What Happened to Fake Bake UK

What Happened to Fake Bake UK?

With the collapse of UK distributor Fake Bake United Ltd in 2021 and a manufacturing fire in Oklahoma destroying inventory, the company was forced to withdraw from the UK market.

Sandra McClumpha started her firm out of her bedroom in 2001 when she brought Fake Bake to the UK.

As an early innovator in the self-tanning market, Fake Bake has made an everlasting imprint on those who value a healthy, radiant glow. The brand’s fast rise to prominence following its mid-1990s introduction is well documented. 

However, in 2021, Fake Bake UK ran across problems that forced it out of business. 

Fake Bake United Ltd. went bankrupt, and a fire at the company’s Oklahoma plant wiped out the company’s inventory, thus the company had to temporarily suspend production.

French Beauty Expert, a well-established distribution organisation, came up to manage the professional distribution of Fake Bake in the UK in the face of hesitation and scepticism from salons and customers. 

French Beauty Expert began the resuscitation process by relaunching the cherished Fake Bake Darker Tan, with a goal of reintroducing the brand to the professional market. 

Plans to bring back the 60-Minute Express Tan and spray machines are also set to debut in 2023. 

During the rebranding and reformulation process, Fake Bake took great care to adhere to ethical and sustainable business practises while also meeting the requirements of the new DHA rules.

This article dives into the history of Fake Bake UK, from its unceremonious disappearance from shelves to its upcoming, hopefully successful return at the hands of French Beauty Expert. It delves into the struggles endured, the tactics used to win back consumers’ trust, and the steps taken to reestablish Fake Bake as the UK’s go-to tanning brand.

The Unforeseen Departure from the UK Market

The Unforeseen Departure from the UK Market

Fake Bake UK withdrew from the market in 2021 after encountering unforeseen difficulties. Uncertainty and interruption in the brand’s distribution network resulted from the collapse of its former distributor, Fake Bake United Ltd. 

At the same time, a disastrous fire at its Oklahoma facility destroyed its stock, adding even more difficulty to the situation. 

These events sent shockwaves across the supply chain, leading to a stockout and distribution problem for the company.

As a result of the turbulence, both salons and customers were hesitant to re-establish their relationships with the Fake Bake brand. 

The previously dominant self-tanning brand was at a crossroads, with the fate of its name and business in the balance.

French Beauty Expert – A Ray of Hope

The resurrection of Fake Bake UK started when French Beauty Expert was brought in to help. The first stage was the reintroduction of Fake Bake Darker Tan, a fan-favorite tanning lotion lauded for its realistic colour and shimmering sheen. This was an attempt to revive interest in the Fake Bake brand and restore the company’s footing in the marketplace.

Complying with New DHA Regulations

The chemical dihydroxyacetone (DHA) is crucial to the self-tanning process. Melanoidins, the pigments responsible for the transient tan, are produced when DHA reacts with amino acids on the skin’s surface via the Maillard reaction. 

Fake Bake reformulated their goods to meet DHA standards and protect its customers in light of recent legislation.

Fake Bake executed the reformulation process with diligence since it understood the significance of DHA. Regaining customers’ faith required strict adherence to the new DHA requirements. 

Fake Bake’s goal was to continue its tradition of providing a tan that is both safe and effective, and it did so by using a carefully formulated product that follows all applicable industry requirements.

Fake Bake saw the need to integrate with the shifting beauty business environment, which includes a greater emphasis on ethical and sustainable practises. Consumers are placing a higher value on brands that are committed to ethical sourcing and sustainable business practises.

In response, Fake Bake has prioritised transparency in its supply chain and ethical sourcing of its ingredients. To guarantee that its tanning products adhere to the standards of cruelty-free and paraben-free formulas, the firm collaborated closely with its suppliers and partners.

The company also took steps towards more eco-friendly packaging in an effort to lessen its overall carbon footprint. Fake Bake knew the importance of eco-friendly packaging in the cosmetics sector and set out to make a more sustainable product.

In response, Fake Bake has prioritised transparency in its supply chain and ethical sourcing of its ingredients. To guarantee that its tanning products adhere to the standards of cruelty-free and paraben-free formulas, the firm collaborated closely with its suppliers and partners.

Restoring Consumer Trust and Confidence

Fake Bake’s success was predicated on regaining the trust of its clientele. Salon operators wanted assurances that the famous self-tanning brand will live up to its name before restocking it.

The concerns voiced by salons have been addressed by Nicola Fisher, CEO of French Beauty Expert. She stressed Fake Bake’s widespread renown as a means to an excellent tan.

 The salons were told that if they gave the brand another try, they would experience the same high quality they had in the past.

With the purpose of raising brand awareness, Fake Bake worked with celebrity ambassadors and sponsored events like the National Television Awards. By leveraging the power of well-known figures in the cosmetics sector and the public eye, these collaborations helped bring Fake Bake back to a wider audience.

James Harknett, a celebrity tanner and winner of several awards, has recently joined Fake Bake as a global design consultant and brand ambassador. With James’s significant industry experience and fame, the corporation sought to increase the product’s reputation and appeal.

Cooperating with Scent Global for Consumer Retail Distribution

Fake Bake collaborated with Scent Global to handle retail distribution, while French Beauty Expert was in charge of professional sales. The two businesses collaborated to boost the number of stores that stock Fake Bake.

Fake Bake sought out Scent Global’s retail distribution expertise in order to reintroduce its products to UK beauty buffs and customers.

Toast PR and the Fake Bake Form Marketing Partnership

To aid with Fake Bake’s revival in the UK, the company hired Toast PR, a Manchester-based PR agency. Toast PR was contracted by Fake Bake to handle their public relations efforts. This includes things like news conferences, press releases, relationships with influential people, and sponsorship deals.

Using its extensive network and knowledge of the cosmetics industry, Toast PR was tasked with revitalising Fake Bake’s brand image and creating enthusiasm about its return. To promote Fake Bake’s retail relaunch, Toast PR orchestrated press and influencer campaigns in key cities like Glasgow, Manchester, and London.

The fact that several celebrities, including as Gal Gadot, Amy Schumer, Ruby Rose, Vicky Pattison, and Catherine Tyldesley, are Fake Bake devotees was also used to the company’s benefit.

As I said before, after a factory fire in Oklahoma destroyed inventory in 2021 and the UK distributor Fake Bake United Ltd went bankrupt the following year, the business decided to stop selling in the UK.

Final Verdict

Fake Bake UK’s journey from an abrupt exit to a hopeful rebirth under French Beauty Expert is a testament to its durability and versatility. Fake Bake showed its commitment to regaining its position in the tanning industry by relaunching its iconic products. Complying with new standards, embracing ethical and sustainable practises, and collaborating with experts and celebrities.

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