There has been a dramatic growth in the market for self tanning products as increasing numbers of women, concerned about sun damage to their skins, decide to fake it. But what’s the best way to get a flawless fake tan? Hilarie Stelfox reports

WITH the holiday season in full swing, fake tanning products are flying off the shelves and salons are booked up with women – and men – seeking a golden glow.

“Some people want a bit of colour at this time of year before a holiday while others are much more aware of the dangers from sunbathing or sunbeds and want to fake it.” says Rachael Kenyon, principal lecturer at the White Rose School of Health and Beauty in Huddersfield.

Rachael teaches self tanning modules on full time beauty therapy courses and also runs short courses in spray tanning, which delivers instant colour.

She say that this relatively new technique is now becoming the number one choice for many salons.

“It’s really fast, takes about 15 minutes, dries straight away and gives a really even tan,” she says. “We’re finding that more and more people are interested in it.”

Traditional methods of self tanning through the manual application of gels, lotions and creams, are now more likely to be the choice of those who want to fake a tan at home.

At Boots, where there is an entire section devoted to self-tanning, sales of the products start to climb in May, but there is a steady trickle of customers throughout the entire year.

“Fake tanner sales have increased over the last two or three years in general,” says Kayleigh Foster, manager for the No 7 brand. “There is so much awareness of sun damage and too many horror stories about sunbeds.

“People going on holiday want to use tanners to start off with a bit of colour while their natural tan builds up,” she explained. “And those who are not going on holiday want to cheer themselves up and look as if they have been away.”

The advantage of a fake tan is that it can be acquired instantly or within a few hours.

Celebrities have embraced self-tanning and after Pippa Middleton, sister of Prince William’s new wife Catherine, was seen at the royal wedding sporting a spray tan. It was reported that sales of tanners doubled that very day.

Fake tanners have been around a long time – more than 40 years – and all contain the same chemical, dihydroxyacetone, a sugar-based molecule that works by reacting with the amino acids in the top layer of skin cells. The browning process is similar to that known to food scientists as the Maillard reaction.