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LONDON, ENGLAND, July 15, 2010 /24-7PressRelease/ -- Debenhams has launched its new secret weapon for achieving the perfect fake tan this summer - the Tan Tone Colour Chart.
The chart, which resembles a paint colour guide, has been created to help tan-a-holics avoid fake tan disasters, like those famously suffered by celebrities such as Dale Winton, Lindsay Lohan, Hulk Holgan, Katie Price, Alex Reid and, most recently, the uber glamorous Cheryl Cole.
The Tan Tone Chart has been issued to all Debenhams' Beauty Halls and is designed to give customers an indication of where they fall on the tanning scale. Starting at 'Pale and Interesting' the chart displays six increasing degrees of tan tones with 'Radioactive Orange' at the extreme end of the scale.
Sara Stern, Director of Beauty at Debenhams said, "The bronzed look is a key trend for this summer. However, our research shows that an astonishing 70 per cent of fake tanners get the look wrong, with the top three sins being using the incorrect product for their desired colour, applying too much product and topping up too often.*
"This one-of-a-kind chart is the first on the high street and is available in our Beauty Halls nationwide to encourage a healthy glow, whilst avoiding the dreaded orange."
Debenhams has seen fake tan sales soar by 64 per cent in the run up to summer, with brands such as St Tropez tan, Fake Bake, Clarins, Lancaster Sun, Xen Tan and Famous Dave's proving extremely popular.
Stern concluded, "Customers can visit our Beauty Halls and with the help of our consultants use our handy little charts to compare a range of tanning options.
"We even have products such as the St Tropez tan remover on hand, to help customers who are more 'orange sinners' than 'bronzed winners' to ensure they fake it fabulously this summer."
Notes to editors
*1000 people surveyed online in June 2010 as part of Debenhams' ongoing customer research.
Debenhams is a leading department stores group, and has a strong presence in key product categories including women's fashion, with day dresses, shoes, bikinis, jeans, men's clothing, home ware, make-up, health and beauty, accessories, perfume, lingerie and children's wear.
Best-selling brands at Debenhams include Fake Bake, St Tropez tan, Xen-Tan, Chanel, Lancaster, Famous Dave's, Natio, Benefit, Guerlain, Elemis, bareMinerals, Piz Buin, Tantastic, Estee Lauder and Dior.
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