A number of years back, I attended a Beauty Expo and while doing my rounds I asked each stall holder about their tanning products. The main question that I wanted to know was ‘What is the difference between your tanning products and the other tanning products already here today”. I’m not exaggerating when I say that every single stall holder said the exact if not extremely similar spiel: “Ours are natural, vegan, not tested on animals, cruelty free, Australian made, environmentally friendly, recyclable, reef friendly, toxic free, etc”. While I’m sure that every single one of those companies had great expectations of their tanning products and great intentions for their consumers, they lacked personalisation for the individual and simply created similar, if not the same, cookie cutter tanning product.  The main issue with everyone’s cookie cutter tanning product is that they missed the basic ‘W.I.I.F.M’ (What’s in it for me) principle. Prior to creating Sundance The Designer Tan’s tanning lotions and products, I had a vision to create personalised tanning products that would be not only, “natural, vegan, not tested on animals, cruelty free, Australian made, environmentally friendly, reef friendly, toxic free, etc”, but to create a common-sense tanning range, able to suit the individual own skin colour. So, here’s how Sundance The Designer Tanning Mousse’s are different to everyone else’s product:
  1. Just like the colours of your clothing that you wear, so too should be the tan. Colours evoke emotions and this should not be any different when choosing the best fake tan for you. Not ever should ‘one size fits all’ in tanning lotions. How Sundance The Designer Tan personalises a consumer’s tan is through the online ‘Take the Quiz”. Our patented algorithm customises your tanning requirements according to your own skin, hair and eye colour.
  2. Tanning companies use words like light, medium, dark and ultra-dark to describe their products. Who are they comparing these descriptions to? Each other? And, what category does the individual consumer fit into? Occasionally, I come across people who don’t particularly mind if their fake tan is natural in appearance and simply prefer the darkest tan ever created on earth – but that’s not what most people want. Our online ‘Take the Quiz” asks the right questions to lead the user to the right tan. Of course, you can always override the system by selecting your own choice. After all, you’re the one that has to wear the tan you choose.
  3. With all of our competitor’s products, the consumer chooses if they want light, medium, dark and ultra-dark. How can a single tanning product suit the user if one consumer is icy- blonde tones (cool toned skin types) and the other is golden blonde (warm toned skin types)? It’s simple – it can’t! Neither do the words “light, medium, dark and ultra-dark” describe sufficiently the level of depth of a colour and also take into account cool or warm tones. Sundance The Designer Tan’s are designed to compliment the user’s cool and warm tones, according to their own attributes – skin, eyes and hair. First find the right tone for your fake tan, then choose your depth.
  4. Consumers of tanning lotions/ foams/ mousse/products need guidance, but with our competitors none is provided. Psychologically, users of tanning products normally want to feel confident in a fake tan. Therefore, a tan holds ‘emotion’ for the user. But how is this guidance possible if all the competitors are offering the same product with little or no guidance for the user? How does the user to feel confident with so much uncertainty?
  5. No one actually wants to look green or violet, and for too long some consumers have been expected to believe that green colourants are there to counteract the red/orange tones. This is not the case at all! Ingredients such as green colourants can only make the user look green, until the colourants wear away. Green colourants appear usually muddy or dirty and definitely do not counteract the red/orange that some tanning lotions leave behind. Sundance The Designer Tan always remains natural-looking and cares about its users, hoping to give them that confident feeling they desire by informing their tanning decisions, and providing a product that meets their expectations.

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Sundance is The Designer Tan. Designed by you. Designed for you.


We believe in creating personalised products that are designed to best suit the individual’s unique colour tones, according to their own eyes, hair and skin colour. 

‘Colour’ has an effect on how we feel, how we see ourselves and how others perceive us. Colours evoke  emotions and should be considered when choosing the correct colour of the individual’s self-tanning products.  

Sundance was designed to feel confident and to look beautiful with natural-looking, homogenous & glowing skin tone colour that enriches the appearance of the skin. Sundance The Designer Tan is about creating a natural-looking tan that looks so good, you won’t believe it’s fake.

We ensure that all ingredients are composed of ethical and environmental considerations, which are not harmful to the human body or environment.

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Sundance is about Clean Beauty:  Ensuring that all ingredients are composed of ethic and environmental considerations, which are not harmful to the human body or environment. Sundance has an obligation to create sustainable products for our future.  

Sundance is about Microbiome: The hero ingredient within our tanning products is Erythrulose, which improves the skin. Erythrulose provides a “beautiful natural-looking, homogenous and glowing skin tone colour that enriches the appearance of the skin.”


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