St. Tropez launches new in-shower tanning lotion with campaign from Southpaw

Kate Moss is St Tropez’s global brand ambassador.

St. Tropez has unveiled the launch marketing campaign for its new Gradual Tan In Shower lotion.

Developed by creative communications agency Southpaw, the new campaign imagery features St Tropez’s global brand ambassador, Kate Moss, while the campaign messaging focuses on the product’s ease-of-use and the confidence that comes with a sun-kissed glow.

Jacquie Burchell, global marketing and product development director at St. Tropez brand owner PZ Cussons, said: “We wanted to launch our revolutionary In Shower self-tanning lotion with real impact through engaging video assets.”

Tom Poynter, group managing director of Southpaw, said: “The campaign aims to inspire those who may have had a bad experience in the past with self-tanning products, by building awareness of the key features of this innovative in-shower product, while driving deeper engagement and education through a series of ‘Vox Pops’ and ‘How To’ videos.”

The campaign launched earlier this month and is currently running across press, online, social and in-store.

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