Sales of sunless tanning products reached £3.5 million (4.96m) in January-June 2015, according to figures from market researcher The NPD Group; an increase of 9.2% on the same period in 2014.
According to the global information firm, self-tanning continues to demonstrate its importance to the prestige skin care category and has been buoyed by the launch of innovative patent pending products.
“Self-tanning continues to remain a vital component of the prestige skin care market. Customers want a golden glow without taking adverse risks in the sun,” says June Jensen, Director UK Beauty for NPD.
“Sunless tanning products are a great alternative and now come in a range of formulations to suit individual needs.”
Sensorial properties
One of the main factors driving sales in the market is the options available to consumers, from the traditional fake tan lotion to a range of crèmes, gels, mousse and oils.
Texture has taken a leading role in cosmetics formulation in recent times as manufacturers look to develop skin care products that spread well and is a pleasure to use for the consumer.
This means skin care companies have been paying close attention to cosmetic or galenic attributes and have adapted formulations for different consumer preferences.
The stand-out performer in the self-tanning segment appears to be self-tanning oils, a relatively new innovation in the market, which has seen the largest growth.
Sales of self-tanning oils increased over 2000% from £16,829 in January-June last year compared to £478,070 in this year, and now account for 14% of the market, says NPD.
“The growth in self-tanning oils demonstrates the customer desire for new innovations in this competitive sector,” says Jensen.
Lotions remain the most popular category accounting for 23% of the market reporting sales of £793,548, although NPD reports that, along with mousse, there has been a decline in sales in this sub-category.
“In addition to the new product launches this year, people are also demanding new products that give the most natural glow,” continues Jensen.
“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.”
Celebrity obsession
In a world of social media and gossip magazines, it also seems that celebrities are still an influencing factor on the beauty market in the UK too, particularly in the popularity of fake tanning products.
Kate Moss continues her role as the face of St Tropez and Kylie Jenner has launched her own self-tan line, which is aiding the market’s growth, according to NPD.
“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,” adds the analyst.