St Tropez is targeting men for the first time with a new campaign, which will break in June issues of glossy fashion and style titles.
The £2m campaign shows a bronzed man and woman staring out to sea. It has been shot by fashion photographer Solve Sundsbo and it aims to show that men can use the tanning brand as well as women.
The ad will appear in men’s style press, including GQ, Men’s Health and Esquire, as well as in women’s fashion titles later this month.
The advertising has been created by Michael Nash Associates and media planning and buying is handled in-house.
The change in direction for St Tropez, comes after the appointment of Estee Lauder global vice president Michelle Feeney as chief executive, earlier this year. Feeney, who worked on Lauder-owned cosmetics brand MAC, was appointed with a view to developing St Tropez’s product portfolio and expanding internationally.