The days of spending time and effort applying fake tan may be over, as celebrities start ditching the bottle and going for a more natural pale look.Even the latest pictures of Victoria Beckham, the bottled bronzer industry’s most dedicated advocate, show her stripped of her trademark mahogany glow. The pale look has filtered down from the catwalks. Lily Cole, Daisy Lowe, Agyness Deyn and Erin O’Connor all now wear their alabaster skin with pride. Now Sienna Miller, Lindsay Lohan and Girls Aloud’s Sarah Harding have taken down their tans a few notches.
But the fake tan market, worth £41million in the UK, is well prepared. Fake Bake has just launched Fake Bake Fair, its fastest-selling product. ‘Many women crave a soft, delicate tan,’ says chief executive Sandra McClumpha. ‘Even soap stars and WAGs such as Coleen Rooney and Alex Curran have subtle tans.’ St Tropez dubs it the ‘optimistic tan’, adding: ‘This new “no tan” trend perfectly captures the mood of 2009 where it’s not about heavy, dark tans and ostentatious bling, but subtle glamour and enhancement of natural beauty.’ Going back to basics is as much an economic statement as a fashion one. Even if you can afford a holiday, it’s not the done thing to flaunt the proof.