In a dazzling move, creative agency Fold7 unveils an ultra-luxury brand platform for the iconic self-tanning powerhouse, St.Tropez. This campaign not only reinforces but celebrates St.Tropez’s standing as the original, innovative, and leading premium brand in the self-tanning realm. Loved globally by experts, professionals, and consumers alike, St.Tropez sets a golden standard in the beauty industry.
For the first time, St.Tropez has joined forces with Fold7 to carve out a distinct position in a market brimming with competition. Fold7 clinched the account without a pitch, leveraging its strong rapport with parent company PZ Cussons.
According to a study by Advanced Dermatology, 50% of individuals believe appearance plays a defining role in our lives. Moreover, a staggering 99% of people globally dedicate at least 10 minutes daily to enhancing their beauty, with skincare topping the list of beauty investments for women in America.
With Fold7’s new platform, St.Tropez aims to dispel the notion 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 well within reach for everyone, courtesy of its luxury self-tan solutions.
The campaign, featuring the radiant St.Tropez brand ambassador Ashley Graham, unfolds through a captivating social media video series where Graham exudes confidence and power, showcasing the signature St.Tropez golden glow.
Renowned photography and director duo, The Masons, celebrated for their work with prestigious brands like Pandora and Stella McCartney, have lent their expertise to the campaign, with production by Odelay Films. Their adept use of natural light and celebration of skin’s innate textures imbue the visuals with an ultra-luxurious allure, highlighting both the product’s quality and its ability to create the perfect canvas for any occasion.
Titled ‘Golden is Ours’, this professional campaign made its grand debut in the United States in February 2024, spearheaded by ad agency Fold7. Positioned within the Beauty industry, this Film medium campaign stands as a testament to St.Tropez’s commitment to elevating self-tanning to an unparalleled realm of luxury and sophistication.
