The word 'fake' generally has negative connotations hence 'faux,' when referring to leather.
Take Stella McCartney who does amazing shoes and bags that aren’t leather. Imagine if people were saying ‘fake leather shoes,’ or ‘fake leather bags?’ She’d be really cross. And the perception of this whole area of beauty has to change. I am crusading because we’ve heard from our customer base, and from retailers, that they love our products, it changes their lives…
How is St. Tropez responsible for increased self-esteem in customers?
A lot of cancer patients write us the most amazing letters saying:‘it sounds really ridiculous, but you’ve helped me feel and get better, because after chemotherapy I looked terrible.’ People can’t go into the sun, as well, after chemotherapy. And we’ve made them look in the mirror and think ‘I don’t look that bad.’ We had a letter from a lady this week and, because she had written to me so heart felt-ly, I wroteback saying how glad I was that we’ve had this opportunity to help her, and I sent her all our products. St. Tropez is such a positive product. I have worked on incredible world-class brands, but this is going to change people’s lives. And therefore I do feel really passionate that we have to dissuade, and work with the media to move away from the term ‘fake.’
Fake tan would imply that a tan is better than getting a good skin finish from something that actually is not going to give you cancer?
This is true; it implies that it is less good. And the sun is better for you. I think what is interesting is there is a bit of a ‘fake debate.’ There has been a real backlash in the fashion industry about fakes. Fakes have affected business in fashion. And we are a fashion brand. So I do think that it is important that we talk about self-tan and skin finishing.
When you did the Roksanda show during London Fashion Week, last season, you did the spray on black models…
Yes, it is amazing on any skin type. The hardest thing to accept is that people think black skin doesn’t tan. Every human skin, if it was to go into the sunshine, changes. Our products give you the same effect as if the sun has warmed you. It makes your skin react as if you have personally been in the sunshine. It is not one block colour. So whether you are black, Asian, Indian…. it will change your skin tone and lift its colour. As naturally as if you were in the sun - you can own your own tan and create a bespoke healthy colour. It is owning it, not faking it.
How and why is St. Tropez different from other businesses in the same category?
Some might be different but the principle is similar. I don’t want to disrespect other companies as I think there is – usually – a place for everybody. But I think we do achieve the best results and the best colour. And we are building on that now by producing even better products:different kinds of finishes on the skin. That means you don’t have to just ‘go for a tan.’ A new product we have gives you a purple-y hue that brightens the skin - almost solarises it. So we are looking at different effects, textures and ways in which you can change the way you look with your skin.
Are there any other new and exciting products available?
Yes, we’ve got the Wash Off product, which again gives you a beautiful colour and makes you glow. But it washes off the next day, or the same evening, so you don’t have to commit to a week. We are also bringing out a series of illuminators as new products at the back-end of summer, so we are constantly moving on with a variety of skin finishes and ensuring people feel ‘real’ and ‘natural’, not fake..
Talking about changing people’s perceptions, have you made any head way on that? And how will you continue?
Yes, we definitely have. Again, it is starting with the taste makers.We have a lot of people saying that St. Tropez is a really quick fix that makes them look great. I think opinions are changing. We have come along way in two years, but I am not going to stop because I think it is the future of make-up.
“Two years ago designers would not have entertained the idea of spray tanning their models, before sending them out on the catwalk,” says Simon Chilvers, Assistant Fashion Editor at The Guardian. St. Tropez provided immaculate skin finishing at four major London Fashion Week spring/summer 2010 shows, and their involvement will continue.
Public perception of a ‘self-tan’ being un cool (a stigma devised through association with WAGS and glamour models), is dispelled by the immaculate skin finish – whether it be a tan, glow or iridescent gleamachieved by St. Tropez. This has been helped by the media finally appreciating the product; and celebrities, fashion designers and customers all hankering after that ‘bespoke tan’ that is not in any way fake, or un cool – but real and cool.