St.Tropez: The violet mousse that had beauty lovers counting down.
St.Tropez asked us to promote its new Express Mousse and Purity Face Mist, and to position it as the fail-safe tanning brand of choice. We chose seven creators from a database of more than 10,000, wrote each one a bespoke brief and took over the St.Tropez socials with a teaser, a countdown and the formats beauty lovers can't resist. The launch generated 12.3M views across paid and organic.
Results at a glance
12.3M views across paid and organic.
22.2% paid VTR on TikTok.
23.56% paid VTR on Instagram.
A new mousse to launch. A younger fanbase to win.
St.Tropez had two products to land: the new Express Mousse and the Purity Face Mist. Beyond the launch itself, the brand wanted to be seen as the fail-safe tanning brand of choice. That meant keeping its existing fans engaged, bringing a younger Gen Z audience in and owning the violet tanning conversation, across both organic and paid social.
Engage St.Tropez's existing audience and recruit a younger Gen Z fanbase around the launch of the new Express Mousse.
Own the violet tanning conversation on social and position St.Tropez as the fail-safe tanning brand of choice.
Easy to apply, hard to scroll past.
A new tanning formula lives or dies on how easy it is to get right. So we built everything around showing the application and the result, on creator channels and on St.Tropez's own.
01
The insights
Beauty lovers have favourite formats, and they keep coming back to them: ASMR, swatches, before and afters. Each one lets people judge a product with their own eyes, and with a tan, seeing the application and the finish counts for more than any claim on a bottle. Violet tanning was a conversation St.Tropez wanted to own, and an easy-to-apply formula gave creators something worth filming from the first pump to the final result.
02
The strategy
We tapped into our database of more than 10,000 creators and narrowed it down to seven key opinion leaders suited to the campaign's objectives. Their content ran alongside a second workstream on St.Tropez's own channels, with organic and paid working together.
Seven creators, seven briefs
Each creator got a bespoke brief built around the easy-to-apply formula, with results designed to stop the scroll.
Paid boost on TikTok
We boosted every creator post to new audiences across TikTok, so the content travelled well beyond the creators' own followers.
Brand channel takeover
We took over the St.Tropez socials, opening with a teaser and building suspense with a countdown to the “NEW glow-up secret”. Once the mousse was out, we kept feeds full of ASMR, swatches and before and afters.
Campfire services on this project
03
The impact
The launch generated 12.3M views across paid and organic, and the paid content held attention, with a VTR of 22.2% on TikTok and 23.56% on Instagram. On the St.Tropez channels, the teaser and countdown did their job before anything was revealed, with followers zooming in on posts to work out what was coming. Once the Express Mousse landed, the comments moved from guessing to buying. One follower was “Ordering mine on the Superdrug app now”, and another summed it up in three words: “I NEED IT!!!”