COVER STORY: pureTAN

Self Tan, Self Care

pureTAN debuts new sustainable packaging and formulas for a natural Australian glow.

-by Elisabeth King

Sales of self-tanning products were hard hit by worldwide Covid-19 restrictions. But the tide has turned over the past 12 months and the global market for sunless tanning products reached US$1 billion in 2021, reports Fortune Business Insights. Major brands are focusing on the launch of innovative products and more sustainable packaging and formulas to attract customers and re-boot strong market growth and worldwide sales are expected to reach US$1.6 billion over the next five years.

Prior to the pandemic, annual sales of premium self-tan products in Australia reached close to $50 million. As the market picked up speed again, consumers again reached for self-tan products to protect themselves from the dangers of sun exposure, boost selfconfidence, disguise skin imperfections and achieve the best looks for selfies. Special occasions such as weddings, parties and festivals also fueled sales as more people looked for perfectly tanned skin in minutes.

MAJOR GROWTH AREAS IN RESURGENT MARKET

A major growth area for self-tanners is organic formulas, as more consumers globally opt for products made from natural or plantbased ingredients, which are regarded as safer to use than their chemical-based counterparts. Self-tan mousses, which have the ability to control the depth of a tan, are another growing sector. Women are still the dominant gender in the worldwide self-tanning market with a market share of 63.3 per cent in 2021, says Grand View Research, but men are catching up fast. With a current global market share of 37.7 per cent, the male segment is expected to achieve the fastest CAGR from 2022 to the end of the decade.

Few brands have kept a closer eye on market trends than pureTAN in readiness for this summer’s surge in sales. Acquired in late 2019 by Chemcorp International, one of Australia’s leading manufacturers and distributors of consumer and professional beauty products, pureTAN’s heritage, expertise and popularity dates back 20 years.

Whilst the timing of the acquisition seemed inopportune as Covid hit our shores and natural disasters filled the news, Chemcorp was also faced with back-end dilemmas including sourcing raw ingredients, manufacturing and shipping, says Jodie Phillips, Managing Director of Chemcorp International. “But the setbacks provided a period to press the pause button. Not only to fully assess the current state of the brand, but also to re-design it with a forwardfocused approach. Having the breathing space to deep dive into the brand, work out what we liked and didn’t like and then re-build to take advantage of a resurgent market was a fantastic opportunity, which has enabled us to market a brand we are extremely proud of.”

AUSTRALIA’S GOLDEN GLOW IN A BOTTLE/REFRESHED VISUAL AND SUSTAINABLE IDENTITY

PureTAN was Phillips’ first brand acquisition since taking on the role of Managing Director at Chemcorp and there was plenty to work with and build on. PureTAN is Australia’s golden glow in a bottle, says Phillips. “Our national image of ourselves and internationally is synonymous with an endless summer, beaches and lush rainforests. An outdoor lifestyle that almost demands sunkissed skin.”

PureTAN is still Australian-made from locally sourced natural and organic ingredients, where possible, such as Certified Organic DHA (dihydroxyacetone, the active ingredient in tanning products), organic coconut oil, Vitamin C and E, aloe vera and green tea to intensely hydrate and nurture the skin, adds Phillips. “Products are formulated with Base Blend Technology, which takes the guesswork out of finding the right tan match, developing with individual skin tones to ensure a beautiful, more personalised glow. In keeping with the rising demand for more natural products, pureTan’s promise isfree from parabens, sulphates, GMOs and animal testing.”

The biggest and most unmissable difference in pureTAN’s renaissance is how the brand looks and its commitment to sustainable packaging. According to a recent survey from the Australian Retailers Association (ARA), nearly 70 per cent of Australians believe that a company or brand should have social and environmental policies.

We have refreshed the visual identity to better reflect the pureTAN name and attributes, says Phillips. “But the new look is more than skin deep. Changing packaging provided the perfect opportunity to ensure pureTAN was completely aligned with our sustainability ambitions as members of the APCO (Australian Packaging Covenant Organisation) and growing consumer expectations, as we all move toward more responsible product design.”

PureTAN’s foamer bottles (excluding pump) are made from 100 per cent post-recycled consumer plastic and are 100 per cent recyclable. The tubes are now made from 75 per cent post-consumer recycled material and are also 100 per cent recyclable.

FORMULATION IMPROVEMENTS/ FORWARD FOCUSED

While the foundation of the formulation remained, we were able to adjust and improve, to create a better product, notes Phillips. “Organic DHA certified by EcoCert, one of the world’s most trusted organic certification organisations, is the tanning active ingredient in all of our self-tan products. We also added a blend of pro-youth ingredients to provide luminous and glowing skin and hydrating and nourishing ingredients to leave skin looking soft and smooth, not flaky or dry. Also in the mix is a new natural, tropic scent to uplift the senses.”

Good-for-you ingredients and easy application aren’t the only major benefits of pureTAN products. They are also streak-free and provide an even tan finish with every application. There’s no fake tan smell and the formulations are fast-drying, so there is no transfer onto clothes, she adds.

We are really excited about pureTAN and its potential for growth, says Phillips. “We’ve created a brand we love, and want to use, which means we can be very confident others will, too.”

HERO PRODUCT AND RANGE LINEUP

• pureTAN’s hero product is XPRESS TAN FOAM DARKEST ($29.95 for 150ml). A deep golden tanning option, it activates in just 30 minutes for a light tan or can be left on for up to 4 hours for a deeper bronze.

• The hydrating foam glides across the skin and is formulated with EcoCert Certified Organic DHA and the following ingredients to leave the skin glowing:

• Organic Coconut Oil - 100 per cent organic and high in vitamins and antioxidants to nourish the skin.

• Hibiscus - hailed as the “Botox” plant because it is known to support the skin’s natural collagen.

• Hyaluronic Acid - to boost hydration and help reduce the appearance of fine lines.

• Aloe Vera - a rich source of antioxidants, minerals and vitamins.

• Green Tea - shown to improve skin elasticity.

• Vitamin C - brightens and improves the appearance of dull skin.

• The pureTAN range features eight products, including a gradual tan, face tan, a tan eraser and luxurious body creme to keep skin nourished and extend the life of every tan. Plus accessories to prep skin and make application easier. Prices range from $8.95 for tanning accessories, $19.95 for the body creme and face tan to $29.95 for the self-tan products.

PURETAN - HERITAGE AND HISTORY

• pureTAN was one of the leading Australian professional salon-tanning brands to enter the retail/consumer market in 2003 with its Face and Body Tanning Spray, which promised a “salon tan in your hands”.

• The brand, developed by Australian husband and wife team, Michael and Danielle Fletcher, who had been in the tanning industry for 15 years, was built around the ethos of providing consumers with a salon quality product that worked at home.

• The original formulations were developed to provide a natural, Australian-style bronzed tan, without leaving behind a tell-tale “fake tan” smell or dry, scaly skin associated with many consumer self-tanning products at the time.

• The brand heritage and ethos completely aligned with Chemcorp International’s established portfolio of products. The buyout of pureTAN in late 2019 was a natural fit and the first acquisition since Jodie Phillips became Managing Director of Chemcorp.