Branding Mary-Kate and Ashley

Journal Record, The (Oklahoma City), Jun 14, 2002

NEW YORK (AP) -- Already one of most powerful brands for "tweens," Mary-Kate and Ashley are all about growing older -- and bigger. The twin girls turned 16 on Thursday in a year that is expected to see their merchandising and entertainment empire gross $1 billion in sales.

Since making their TV debut as infants on ABC's sitcom Full House in the late 1980s, Mary-Kate and Ashley Olsen have transformed themselves into a huge name for the 8-to-12 age group. Videos and games, dolls, books, clothing, accessories and cosmetics are all sold through their Dualstar Entertainment Group. In July, they will be coming out with a line of teen apparel at Wal-Mart, which already has an arrangement -- exclusive, for now -- to sell fashion products such as tween and toddler clothing as well as accessories under the brand. Mary Kate and Ashley also envision adding women's, infant's and boy's clothing, as well as expanding overseas to such markets as France, Germany, Mexico and Japan. Right now, their goods are selling in Canada and Great Britain through Wal-Mart's affiliates.

The twins, who reportedly each have a net worth of at least $150 million, are also hoping to resurrect their now-defunct magazine with a new financial backer by mid-2003.

"It is really an infant brand," said Robert Thorne, the chief executive who created Dualstar in 1993 and is the brains behind the Olsens' teen queen status. Thorne envisions a global family brand, with 50 percent of its sales coming from outside of the United States and Canada by 2005. Those two countries now account for about 85 percent of sales.

The twins are also working on developing their movie careers. In January, they signed a deal with Warner Bros. to star in an unnamed big-budget feature film, to be released as early as 2003. Thorne even sees the twins becoming pop-star singers.

At the same time, the Olsens admit there are limits to their exposure. "We don't want to be too much in their faces. We don't want people to get sick of us," Mary-Kate said in a recent phone interview.

Merchanding experts praise the twins' brand power among their young fans, but believe they may face some challenges in reaching an older crowd, including late teens, as well as males. Constant reruns of Full House and their television movies could hurt efforts to create a more mature image -- and do boys really want to buy Mary- Kate and Ashley clothes?

Responded Thorne: "If Donna Karan can consult to men, then Mary- Kate and Ashley Olsen can consult to men."

Sunny side up?

HOUSTON (NYT) -- Patti Payne returns from her lunch break twice a week looking like she just visited a tropical island. Instead, the Houston land analyst for El Paso Energy spent 45 seconds in front of a new self-tanning shower that is turning folks bronze across the country.

There are two versions of these self-tanners -- one is called "Mystic Tan," and the other is "Mist-On Tan." Both work like a car wash and follow this order: Strip naked. Step in the booth. Push a button to release a bronzing spray. Turn around for another hit. Step out. Towel off excess mist. "Voila" -- put on something white to show off your tan.

"It takes me longer to put my pantyhose back on," Payne said of her Mystic Tan sessions.

Technology for both Mystic Tan and Mist-On Tan was developed in Dallas several years ago by biophysicist Tom Laughlin and has gradually become available across the country. Fans celebrate the spray-on method as the long-awaited safe alternative to a golden glow. There's none of the health risks of sunbathing or tanning beds, or the mess and varying results of self-tanning lotions and gels. And there's no chance of getting burned as happened recently to Baltimore Orioles left fielder Marty Cordova when he fell asleep in a tanning bed.

At last, the triumph of fake.

Mystic Tan is made of a water-soluble dye, aloe vera and, most importantly, DHA or dihydroxyacetone, the active ingredient in all self-tanning lotions. DHA is derived from sugar cane and reacts with the amino acids in the upper layers of the skin to produce a golden brown color. The spray-on tan darkens two to three hours after application, peaks within 24 hours and lasts four to five days. That's usually long enough to make an impression at a prom, wedding or other special occasion.

The national average cost of a session in a Mystic Tan booth is $18 to $25.

The sunless-tanning industry shows no sign of waning. An estimated 30 million Americans visit a tanning salon at least once a year. "For some reason, it makes you feel better," says Payne about her faux tan. "Subconsciously, you think you're out doing something fun."

Does anybody really know what time it is?

NEW YORK (AP) -- Today is the 165th day of 2002. There are 200 days left in the year. This is Flag Day. Here are some business and legal highlights from this date in history:

In 1775, the U.S. Army was founded.

In 1777, 225 years ago, the Continental Congress in Philadelphia adopted the Stars and Stripes as the national flag.

In 1841, the first Canadian parliament opened in Kingston.