A number of years back, I attended a Beauty Expo and while doing my rounds I asked each stall holder about their beauty & tanning products. The main question that I wanted to know was ‘What is the difference between your tanning products and the other beauty 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 streak free, no odour, non-transferable lotion (sheets), non-sticky, darkest tan on the market, longevity of tan, natural, vegan, organic, not tested on animals, cruelty free, environmentally friendly, recyclable, reef friendly, toxic free, (and sometimes) Australian made”.

While I’m sure that every single one of those companies had great expectations for their tanning products and great intentions for their consumers, they lacked personalisation for the individual user and simply created similar, if not the same, cookie cutter tanning product.  The main issue with everyone’s cookie cutter tanning product is that the other tanning companies missed the basic ‘W.I.I.F.M’ (What’s in it for me) principle for the consumer. It would be fair for me to add that apart from a few variants in the ingredients lists at the back of the label, it seems as though tanning companies are replacing the packaging labels and only offering minimal differences to the technicians and end user (consumer).

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, “streak free, no odour, non-transferable lotion (sheets), non-sticky, darkest tan on the market, longevity of tan, natural, vegan, organic, not tested on animals, cruelty free, environmentally friendly, recyclable, reef friendly, toxic free and, Australian made, but to create a common-sense tanning range, able to suit the individual own skin colour. This is how the “Designer Tan” was created.

So, here’s how Sundance The Designer Tans (Mousse Foam & Spray) are different to other tanning companies products:

  1. Just like the colours of your clothing that you wear, so too should be your tan. Colours evoke emotions and this should not be any different when choosing the best fake tan for you. Never should ‘one size fits all’ in tanning lotions. How Sundance The Designer Tan personalises a consumer’s tan is through the online ‘Quiz – Design Your Tan”.  Our patented algorithm customises your tanning requirements according to your own skin, hair and eye colour. For the user of fake tans, this algorithm removes the overwhelming confusing maze of non-personalised, cookie cutter, ‘light, medium dark & ultra-dark’.
  2. Usually tanning companies use words like light, medium, dark and ultra-dark to describe their tanning products. Words such as light, medium, dark and ultra-dark are descriptive words so, what category does the individual consumer fit into? They offer depth but no personalised undertones (cool or warm). Our online ‘Quiz – Design Your Tan’ asks the right questions to lead the user to the best 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. Consumers of tanning lotions, foams, mousse, and or spray products need guidance. Psychologically, users of tanning products want to feel confident in a fake tan and therefore, a tan holds emotion value for the user.  Emotional value makes us feel confident and gives us that uplifting feeling of better version of ourselves.  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 trendy, made up, generic, beachy words that are not personalised for the tanner/user?
  4. My mind is blown away as to how clever marketing gimmicks have convinced tanning technicians and users that colour such as green based tanning results are ‘normal or desirable’. Unless you’re a Martian, no one actually wants to look green! For too long, technicians & users of tanning products have been expected to believe that green colourants are there to counteract the red/orange tones against the active ingredients within all tanning products- DHA. This is not the case at all! Green colourants can only make the user look green, until the colourants wear away. Green colourants appear usually muddy or dirty and do not counteract the red/orange from the natural active ingredient – DHA. 
  5. How do I know that green based colourants do not counteract red/orange DHA and only leave the user green?  I formulate and manufacture beauty tanning products, to ensure that the consumers tan always remains natural-looking. Qualifications and years of experience within the beauty industry have taught me to care about the consumers emotional value, hoping to give them that confident feeling they desire by providing a beauty tanning product that meets their expectations.
 
 

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Sundance is inspired to create personalised beauty products that radiates confidence and vitality. Our professionally formulated products are designed to protect and nourish your skin, to give you a more youthful appearance. All Sundance Collections PTY LTD products are manufactured in-house to the highest levels of quality. We guarantee it!

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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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