Accantia, the health and beauty company, is expanding into the self-tan moisturiser category with the launch of a new product under its Simple brand.
Simple Summer Body Look will be aimed at women with paler, more sensitive skin, and is being rolled out in Boots and Superdrug outlets.
Marketing is expected to build on the Simple brand’s proposition of being both perfume- and colourings-free, with an official launch planned for next month.
The launch is the latest combined self-tan/moisturiser product in the UK, following launches by Unilever, under its Dove brand; Procter & Gambler, under its Olay brand; and Johnson & Johnson with Holiday Skin.
Analysts say they are driving growth in the UK’s &£102m body moisturiser category, which had previously been in decline but is now up 30% year on year in both value and volume.
However, as consumer take-up for the combined products increases, some analysts are warning that the trend could have negative consequences for the traditional self-tanning category.