Category
Fashion
Scaled Restraint
Trend cluster
Category
Enhanced
Tanner
Self-tanning products now incorporate and highlight additional benefits.
1.5
Trend score
Trend
What is the Enhanced Tanner trend?
Enhanced Tanner: Though the popularity of self-tanning products hasn't waned, consumer expectations around the benefits of these products has—a fact which brands in this space have responded to by incorporating and touting multiple benefits in their collections.
Insight
The consumer insight behind the Enhanced Tanner trend
In modern times, wellness and self-care are continuously emphasized and consumers follow suit by taking the time to revamp and better curate their skincare routines. As a result, consumers choose products that are multifunctional—ones that allow them not only to look good but to feel good, as well. Many favor this approach as it streamlines their daily ritual and thus, helps them save on time and, in some cases, money.
Trend themes
Themes within the Enhanced Tanner trend
Three behaviours holding the trend together01
Multifunctional Tanning Products
Brands are incorporating and touting multiple benefits in their tanning products, responding to consumer expectations for multifunctional wellness and self-care.
02
Effortless Overnight Treatments
Beauty products are reformatted and repositioned as overnight treatments to help consumers simplify their self-care routines.
03
Hyaluronic Self-Tanning Serums
Self-tanning serums are being created with hyaluronic acid and superfoods, delivering hydration benefits and helping the skin develop a natural, sun-kissed glow.
Industry implications
What the Enhanced Tanner trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
Brands in the beauty and personal care space can capitalize on creating multifunctional products that respond to consumer interest in wellness and self-care.
For
Skincare
The skincare industry can benefit from reformulating products to be used as overnight treatments, simplifying consumers' self-care routines.
For
Health and Wellness
Companies in the health and wellness industry can create self-tanning products that deliver both aesthetic benefits and support for consumers' wellness and care routines.
Workshop question
How could your brand better adapt its product to better suit modern-day rituals?
Trend signals
Trend signals for Enhanced Tanner
Trend score 1.5 out of 10, from popularity 26%, activity 11%, freshness 8%.
Popularity26%
Activity11%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Enhanced Tanner trend
4 featured examples from Nov 7, 2017 to Jul 16, 2019CategoryFashion
Overnight Tanning Oils
Tan Luxe's 'Sleep Oil' Hydrates Skin During Sleep and Provides a Glow
The beauty industry can capitalize on the trend of repositioning products as overnight treatments.
CategoryFashion
Hyaluronic Self-Tanning Serums
Tan-Luxe's Super Glow is a First-of-Its-Kind Self-Tanning Serum
The beauty and skincare industry can leverage hyaluronic self-tanning serums to tap into the demand for innovative, multi-functional products.
CategoryFashion
In-Shower Body Moisturizers
The Jergens Natural Glow Wet Skin Moisturizer Gradually Builds Color
Disruptive innovation opportunity: Introduce new and convenient skincare products that cater to time-conscious consumers looking for effective and efficient solutions.
CategoryFashion
Nourishing Self-Tanning Face Drops
Tan-Luxe's New Serum Improve Tone and Texture While Tanning
A growing market for innovative beauty and skincare products that offer multiple benefits and incorporate natural and anti-aging ingredients.
