All these tans come from the same production line....Think about it....It's like Kellogg cornflakes versus Tesco brand. Same cornflakes but marketing and branding isn't invested in. Marketing taps into the psyche of the consumer and makes them think if something is hyped about, looks pretty and sold through the likes of endorsement (influencers in this day and age) then it must be good! Oldest trick in the book, psychologically driven the Lidl tan is prob made beside soseagulls tan and the likes!