When it comes to the tanning industry, only a few folks have left a mark like this gentleman has. Over five decades, Rick worked diligently to become an industry leader, supplying products that thousands of salon operators have invested in and enjoyed quite a return for their money. I’ve known Rick for four of those decades – I’ve spent time with him at trade events, worked with him in the Indoor Tanning Association, had dinners with him and visited him at his headquarters. Yes, I know Rick pretty well.
JS: Rick, I know how you got your start in the tanning industry, but many of our readers may not. Give us a quick look back.
RN: Joe, as you know, my mother once had a company that manufactured lingerie; specifically, bras. As a way to combat the chaffing that many women experience from wearing a bra, I developed a moisturizer in 1977 called (believe it or not) Bosom Lotion. I’ve always been fond of healthy and natural products, and that lotion was developed around that concept. My first wife brought some to a salon where she was tanning and the owner asked if she could start selling it. Shortly after that, Body Drench was born.
JS: I remember Body Drench moisturizer, as I’m sure many salon owners do. I also remember that you gave some to my wife at a trade show back in the late 80s. She loved it!
RN: Yes, it was a key to our early success. I felt strongly that once people tried it, they’d absolutely want to buy more. And they did! I also credit some of our early distributors like Ronnie and Johnny Allen of Four Seasons, who sold a tremendous amount of our product. A couple of the majors like Banana Boat and Hawaiian Tropic were trying to get into our industry back then, but didn’t realize the importance of using ingredients that didn’t harm a sunbed acrylic shield. We did – and those companies never really made inroads in indoor tanning. We went so far as to test our solutions in the labs at Tennessee Tech to make sure that our products were always of the highest quality. And, we launched a key tag line for marketing Body Drench: “Healthy Skin Tans Best.”
JS: In 1996, you sold that company and started Norvell a few years later. Did you consider leaving the industry when you sold Body Drench?
RN: I’d been running quite hard for a long time to develop, market and sell Body Drench and really wanted a break. But, I didn’t feel as though I was done.
JS: So, in 2000, you launched Norvell Skin Solutions, which as we know, has had quite a run. It might be a bit cliché, Rick, but tell me what drives Norvell – in one word.
RN: Ha! I can’t do it! But the word “respect” is certainly one of them. “Adding value” and “building relationships” are also key. I’ve tried to live by the Golden Rule and feel it’s important to give back. This industry has been very good to me – I really have lived the American Dream. A big part of that dream was having my wife Stacie and great family members like my brother Greg and his wife Lynn playing key roles in our success.
JS: So what’s next?
RN: Well of course, I’ll want to take a break and enjoy some time with my wife, Stacie. But you know me – I always find it hard to sit still. JS: Thanks for sitting still long enough to do this interview! All the best to you, my friend!
A 26-year industry veteran, Joe has taught certified salon operator training for the last 15 years, as well as advocating indoor tanning in many capacities. Joe is a sought-after speaker and presenter at both national & regional trade events, also interacting with the FDA, state & local regulatory agencies. During his most recent tenure with the ITA, he served as director of membership.
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