Hard to believe sales down on sunless tanners

I have to say I'm a bit blown away by the latest news out of Mintel, the market research company no beauty company lives without. As reported on June 24th on the GCI site, sunless tanner sales fell 5% in 2007 vs. 2006. Oh dear, did consumers look at Christina Aguilera's results and run the other way?

But what's interesting about this is why.

Here's the low-down:

"Consumers rushed to the market to try new products but backed off after the initial trial. It appears that people weren't fully satisfied with the effects of sunless tanners," said Kat Fay, senior analyst at Mintel, in the report.

The research company found that 42% of women surveyed found the product  too hard to apply. Additionally, 33% of those surveyed stopped using the products because the results appear too artificial.

Mintel found that 61% of consumers look for a product that works quickly and reliably, 39% of consumers use sunless tanning products to decrease the risk of damaging sun exposure and 16% of those surveyed use sunless tanners on a regular basis in place of moisturizer.

Too hard to apply? Ok, I agree if it's Jergens Natural Glow Express--just try to squeeze the lotion out of that one with one hand when the tube is half-empty. But with so many body-lotion type formulas that reveal their color gradually? And with several towelette versions? Application has gotten so much easier and goof-proof.

Too artificial? Ok, if you're using a true sunless tanner--that is, one that takes you from zero to tan in 2 hours, maybe. Likewise some professionally done spray-on tans I've seen can be a bit fake. But again, the gradual daily body lotions have really come a long way in combatting the painted organge look.

On the upside, many consumers are using sunless tanners to decrease the risk of sun damage (of course,  I trust those same consumers are still wearing sunscreen).

My latest daily fave is Nivea Sun-Kissed Firming Moisturizer for a subtle-yet-there glow. What's yours? Have you tried Nivea's sunless tanners? Was it worth it?