.susanorlean remembers Ron Rice (1940-2022), the king of tan, who sold more than $4 billion worth of suntan lotion in the course of 38 years.
If it weren’t for Ron Rice , there might not be a Tiffany Trump. Confused? Let’s begin at the beginning: Rice grows up poor in the mountains of North Carolina. At some point, the family scrapes together enough money for a vacation in Florida. Rice sees the ocean, is smitten, and vows to return someday.
A curious side note: Ron Rice was not a tan man. Tall, strawberry blond, freckle-faced, he never bronzed; at most, his cheeks would redden and flush. But, in short order, he became the king of tan. In time, he had thirteen factories making Hawaiian Tropic, and he would sell more than four billion dollars’ worth of the lotion over the next thirty-eight years. Arguably, it was pretty good suntan lotion, but what really goosed sales was Rice’s instinct for guerrilla marketing.
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