- ROLE

Creative director

- FOR

St Tropez

- TYPE

Advertising, social content, internal comms

When St Tropez entered the new self-tan market in 1993, it quickly became the #1 brand. But over time, two things chipped away at their success: (1) new brands piled in, driving down price and (2) self-tan became known as ‘fake tan’, synonymous with WAGs and ‘Essex girls’ (sorry, Essex) which moved the whole market, down market. 

St Tropez came to us with a new product that did away with the old negatives of self-tan (the smell, likely to stain everything orange within 100 metres). And the desire to appeal to a new, body-conscious customer. Our ‘You set the tone’ sought to remove the stigma of self-tan and put women firmly in control of the tone of their skin – just as the new St Tropez product did.