St. Tropez: The Ultimate in Luxury Self-Tan

By: Felicia C. Sullivan

The last time my face saw a flush of color was on a Florida beach in 1994. I draped myself on a towel, dabbed SPF 15 on my arms and legs, and proceeded to blissfully doze under the midday sun. This may sound picturesque until I woke a few hours later, headed inside, and started wailing from the sunburn and the deep, sharp pain it caused. Idiotically, I neglected the importance of sunscreen and its consistent reapplication, and SPF 15 wasn’t going to cut it for a girl who resembles Morticia from the Addams Family on her better days.

That was 1994: the year of Felicia the Red Lobster. The year I purchased a boxful of Noxzema and Calamine and saw little relief. Since then, I don’t leave my house without sunscreen, and I rarely sunbathe. I resemble a corpse and I accept this. I never conceived of a fake tan simply because I had seen orange-hued victims prance around the office; we all knew about the cancer-inducing tanning beds and lotions that turned the soles of your feet carrot. That is, until I discovered the cult brand that is St. Tropez.

With premiere global distribution in salons and exclusive department stores, sales nearing $200MM, and an evolving market where sales of gradual-tan moisturizers outpace regular moisturizers, St. Tropez is poised for brand repositioning and expansion in 2009. Fresh photography for marketing purposes, celeb testimonials (St. Tropez is the official tan of Dancing With the Stars, and is used by A-listers such as Gwyneth Paltrow and Cate Blanchett), sophisticated product technology, and a sleek repackaging are elements of the iconic brand’s makeover.

However, at the core of its business, St. Tropez is focused on offering its discerning customers the best tanning solution possible by upgrading and improving their four product lines: Tan Optimizers, Self-Tanning, Gradual/Everyday Tan, and Tan Enhancers. Starting April 2009, the Self Tan collection and Everyday collection will contain patented Aromaguard? technology, which is a blend of fragrance ingredients that banishes the ubiquitous self-tanning odor by at least 70%.  This cutting-edge technology has effectively removed one of the biggest hurdles from self-tanning and is set to once again, revolutionize the market. And as consumers become increasingly aware of the dangers of UV tanning and have incorporated sunless tanning products into their beauty regimen, St. Tropez has adapted to the increasing demand, adding guide color and green pigments to ensure a rich, even, natural-looking tan.

St. Tropez will continue on their path of educating and beautifying the consumer via their mini-spa concept in major department stores, where professionals will tailor, apply, and educated you about your tan and how to use the products at home. New product launches include a new complete repackage of the line, the aforementioned Aromaguard? technology , Tan Optimizing line (removal wipes, body butter, and shower cream) in April, and a luxurious cosmetics line in May (bronzing crème and powder), which will compliment your self-tan.

But do the products work at the spa and, more importantly, at home? At a recent trip to Haven Spa (http://www.havensoho.com) in New York, I had no idea what to expect; I entered pale and skeptical. Ludmilla, my tanning specialist, assuaged my fears as I stood nervous in a paper g-string. We decided that I would have a lighter look (one spray down) for my face and darker for the rest of my body (two spray downs). I was polished, moisturized (more so on the dryer spots like my elbows and nail beds), and sprayed. Within ten minutes, I was Fiji. At an event later that evening, I fielded questions about tropical vacations and weight loss. And although I was slightly uncomfortable with a bronzed complexion, I’ve never seen my legs look so healthy! But that’s me, I guess, a reveler of the disconnects.

After a week the tan faded and I decided to apply color at home. It’s an easy-breezy three-step process. 

• Step One: Body Polisher ($13 for a 8fl oz bottle): prepares and exfoliates the skin.
• Step Two: Body Moisturizer with L-Tyrosine ($12 for a 8fl oz bottle): moisturizes the skin and prevents tan oversaturation.
• Step Three: Instant Self-Tanning Mousse ($30 for a 4fl oz bottle): has a super-lightweight, velvety texture that delivers an ultra-even, all-over tan. It dries instantly to avoid streaking. Apply the mousse to your palm and cover all areas from head to toe. Wait until your skin has dried before getting dressed and wait four hours for your tan to fully develop.

And although an expert didn’t create my tan, I was pleased with instant, healthy glow!

Notes: Before you tan, don’t add deodorant, make-up, or any perfumes to your body. Additionally, as the tan will seep into your clothing on the first day (the products are completely machine-washable), wear your painter’s clothes. Don’t shower on the first day. Also, for the first two days don’t exfoliate, and pat yourself dry after showering. This will ensure your tan is even will fade accordingly.

Comments

[generic viagra]

My skin got tanned. So i have irregular skin tone/color. I want my original color back in my hands, toes, face and neck by using natural items. Advertised products give no solution. Is there any effective thing/solution for tan?

[Suzie]

I love and live by St Tropez. I have been using it for years and couldnt be happier. It doesnt give me the streaky orange color or the nasty sweaty smell that basic store bought tanners gave. Also, I live in AZ so its soooo dry out here and so not only does St Tropez give me a beautiful deep tan but it also moisturizes my skin like no other. Its a little messy to use but give it one day of trying and you will be pleasantly suprised.

[Sally So]

I love St Trooez but as its winter now I won't be baring any skin til spring time