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This is certainly not the first time we have seen British supermodel in her birthday suit, but  definitely one of the sexiest as she becomes the self-tanning brand’s first-ever face — and body — for its debut global ad campaign that launched today.

Sølve Sundsbø shot Moss — who’s wearing nothing but her St. Tropez tan — in a north London studio. The $4 million campaign, whose tag line is “The Ultimate Tan,” was styled by Katy England, with hair and makeup by Sam McKnight and Val Garland. Nichola Joss did the tanning for St. Tropez.

“Kate’s a girl’s girl who is recognized as cool. She resonates with customers worldwide,” said Michelle Feeney, chief executive officer of PZ Cussons Beauty, a division of the publicly quoted personal care company.

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One of the big messages the company wants to telegraph is that St. Tropez is more about healthy skin care and enhancement — rather than the pursuit of unnaturally dark colour.

“It works on all skin tones, has antiaging properties and it’s safe to use,” said Feeney, adding that the bad smell once associated with self-tanning products is gone forever thanks to advances in technology.

Moss said she was excited to be working with St. Tropez: “I’ve been using the products since they started, and it’s really a trustworthy, cool brand.”

The ads will run in the July issues of titles including W, Allure and Cosmopolitan in the U.K. and the U.S.; Teen Vogue, British Vogue, Grazia, Elle U.K. and the free London fashion magazine Stylist. It will appear across all platforms, including print, digital and point of sale.

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