A healthy tan typically meant a few weeks sunning yourself in warmer climes, nowadays, achieving a golden glow is simply not enough, as consumers are looking to their favourite reality TV stars, and choosing darker shades of orange as their favourite selftan colour.
Reports are suggesting that it is the really deep shades of fake tan that are selling well, in fact, they are outselling lighter shades by three to one, and it is younger women who are snapping up the orange hues, in an attempt to emulate their celebrity icons. TV stars such as Amy Childs, Kim Kardashian, and now even Cheryl Cole, have made the tangoed look ever popular, and if you want to stand out from the crowd, an orange glow is definitely the way to go.
First seen in programmes back in the 90’s such as Footballers Wives, then seen on WAGS across the UK, the orange hue really took off in the reality show The Only Way Is Essex, where our favourite ditzy redhead – Amy Childs took self tanning to a whole new level. Owning her very own salon had major benefits, as Amy could top up her tan whenever she wanted, and was even mentioned in the Kevin Bacon advert for EE.
Now it seems that the Kardashian Effect has tipped over to skin colouring, as their clothing range may have taken a bit of a knock, as a selection of their new collection for Dorothy Perkins were handed back to them from the Duchess of Cambridge last year, young women still envy their orange tanned skin, and want to copy the colour.
Sales of a certain self tanning lotion – Solait Dark Tan have soared and it is thought that women are buying the fake tan to use on nights out, for maximum effect. And sales figures are showing that around half of the fake tan being sold currently in Superdrug is the deepest shade available. The mahogany colour happens to have the most concentrated amount of colour chemicals in it, compared to the previous version available to buy on the market. And since its launch last April, it has proved to be a major hit, with sales being particularly high in dreary old February of 2013.
Dark self tanning lotions have also had a bit of positive publicity with our very own Cheryl Cole promoting a new range for L’Oreal in the last few days. The advert shows our Cheryl bronzed up and sizzling hot as she stars in a campaign for their Sublime Bronze Express Pro Self-Tanning Dark Dry Mist.
And the lady behind creating Cheryl’s tan for the shoot, Charlotte Connoley, L’Oreal Paris’s Body and Tanning Expert, is in no doubt as to which kind of colour tan is going to be big this summer, she told Grazia Daily: “Sublime Bronze Self-Tanning Dry Mist in Dark Tan is perfect if you want to recreate a luxurious mahogany all over tan for that must have look for this coming Summer. Tanning trends seen at Spring/Summer 2013 on the models at Ungaro, Pucci, Issa and Versace were all looking like they had just stepped off the beach with incredibly dark tans, so the look is very fashionable right now.”
Simon Comins, the buying director of Superdrug, said: ‘Kim’s deep-tanned skin is the shade our customers are aiming for.’ The clever clogs at Superdrug have also launched a £4.99 ‘wash off’ dark tan, especially for ladies who want a dark shade of fake tan fro one night only, but then need to return to their normal colour for work the very next day.
Experts state that the UK fake tan industry is said to be worth an estimated £100 million a year, and although a third of women use it, men are slowly catching up as now one in ten of men admit to applying the fake stuff.