We’re extremely excited to share our new marketing launch campaign for St. Tropez, launching an innovative product that is set to disrupt the tanning category with a UK first In Shower lotion.
St.Tropez’s new Gradual Tan In Shower lotion is revolutionary in the self-tanning world, developing in just 3 minutes, providing a much more convenient way to tan.
We’ve been working with St.Tropez to deliver a launch strategy and creative idea to drive awareness of this innovative product. Using the iconic face of St Tropez’s global brand ambassador, Kate Moss, we have built on the success of the brand’s previous campaigns, whilst giving a fresh look from previous St.Tropez comms.
To do this, we created a campaign that focusses on not only the ease of using the new product, but the confidence that comes when you have a sun-kissed looking glow.
“We wanted 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, whilst driving deeper engagement and education through a series of Vox Pops and How To videos.” - Tom Poynter, Group Managing Director, Southpaw.
“Southpaw proved they were a strong partner in delivering a strategic and creative response to help us launch our new In Shower lotion to market with impact, whilst communicating the ease of using our new product, through engaging video assets.” Jacquie Burchell, Global Marketing & Product Development Director, PZ Cussons
The campaign officially launched on 14th June and is running across key media, including Press, Online, Social Media and In Store.