Ashley Graham Radiates St. Tropez Signature Golden Glow in Sun Kissed Spot

Creative agency Fold7 unveils a new, ultra-luxury brand platform for the iconic self-tanning brand St.Tropez. This campaign reinforces and celebrates St.Tropez's position as the original, innovative and leading premium brand in the self-tanning category. Loved globally by experts, professionals and consumers alike.

St.Tropez has partnered with the agency for the first time to carve out a distinctive positioning in a saturated market. Fold7 won the account without a pitch through the strength of its established relationship with parent company, PZ Cussons.

According to an Advanced Dermatology study, 50% of individuals believe appearance plays a defining role in our lives. Moreover, 99% of people* globally, dedicate at least 10 minutes daily to enhancing their beauty, with skincare emerging as the top beauty investment for women in America.

With the new platform by Fold7, St.Tropez aims to debunk the myth that luminous, healthy-looking skin is a luxury reserved solely for the elite. Instead, the brand asserts that achieving the coveted 'quiet luxury' aesthetic is within reach for all, courtesy of its luxury self-tan solutions.

The campaign, featuring St.Tropez brand ambassador Ashley Graham, comprises a social media video series in which Graham exudes confidence and power, radiating the signature St.Tropez golden glow.

Photography and director duo, The Masons, renowned for their work with brands like Pandora and Stella McCartney, have lent their expertise to the campaign, with production by Odelay Films. Their use of natural light and celebration of skin's inherent textures imbue the visuals with an ultra-luxurious aesthetic, showcasing both the product's quality and its ability to create the ideal canvas for any occasion. 

Corinne Chant, marketing director for FMCG & Beauty, explains, "With our new brand platform, 'Golden is Ours,' we are going back to the roots of the brand, and reigniting its iconic status as the original and most desired self-tan brand on the market. We are extremely proud of this campaign, and of how our brand ambassador Ashley Graham brings to life the empowered self confidence which St Tropez’s inimitable golden glow brings to every woman’.

Yelena Gaufman, strategy partner at Fold7, adds insight, "Around the world, being beautiful has come to mean looking healthy. Wanting your skin to look like you spend all year summering. We wanted to position St Tropez as the luxury base layer for that golden look. And as the original (and still the best), nobody knows ‘Golden’ like we do"

The campaign launches week commencing 12th February and will run in the US.