'I won't leave the house without fake tan'
Donna Ledwidge (opposite, right) is a beauty therapist and co-creator of Wow Brown self-tan.
"To be honest, I probably created Wow Brown for myself because I am one of those Irish people who just can't take a tan. Traditional fake tan doesn't develop well on Irish skin -- our skin is thinner and we have a reddy-pink undertone so trying to get a golden glow rather than an orange one used to be difficult.
"I would wear it all year round. It's as big a part of the average beauty routine now as putting on make-up. You feel slimmer, your cellulite looks better when you're tanned. I wouldn't leave the house without it.
"We don't spray tan anyone under 16 -- we want to let girls be girls -- but they are always going to get a bottle from somewhere.
"Our salon is in Donnybrook (Dublin 4) so we get to see all the girls marching up to Wesley disco every Friday night, wearing the Ugg boots, the blonde hair and lashings of fake tan. It's like a uniform now and I think it's here to stay."