The glowing appearance of Royal Wedding sisters Kate and Pippa Middleton sent sales of fake tan 'soaring', according to Debenhams.
The chain revealed the afternoon of the Royal Wedding Day on April 29 saw fake tan flying off the shelves with sales up 219% compared with the same day last year.
Sales the following day were almost as high, as shoppers, which Debenhams claim were inspired by the wedding highlights on TV, boosted sales by 200%.
There is speculation as to how the Middletons achieved their sun-kissed looks, from Kate's natural glow to Pippa's golden tone, with professionally applied artificial self tan assumed to be the reason.
Sara Stern, beauty director at Debenhams, said: "You simply can't underestimate the impact that Kate and Pippa will have on the beauty industry.
"Already streams of wannabe princesses have been flooding into our stores looking to achieve their healthy, groomed look.
"In particular, Kate's more subtle shade of tan is perfect for big occasions such as weddings."
Debenhams has said its in-store tanning experts have been 'inundated' with phone calls.
It has also had in-store queries about tan-etiquette - how to look your very best at a wedding without over-shadowing the bride or scaring off the best man.
Ms Stern said: "Take inspiration from the new Duchess of Cambridge and embrace bronzing powders and highlighters to create definition and enhancement - a look that will dazzle from Westminster Abbey to Gretna Green."