Negative associations with reality tv stars and unpredictable results have limited the market scope of fake tans, but new innovations in texture, scent and finish are attracting new fans.
Self-tanners have historically been something of a hard sell. Jacqueline Burchell, global marketing and product development director at St Tropez Tan, says that the expression ‘fake tan’ is banned in its offices, ostensibly because it undermines the luxury air it is trying to cultivate.One way that brands can make their tanning offerings palatable is by using the language, ingredients and textures from the world of skincare.
Consumers are well versed in skincare, and therefore will see the tanning product as an extension of their routine, rather than as something additional, like the St Tropez Self Tan Sheet Mask. Brands are fusing the line between make-up and tanning with smoothing body bronzers such as Vita Liberata Body Blur and tinted body sprays like Alleven.
In a culture that favours convenience, beauty brands are also exploring a number of innovations that will help make tanning products easier to apply. Tan-Luxe and Isle of Paradise were first to market with their tanning waters, which have a lightweight, spray-on texture, as well their innovative Tanning Oil that offers full hydration and full colour, unlike gradual tanning lotions that hydrate but build a tan more slowly.
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