# Enhanced Tanner Self-tanning products now incorporate and highlight additional benefits. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 17, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/enhanced-tanner ## Key Figures - Trend score: 1.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 7, 2017 to Jul 16, 2019 - Published: Jul 17, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Enhanced Tanner trend ### Multifunctional Tanning Products Brands are incorporating and touting multiple benefits in their tanning products, responding to consumer expectations for multifunctional wellness and self-care. ### Effortless Overnight Treatments Beauty products are reformatted and repositioned as overnight treatments to help consumers simplify their self-care routines. ### 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. ## What the Enhanced Tanner trend means for industry ### For 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 for Enhanced Tanner Trend score 1.5 out of 10, from popularity 26%, activity 11%, freshness 8%. - Popularity: 26% - Activity: 11% - Freshness: 8% ## Examples of the Enhanced Tanner trend 4 featured examples from Nov 7, 2017 to Jul 16, 2019. - [Overnight Tanning Oils](https://www.trendhunter.com/trends/sleep-oil): Tan Luxe's 'Sleep Oil' Hydrates Skin During Sleep and Provides a Glow (Category: Fashion) Implication: The beauty industry can capitalize on the trend of repositioning products as overnight treatments. - [Hyaluronic Self-Tanning Serums](https://www.trendhunter.com/trends/selftanning-serum): Tan-Luxe's Super Glow is a First-of-Its-Kind Self-Tanning Serum (Category: Fashion) Implication: The beauty and skincare industry can leverage hyaluronic self-tanning serums to tap into the demand for innovative, multi-functional products. - [In-Shower Body Moisturizers](https://www.trendhunter.com/trends/natural-glow-wet-skin-moisturizer): The Jergens Natural Glow Wet Skin Moisturizer Gradually Builds Color (Category: Fashion) Implication: Disruptive innovation opportunity: Introduce new and convenient skincare products that cater to time-conscious consumers looking for effective and efficient solutions. - [Nourishing Self-Tanning Face Drops](https://www.trendhunter.com/trends/selftanning-face-drops): Tan-Luxe's New Serum Improve Tone and Texture While Tanning (Category: Fashion) Implication: A growing market for innovative beauty and skincare products that offer multiple benefits and incorporate natural and anti-aging ingredients. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)