With so many beauty products on the market vying for the customers attention, it’s no wonder why the consumer is overwhelmed with their decision to choose the perfect fake tan. To add, the consumer is now faced with (pardon the pun) claims of natural organic choices that are water proof and longer lasting than the previous fake tanning product that the consumer has ever experienced.
A few years back, I went to a Hair & Beauty Expo event. While I was at the event, I made a beeline to all the fake tanning exhibits and asked them specifically what made their product any different to all the rest. Every single one of the stall holders gave me the exact same spiel and focused heavily on the marketable words “natural & organic’. I immediately realised that all of these fake tanning companies offered minimal changes (if any) from each other, other than changing to their own professional fake tanning labels on the same product as their competitors.
It was determined then and there that Sundance ‘The Designer Tan’ needed to be birthed!
I was always taught in the beauty industry that colour has an effect on how we perceive ourselves and others…and how was this any different when wanting to create an individualized fake tanning range. Sundance was created as a concept in my head over 30 years ago. My concept was to manufacture individualized fake tanning products according to the persons colour match. Instead of only offering 3 shades of fake tanning for people to choose from (Medium, Dark and OMG WTF!), I wanted to create a fake tanning range for every individual’s colour mapping i.e.; the Icey platinum blonde (cool fake tan) and differentiate that to the light golden blonde (warm fake tan). I wanted to create a fake tanning product that cared for the end user’s appearance by making them feel & look so incredibly beautiful…………A tan so natural looking, you won’t believe it’s fake!
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Author Sundance
