Self-tanning continues to demonstrate its importance to this sub-category and has been buoyed by the launch of innovative patent pending products such as St Tropez In Shower Gradual Tan. June Jensen, Director U.K. Beauty for The NPD Group explains: “Self-tanning continues to remain a vital component of the prestige skincare market. Customers want a golden glow without taking adverse risks in the sun. Sunless tanning products are a great alternative and now come in a range of formulations to suit individual needs.”
Celebrity remains a key factor in the popularity of fake tanning products. Kate Moss continues her role as the face of St Tropez and Kim Kardashian’s sister Kylie Jenner has launched her own self-tan line. Moving away from the reality favourites on The Only Way is Essex, more aspirational figures who tan are cited for their ‘must-have’ natural tanned look including actresses Gwyneth Paltrow, Jennifer Anniston and the UK’s own Michelle Keegan.
The highly competitive self-tanning category is no longer dominated by one method of application. The traditional fake tan lotion has been joined by a range of crèmes, gels, mousse and oils. This innovation is in response to customer demand and is fuelling further growth in the sector. Whilst lotions and mousse have both reported a decline in sales, dropping 16% in the YTD January to June 2015 (compared to the same period in 2014), lotions remain the most popular category accounting for 23% of the market reporting sales of £793,548.
The star performer this year is the incredible growth of self-tanning oils, a relatively new innovation in the market. Sales of self-tanning oils were valued at £16,829 in the period January to June 2014, but in the same period in 2015 reported sales of £478,070 and increase of over 2000%. This now accounts for 14% of the market.
Jensen explains this increase: “The growth in self-tanning oils demonstrates the customer desire for new innovations in this competitive sector. In addition to the new product launches this year, people are also demanding new products that give the most natural glow. People no longer want to look orange, they want to look like they have just been on holiday. It’s a marked difference and oils are not only easy to use but give a really nice, natural glow to the skin.”
Online sales of self-tanning products continue to grow steadily, accounting for 12% of the total market in the period January to June 1015 compared to the same time in 2014. This represents a 31% increase. London remains the most popular market for self-tanning accounting for 21% of the market value, closely followed by the Midlands and East of England with 14.6%. The South and South West saw the greatest increase in sales of fake tan reporting a 19.6% increase in the period January to June 2015, compared to the same period in 2014. This was followed by the Midland/East of England which reported a 10/6% increase in sales.
Jensen says: “Sales of self-tanning products continue to remain popular with the British public. As the market matures so too do the needs and wants of the consumer. New product innovation by beauty companies continues to ensure the value and importance of the self-tanning category, particularly in the middle of the year.”