is a woman with a zest for life, a youthful spirit that permeates every aspect of her life - regardless of age. She’s loves living life in her own empowered and unique way. She grabs life by the hands and makes the most of every second. A spirited matriarch of skincare.
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CORE VALUES
CARING Sienna genuinely wants women to look and feel at their best – so does everything within her power to make that happen in the most natural way possible. This is woven into the very fabric of her being. From the true efficacy of her products, to ensuring she remains ethical and doing the right thing.
MIND
SPECIALISTS Sienna is rooted in pro expertise. She is the thought leader, a master of skincare, a patient teacher, the go-to woman, the pro with the inside track that translates into products that really work.
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BRAND BOOK
RETAIL TAN Sienna X has built up a leading brand position within UK professional salons over the last 18+ years. Many salon clients rely on the Sienna X brand for their self tanning solution. They share the brand via word of mouth and feel comfortable purchasing the brand at retail when they don’t have time/additional funds for a salon visit.
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RETAIL TAN
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BRAND BOOK
RETAIL DISTRIBUTION (460 stores)
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CONSUMER RETAIL DISTRIBUTORS
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BRAND BOOK
TWO MAIN CATEGORIES Our ranges can be stocked stand alone or choose as many as you are able to support.
SELF TAN
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OUR CATEGORIES
SKINCARE
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BRAND BOOK
MEET THE RANGE
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•
GRADUAL Untinted Self Tan Lotion
•
GRADUAL Untinted Self Tan Rose Water
•
SELF TAN Tinted Self Tan Lotion
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SELF TAN Tinted Self Tan Mousse
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SELF TAN Tinted Self Tan Mist
•
SELF TAN Gradual Tanning Drops
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EXPRESS Q10 Tinted Self Tan Mousse
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ULTRA DARK Q10 Tinted Self Tan Lotion
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ULTRA DARK Tinted Self Tan Mousse
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CLEAR Self Tan Water Mousse - Gradual
•
CLEAR Self Tan Water Mousse - Self Tan
•
CLEAR Self Tan Water Mousse - Ultra Dark
•
APPLY Luxury Self Tan Mitt
•
PERFECT Self Tan Primer
•
ERASER Self Tan Remover
•
SKIN FINISH Illuminating Mist
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MEET THE RANGE
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BRAND BOOK
AWARDS AND PRESS How to feel better on the beach TANNING EXPERT, CARLY HOBBS: “A tan is a guaranteed way to make you
“Full marks for texture, packaging design and instructions” - Good Housekeeping
“This beauty works in just 60 minutes and leaves skin feeling moisturised” - Elle
feel confident without any clothes on as it blurs imperfections and wobbly bits.”
Why ‘tantouring’ is the new tanning trick you need to know about EXPERT RECOMMENDS: Sienna X Contour Application Brush
“Lifelong tanner’s swear by Sienna X Perfect Tan Primer” - The Times
“Gives one of the most natural tans we’ve ever seen” - Marie Claire
“More than providing sun kissed colour, the formulas are kind to skin” - Top Santé
This new brush is dual-ended, making it perfect for sculpting cheekbones as well as smaller facial areas.
16 of the best fake tans for the perfect faux glow “These tan drops will give a natural sun kissed glow” - Who What Wear
TANNING EXPERT, CARLY HOBBS: ”The Sienna X Deep Self Tan Tinted Lotion is my go-to bronzing beauty because it gives an oh, you’ve been away’ kind of glow. There’s nothing fake about it.”
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AWARDS AND PRESS
Holly Fulton’s
Spring/Summer 2013 Collection
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BRAND BOOK
WHY SIENNA X TAN? •
Professional, founder led business
•
Strong brand and proven business of 18+ years
•
Pro level, honed formulas that give award winning results
•
Vegan friendly/cruelty free/natural actives
•
Natural looking/long lasting/streak-free results
•
Deluxe body size samples for purchase/trial/gifting
Priced from £5.95 - £24
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WHY SIENNA X TAN?
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BRAND BOOK
TAN RETAIL SUPPORT •
High resolution videos/images
•
Packaging in English, French, German, Spanish, Swedish and Italian
•
Paid social media, influencers, awards and in-house marketing team
•
Percentage spend promotional support
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TAN RETAIL SUPPORT
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BRAND BOOK
MEET THE RANGE •
The Day Cream
•
The Eye Cream
•
The Retinol Serum
•
The Miracle Mask
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The Facial Polish
•
The Facial Oil
•
The Toning Solution
•
The Cleansing Lotion
•
The Cleansing Balm
•
The Chemical Peel
•
The Clay Mask
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MEET THE RANGE
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BRAND BOOK
AWARDS AND PRESS “Tan brand Sienna X released their skincare in 2019 but this is the first product I’ve tried from the collection. The best-seller is a nourishing honeyinfused mask that you leave on for twenty minutes and then wipe off with a reusable cotton pad. But when I went to wipe it off, my skin had drunk it up and in its place was a hydrated, warm looking complexion. It’s safe to say my skin needed this!” Melanie Macleod, Get the Gloss
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AWARDS AND PRESS
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BRAND BOOK
WHY LAUNCH SKINCARE?
*** Source: Sienna X Survey ** Source: Independent Survey – Guild of Professional Beauty Therapists * Source: The Telegraph
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WHY LAUNCH SKINCARE?
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BRAND BOOK
A CAPSULE COLLECTION 11 HIGH PERFORMING, MULTI-USE PRODUCTS The Sienna X skincare collection, launched July 2019 and has been developed from extensive and proven testing, market research and a vision of therapists and consumers needing a more transparent, easy to shop skincare offering. So we created a capsule collection of 11 luxury products. • • •
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Time for you Honest Effective
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A CAPSULE COLLECTION
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BRAND BOOK
WHY SIENNA X SKINCARE? •
One range for all skin types
•
Easy to shop range
•
Natural formulas
•
Vegan friendly* and cruelty free *Except The Miracle Mask which contains Manuka Honey
•
Active ingredients that work
•
Sachet sample sizes (5 hero products)
•
Italian glass/airless packaging
Priced from £20 - £35
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WHY SIENNA X SKINCARE?
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BRAND BOOK
PROVEN RESULTS “I don’t tend to use oil on my face as I find oils to be quite greasy however the Sienna X facial oil feels nothing but hydrating. I put it on after cleansing, just before bed and wake up to beautifully smooth skin. “ Lily D, Beauty Therapist, Birmingham
I’ve only been tapping this around the orbital bone before bed for a few weeks and already I have less lines and less obvious excess baggage under the eyes. As a new mum surviving on two hours sleep max at a time, then this is my new wake up skincare secret and I am letting everyone in on it! Carly H, Make-up Artist, London
“The Cleansing Balm is AMAZING. Removes mascara so effortlessly and takes of all my make up in just one hit… not to mention its incredible fragrance and texture.” Bella S, Beauty Enthusiast, Cheltenham
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PROVEN RESULTS
BEFORE
AFTER
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BRAND BOOK
PROVEN RESULTS “I run my own beauty business and it’s important to me to source products that not only have an excellent reputation and branding but also products that are natural, cruelty free and suitable for a wide range of clients. Sienna x has done just that. Initially I tried the facial polish and chemical peel. I was extremely impressed. I set out to try out some different skin types; my friends and family! They all had fantastic results too! Now I’ve invested in the entire skin care range for my clients and they LOVE IT! I’ve created and adapted personalised facials for my clients age, skin type and their personal skin needs. Because the range is suitable for all skin types, I love that I can swap and change my own and my clients facial regime depending on what they need and the time of year it is. I adore the brand and trust it wholeheartedly. I hope that Sienna continue with their fantastic work and create even more lovely products in the range because it really is fantastic. The results I’ve had on myself and my clients prove that they work! I would love to see a mini bottle range like they have in the tanning range so I could retail some at home facial kits! Thank you Sienna x for creating an easy to use and understand facial
BEFORE
AFTER
line that suits us all individually. I love it!” Holyanna Moppett, Owner of Lilly’s Beauty Rooms
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PROVEN RESULTS
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BRAND BOOK
SKINCARE RETAIL SUPPORT
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•
High resolution videos/images
•
Packaging in English, French, German, Spanish, Swedish and Italian
•
Five hero samples (1ml/2ml)
•
Paid social media, influencers, awards and in-house marketing team
•
Percentage spend promotional support
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SKINCARE RETAIL SUPPORT
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BRAND BOOK
PROFESSIONAL TANNING We offer a wide range of tanning solutions and professional equipment along with accredited spray tan training for therapists. •
Tan solutions
•
Spray guns
•
The Original Patented Pop-up cubicles (0.01% returns rate)
•
Overspray booths
•
Extraction fans
•
Disposables
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PROFESSIONAL TANNING
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BRAND BOOK
PROFESSIONAL DISTRIBUTION We are sold in
>4,000 >41,000 >700
We are sold to
.
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salons across the UK.
... through
PROFESSIONAL TRADE DISTRIBUTORS
beauty professionals...
wholesale stores.
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BRAND BOOK
MEET THE RANGE •
Gold Film Wax
•
Peppermint Hot Wax
•
Honey Gold Warm Wax
•
Peppermint Creme Warm Wax
•
Peppermint Gelee Warm Wax
•
Pre Cleansing Gel
•
Pre & Post Soothing Oil
•
Post Cooling Creme
•
Peppermint Creme Wax Cartridges
•
Skin Guard 4 in 1
•
Equipment Cleaner
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MEET THE RANGE
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BRAND BOOK
WHY SIENNA X WAX? •
Easy to shop/stock/compact range
•
Low melting temperatures
•
Highest-grade raw materials
•
Non-sticky and non-stringy formulas
•
No residue
•
Creates a comfortable, less painful waxing experience
•
Cruelty free
•
Made with natural extracts
•
Highly profitable treatment
•
Suitable for even sensitive skin
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WHY SIENNA X WAX?
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BRAND BOOK
MEET THE RANGE •
Tint Cream Developer
•
Tint Stain Remover
•
Brow and Lash Tint (Blue/Black)
•
Brow and Lash Tint (Black)
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Brow and Lash Tint (Ash)
•
Brow and Lash Tint (Dark Brown)
•
Brow and Lash Tint (Light Brown)
•
Illuminator Duo
•
Sculpting Brow Pencil & Fixing Serum (Natural Black)
•
Sculpting Brow Pencil & Fixing Serum (Dark Brunette)
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Sculpting Brow Pencil & Fixing Serum (Warm Brunette)
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MEET THE RANGE
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BRAND BOOK
WHY SIENNA X BROWS?
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•
Easy to shop/stock/compact range
•
Fast-acting, high performance tints
•
Wide bespoke colour range can be achieved
•
Long lasting results
•
Natural looking
•
Highly profitable treatment
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WHY SIENNA X BROWS?
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BRAND BOOK
BEAUTY ACADEMY •
No previous beauty training required
•
Highest CPD points
•
Online/offline courses
•
Fun and friendly learning environment
•
Highly qualified trainers
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BEAUTY ACADEMY
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BRAND BOOK
WHO HAVE THERAPISTS TRAINED WITH? 2018
2018+
2015
2014
Sienna X
35.68%
31.94%
36.44%
28.57%
Brand B
12.21%
14.58%
13.56%
15.76%
Brand C
11.74%
13.89%
10.59%
9.85%
Brand D
7.51%
4.18+%
5.51%
4.93%
Source: Independent survey - Guild of Professional Therapists 2018 2019-22 Break in surveys due to Covid 19
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WHO HAVE THERAPISTS TRAINED WITH?
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BRAND BOOK
BRAND LOYALTY Share of accts
2018
2018+
2015
2014
Sienna X
35.68%
84%
78%
83%
79%
Brand B
12.21%
57%
42%
52%
53%
Brand C
11.74%
52%
55%
59%
45%
Source: Independent survey - Guild of Professional Therapists 2018 2019-22 Break in surveys due to Covid 19
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BRAND LOYALTY
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BRAND BOOK
BRAND THERAPISTS SWITCH TO Sienna X
1
28.6% 13.2%
2
3
Brand C
4
Brand B
11% Brand D
6.6%
Source: Independent survey - Guild of Professional Therapists 2018
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BRAND THERAPISTS SWITCH TO
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BRAND BOOK
THE TEAM Expert in-house
marketing & design
Friendly and knowledgeable
onsite
contact centre stock and warehouse.
Fantastic operations team maintaining
World wide
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THE TEAM
team.
0.01%
returns on parcels.
parcel/pallet/container
despatch capability.
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BRAND BOOK
AMBITION
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AMBITION
To grow retail and professional distributors internationally.
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Unit B, Salwarpe Business Park, Salwarpe Rd, Droitwich WR9 9BN 0333 600 1200 | +44 (0) 1905 727070 info@sienna-x.co.uk | www.sienna-x.co.uk @siennaxofficial