St Tropez: new revolution of fake tan goes on sale

It’s been reported as revolutionising the sunless tanning experience, with models Kate Moss and Poppy Delevingne, and a growing list of celebrities already fans. The very latest St Tropez product hitting the shelves this summer is far removed from the frequently messy and inconvenient methods a lot of people associate with applying fake tan.

St Tropez Gradual Tan in Shower Lotion is designed for use in the shower as a gel delivering a light coverage in just three minutes, which can be gradually built up over time. The market research behind it was driven by consumers who want the end result to be a natural, sun-kissed “holiday” look. The company hopes to appeal to the 80% of people in the UK who don’t use fake tanning products and are put off by traditional applications and high maintenance that tanning demands.

The key ingredient in sunless tanning – DHA – has been engineered to activate on contact with wet skin. After using standard shower gel to cleanse, the directions for use of the new St Tropez gel are to turn off the water, lather the product onto wet skin and leave for three minutes before washing off. The colour then develops evenly over eight hours, without the risk of staining towels, clothing or bed sheets.

Kate Moss, the brand’s ambassador said: “St Tropez Gradual Tan in Shower Lotion couldn’t be easier to use and there’s no need to wait around for hours – in the three minutes that it takes to work, I just comb through my conditioner, before washing it off. And as it builds in colour you can use it daily; you don’t go from pale to bronzed instantly, it just gives you a subtle hint of colour and a healthy glow, which I love.”

Established in 1996, St Tropez has become the go-to in self-tanning, and now corners 30% of the industry’s overall market share; the brand’s most popular version of the formula, the bronzing mousse sells every minute from outlets across the world. Gradual Tan has been launched exclusively for sale at Boots at £14.50 and is anticipated to be a best seller in the coming months.

Emma Pugh