An influx of self-tan products and sun care ranges has been launched worldwide during January, with cosmetic giants such as Unilever and L'Oreal battling to attract the beauty conscious consumer - both male and female.
Many of the self-tan products launched include sweet smelling, fruit essences likely to attract consumers keen to seek out products with ingredients they perceive to be healthier and more environmentally friendly in nature.
Market research company Organic Monitor estimates that the European market for natural and organic products is currently growing at 20 per cent a year, and set to surpass a value of €1bn.
Tapping into this kind of growth, Unilever has used Germany as a launch pad for its new Axe Best of Summer body lotion that has self-tan properties that develops over time and contains citrus essences to create a summer scent.
Likewise, premium manufacturer, Chanel, has created a lightweight tanning lotion in the US, Soleil Identite, which incorporates White Lilly extracts that moisturise the skin.
Brazilian cosmetics company, Cria Sim Productos de has made use of vegetable extracts, combining carrot and tomato oil in its Davene Sol de Verao Bronzeadora self-tan lotion, launched in Brazil earlier this year.
However, despite self-tan products notoriously marketed at the female consumer who are constantly striving to better their outwards appearance, another emerging trend from both high profile and smaller companies is the creation of self-tan products aimed directly at the image conscious male consumer.
Global cosmetic company Beiersdorf has incorporated a bronzing cream into its Nivea for Men Summer Look range. Launched at the beginning of the year in Germany, the bronzer is said to tan the skin gradually over three days, whilst incorporating an SPF factor of 15 in order to protect the skin from UVA/UVB rays.
Likewise, Anthony for Men has created a range named Men Safesun launched in the US this month, with a self tanner that incorporates an anti-ageing complex - a dominant trend within the male skin care market at present.
According to market research company, Euromonitor, the self-tan industry in Western Europe currently stood at €521 million in 2005, with a predicted rise to €675 million in 2010.