‘Women should not be shamed for any reason’: Rose & Caramel empowers fake tanners with new campaign

The brand is tackling fake tan shamers with its new social media initiative

Rose & Caramel's CEO Rosie Greenhalgh

Self tanning brand Rose & Caramel has introduced a new initiative to empower women who wear fake tan.

The I Tan For Me social media initiative aims to support women’s mentality around body issues and self-worth.

To take part, Rose & Caramel is encouraging consumers to share before and after photos of their fake tan via Instagram, and will donate £5 to mental health charity Mind.org for every post.

“Women should not be shamed for any reason and definitely not for something like fake tanning,” said Rose & Caramel’s CEO Rose Greenhalgh told Cosmetics Business.

“I have always had an extremely pale skin tone, it barely tans in the sun and from a young age self tan has been my go to for a confidence boost.

“To be able to get a deep flawless colour that looks natural boosts my confidence in everyday life and on holidays.

“If I’m happy with my appearance it encourages a positive attitude to my day.”

She continued: “There’s a stigma around fake tanning, because when people think about fake tanning they think about the orange hands and feet, they think about stained bed sheets, and chemical smells.”

Fake tanners thrive in lockdown

During the Covid-19 lockdown, many consumers turned to self-care products.

This saw an uptick in at-home dyes and nail polish sales.

But Greenhalgh told Cosmetics Business fake tan has also been in demand during the stay at home order.

“People everywhere since the pandemic fall out have been looking for ‘self care’ products.

“Many have found how important going to the salon for that spray tan is to them, and could not.

“We have seen an upsurge in demand for our products, as many in our industry have.”

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