Fake tan sales are down by a fifth as the trend sparked by The Only Way Is Essex (Towie) wears off, according to new data.
There was a 12.7 pc drop in the quantity of fake tan products bought last year compared with 2011 and a 20.8pc drop on the amount spent, said Kantar Worldpanel.
It is a stark contrast to 2009 and 2010, when reality TV shows such as Towie and Geordie Shore boosted sales for fake tan products.
Ashley Anzie, consumer analyst at Kantar Worldpanel, said: "We have seen the big impact of programmes like Towie and Jersey Shore in beauty products, which has led to an increase in salon-type services such as fake tan.
The data, which looked at 30,000 households in the UK, also showed the effect of last summer's wet weather, which stopped people from showing off bare skin.
Mr Anzie said: "The decline in artificial tans over the past year has been a result of the bad weather and the lack of new products in the market. Surprisingly, when we experience poor weather women are less likely to want to use tanning products."