When it comes to delivering ground-breaking innovations, the tanning industry has got it covered. The last few years have seen everything launched from tans in the shower to blink-and-you’ll-miss-it development times – you name it, we’ve witnessed it. “In the past five years, the technology around tanning has hugely improved,” agrees PZ Cussons beauty global marketing and product development director Jacqueline Burchell.
No longer are women using self-tanners as a quick fix for a specific occasion, with a natural-looking sun-kissed glow desired all year round. “The current trending look in tanning is a perfectly natural and flawless tan. Tanners have learnt that preparation, hydration and a natural base colour (such as green) are the key to a flawless tan. We no longer see girls with orange, streaky tans and the tell-tale signs around their wrists and ankles,” reveals Heritage Brands PR and communications manager Elisa Tubecki.
To discover the key current trends in the market as well as recent major developments, BEAUTYDIRECTORY picks the brains of some of the industry’s top tan professionals.
1. Customised colours
“Choosing the best base colour for your skin tone has been a big development in the tanning industry – with green-, ash- and violet-based tans becoming more prevalent. Consumers are learning what base colour suits their skin tone to help achieve their best tan.” – Tubecki
“Drops of the Clarins Radiance-Plus Golden Glow Booster for Body can be combined with any Clarins body moisturiser to create a glowing, natural-looking self-tan that builds gradually, [and] evenly, from the first application. The adjustable formula lets the consumer determine the tan – from sun-touched to très bronzé.” – Clarins spokesperson
2. The need for speed
“Definitely the speed of self-tanning development and the processing time for DHL to work with skin [is a key new development]. A great example of this technology can be seen in ’s ONE HOUR TAN MOUSSE, which works within the hour to give you a gorgeous bronzed glow.” – ModelCo CEO and founder Shelley Barrett
“Our research suggests that consumers want ease of application, so new formats that cut down the application time or improve results will be winners in [the] future. Also, consumers will always want a longer-lasting tan and to save time, so products that develop to a deeper tan faster are always going to be popular.” – Tubecki
3. Easy removal
“The tanning industry has fast become a billion-dollar industry and the world has mastered the art of getting tan on – but until our product, had not mastered the art of getting it off! ANTHEIA is the world’s first express fake tan remover made from all natural ingredients, which are simply spritzed on and then wiped off the desired area to remove fake tan within minutes.” – co-creator Brie Stevenson
4. Dry oils
“Dry oils were launched late last season and it was revolutionary to the category. In ’s new Moroccan Argan Oil range, we have launched a Dry Oil that also contains a shimmer for a stunning sun-kissed glow.” – Tubecki
5. Multitasking
“Our consumers told us they wanted tanning products with added benefits, hence why part of our St.Tropez relaunch is based around really taking textures and skincare properties in our range to the next level. For example, with our new Gradual Tan Tinted Body Lotion – we’ve combined self-tan, skincare and cosmetics into one product.” – Burchell
“The latest ingredients in self-tanning pair active skincare properties with self-tanning so that time-poor women can be rest assured their self-tanning regimen is actually working for them in a skincare sense.” – Barrett
“Enriched with hydrating aloe vera and shea butter, the Lilly Pilly & Lime Gradual Tanner moisturises skin while building a natural-looking, sun-kissed tan every day.” – endota spa spokesperson
6. Dark tans
“A key trend in tanning is a dark tan. Le Tan has released an Ultra Dark range, which is its darkest tan yet for tanners who always want to be darker.” – Tubecki
“ is launching our darkest formula yet. Jennifer Hawkins is introducing a brand new 1 Hour Rapid Tan Mousse to the Jbronze range of premium self-tanning, bronzing and daily beauty products. Designed for those after an instant tan or the deepest, darkest colour result, Jbronze 1 Hour Rapid Tan Mousse is the most advanced formula yet.” – PharmaCare Laboratories senior brand manager – skin care Julia Treble
7. Devices
“This summer we have launched the ModelCo SELF-TAN BACK APPLICATOR which makes tanning your back a breeze!” – Barrett
8. Hydration
“Le Tan has just released two new hydration tanning ranges, one infused with coconut water and one enriched with Moroccan argan oil. The benefit of utilising these hydrating ingredients in the formulations is that you can hydrate and nourish your skin as you tan, which results in a flawless and longer-lasting tan.” – Tubecki
9. DHA dismissal
“It’s all about natural additives. It’s not just about DHA (the tanning active), it’s what else is in your tan to ensure you have beautiful, healthy-looking skin.” – Treble
“Toxic-free tanning [is set to be big] – tanning without DHA as the dye ingredient.” – Stevenson
10. Come one and all
“The tanning industry is continuing to focus on both tanning as well as skin finishing in a much bigger way for 2017. Whether you’re after a natural-looking matte tan, airbrushed HD skin, luxury glossy finish or wet-look skin – very soon there will be something for everyone.” – Burchell
