Sun-Kissed: Your Tanning Habits Revealed
This week's survey explored how our community approaches tanning in all its forms, from sun habits to self-tan routines, SPF attitudes to application confidence.
Kaidron Community Insights, Sun-Kissed: Tanning Habits Insights
Our community wants a glow, but they're not willing to earn it at the expense of their skin.
This week's survey explored how our community approaches tanning in all its forms, from sun habits to self-tan routines, SPF attitudes to application confidence. What emerges is a portrait of a community that has not abandoned the desire for a tan, but has become considerably more sophisticated about how they get one. Most blend self-tan with selective sun exposure; very few rely on the sun alone or skip protection entirely.
The SPF data is among the most decisive in any survey we have run. SPF is near-universally considered extremely or very important when spending time in the sun, and SPF 50+ is the most commonly chosen protection level by a wide margin. Tanning and protection are no longer seen as opposites, this community holds both values simultaneously, without contradiction.
On the self-tan side, the picture is more nuanced. Satisfaction exists but is fragile: streaky results, uneven fading, and an unpleasant smell remain persistent frustrations that even regular users live with. For brand partners, the brief is clear, the demand for a natural-looking, lasting, easy-to-apply self-tan that genuinely performs is enormous, and not yet fully answered.
How the Community Gets Its Glow
The blended approach dominates, self-tan combined with selective sun exposure is far ahead of any other strategy. Sun-only and self-tan-only are minority choices.
Approach to getting a tan
How often they use self-tan
Preferred self-tan format (among users)
Percentages are among self-tan users only, excluding those who do not use self-tan.
SPF in the Sun, Standards Are High
This community does not choose between a tan and protection. SPF is considered essential by the overwhelming majority, and the level they reach for is consistently strong.
How important is SPF when sunbathing?
SPF level they typically reach for
Streaky results, uneven fading, and the smell, the holy trinity of self-tan frustrations that the category still hasn't solved."
Performance, Prep & How Long It Lasts
Most self-tan users prep carefully, exfoliating and moisturising before application, yet results still fall short of expectations. The gap between effort and outcome is the category's core challenge.
How they prep skin before self-tan
Among self-tan users only, expressed as share of total prep selections.
How long before fading begins
Among self-tan users only.
What Matters Most & The Face Question
Natural-looking colour is the dominant priority for self-tan users, by nearly double the next answer. And when it comes to the face, most of the community treats it as an entirely separate category.
Most important quality in a self-tan (among users)
Do they treat their face differently?
Confidence is split, and it maps directly onto the frustrations the category still hasn't resolved.
Spend, Confidence & Where Discovery Happens
Mid-range spend dominates, social media leads discovery, and application confidence correlates closely with experience, those who tan regularly feel prepared; everyone else is less sure.
Typical spend on a self-tan product (among buyers)
Among self-tan buyers only, excluding non-buyers.
Where they discover new tanning products
Expressed as share of total discovery channel selections.
Confidence applying self-tan at home (among users)
Among self-tan users only.
Source: Kaidron Community Survey, Sun-Kissed: Your Tanning Habits Revealed. Data expressed as percentages of total responses per question unless noted. Where stated, figures are among self-tan users only (excluding non-user responses). Multi-select questions (Q2913, Q2914, Q2918) expressed as share of total selections. Minor rounding variance may apply.