Glowing Insights: A Deep Dive into Self-Tanning
Let’s take a look at what our Beauty Buddies have to say on the subject.
In the dynamic world that is the beauty industry, self-tanning products have emerged as a lucrative market segment, offering consumers a safe and convenient alternative to traditional tanning methods. Many brands are tapping into the growing demand for self-tanning products, a strategic move that enhances their brands offerings and revenues.
Before diving into the self-tanning insights, it's crucial to understand the market landscape and consumer preferences. Research indicates a rising demand for self-tanning products, driven by growing awareness of the harmful effects of UV exposure and an increasing emphasis on skincare. Millennials and Gen Z, in particular, are driving this trend, seeking natural-looking tans without the risks associated with sunbathing or tanning beds. By catering to this demographic and offering innovative, high-quality self-tanning solutions, businesses are capitalising on this opportunity.
In a crowded marketplace, product differentiation is key to standing out and capturing consumers' attention. When developing self-tanning products, brands are focusing on innovation, quality, and efficacy to set their product apart from competitors.
They incorporate unique ingredients, such as hydrating agents, anti-aging properties, or skin-nourishing vitamins, to enhance the overall user experience and deliver added value.
Tanning products are available in numerous types of formulas including lotions, mousses, sprays and wipes. Catering to diverse consumer preferences and needs.
As part of our ongoing efforts to support brands in refining their marketing strategies and better understanding consumer behaviour, we conducted a comprehensive survey with 200 of our Beauty Squad App on self-tanning products. The survey was crafted to glean insights into various aspects of user behaviour and preferences, with the overarching goal of equipping brands with actionable data to enhance their marketing efforts.
The survey delved into several key areas, including frequency of self-tanning product usage, types of products preferred by users, factors influencing purchasing decisions, motivations driving the use of self-tanning products, satisfaction levels with current products, openness to trying new products or altering existing routines, and methods of discovering new self-tanning offerings.
By analysing the responses from our participatns, we gained invaluable insights into the nuanced preferences and behaviours of consumers in the self-tanning market.
Armed with this data, brands can tailor their marketing strategies to resonate more effectively with target audiences, refine product development initiatives to align with consumer needs and desires, and identify opportunities for innovation and differentiation within this competitive landscape.
Through collaborative efforts like these, we aim to empower brands with the knowledge and insights needed to forge stronger connections with consumers, drive brand loyalty and ultimately, achieve sustainable growth and success in the dynamic beauty industry.
Here are some of the highlights from the survey.
97% of Beauty Buddies surveyed expressed a strong preference for self-tanning products with added skincare benefits, such as moisturizing and anti-aging properties
Frequency of Use
Over 30% of our Beauty Squad participants use self-tanning products on a weekly basis.
20% use these products use them at least once a month while over 27% only use them occasionally.
5% use self-tanning products every day, it’s just become another step in their daily routine.
Product Types
Gradual tanning products emerged as the most popular choice among these consumers, followed closely by self-tanning lotions and mousses.
Almost half use self-tanning sprays and self-tanning drops and wipes are also popular.
From the survey results it was obviously that our Beauty Squad like to have a selection of product types on hand.
Influences
75% emphasised the importance of natural-looking results and an easy application process as their key influences when buying a tanning product.
Quick drying was a key consideration, for over half of the survey participants, which is understandable. There is nothing worse then standing in some unnatural stance waiting on your freshly applied tan to dry.
Motivation?
The top motivators are looking your best for those “Special Occasions” and to “Boost Self-Confidence”.
Over half loved the fact that they can get quick results out of a bottle, with a head to toe tan in no time at all.
45% use tanning products for Aesthetic reasons. Some say they look and feel healthier and more attractive with a tan.
One quarter selected “Health Reasons”, which makes total sense. We all know the dangers associated with UV rays and sunbeds. Using a tanning product provides you with the healthy glow while avoiding increased health risks.
Satisfaction!
Almost half of the Beauty Squad surveyed expressed that they were “Very Satisfied” or “Satisfied” with their tanning products.
However, a significant portion, over 46%, indicated that they were neutral, neither “Satisfied” nor “Dissatisfied”, with their tanning products.
Over 4% are “Dissatisfied” consumers. They haven’t found the right product for them. Suggesting room for improvement in product efficacy or improved user experience to better cater to their needs.
Willingness to change?
Amazingly, an overwhelming majority of 95% participants expressing an intention to change their current self-tanning routine or try new self-tanning products in the near future.
This high percentage suggests a strong inclination among these self-tanning consumers to explore alternative products. Driven by a desire for improved results, better experiences and tempted by new innovative products.
Discovery
So how do consumers discover new self-tanning products and what makes them buy them?
Online reviews stand out as the primary influence and Social Media is used by 28% of those surveyed. Recommendations from friends and family also play a significant role with 20% citing this as a way to discover new and trusted products.
Meanwhile, influencer recommendations and in-store displays have a comparatively smaller impact,
Are you keen to gather valuable feedback and insights directly from your target audience? Don't hesitate to reach out to us today to discuss the exciting possibilities of running targeted surveys. Let us help you achieve your goals!
We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
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Discovering what drives your target audience and understanding their needs has never been more accessible. Finely crafted surveys will empower your business with data-driven intelligence, assisting you in making well-informed and impactful decisions.