Golden is Ours

Creative agency Fold7 unveils a new, ultra-luxury brand platform for the iconic self-tanning brand St.Tropez. This campaign reinforces and celebrates St.Tropez's position as the original, innovative and leading premium brand in the self-tanning category. Loved globally by experts, professionals and consumers alike.

St.Tropez has partnered with the agency for the first time to carve out a distinctive positioning in a saturated market. Fold7 won the account without a pitch through the strength of its established relationship with parent company, PZ Cussons.

According to an Advanced Dermatology study, 50% of individuals believe appearance plays a defining role in our lives. Moreover, 99% of people* globally, dedicate at least 10 minutes daily to enhancing their beauty, with skincare emerging as the top beauty investment for women in America.

With the new platform by Fold7, St.Tropez aims to debunk the myth that luminous, healthy-looking skin is a luxury reserved solely for the elite. Instead, the brand asserts that achieving the coveted "quiet luxury" aesthetic is within reach for all, courtesy of its luxury self-tan solutions.

The campaign, featuring St.Tropez brand ambassador Ashley Graham, comprises a social media video series in which Graham exudes confidence and power, radiating the signature St.Tropez golden glow.

Photography and director duo, The Masons, renowned for their work with brands like Pandora and Stella McCartney, have lent their expertise to the campaign, with production by Odelay Films. Their use of natural light and celebration of skin's inherent textures imbue the visuals with an ultra-luxurious aesthetic, showcasing both the product's quality and its ability to create the ideal canvas for any occasion.