Kate Moss is the new face of St Tropez, the self-tanning brand, leading its first global advertising campaign.
Two shots have been released: one of Moss in a white, one-piece swimsuit, and another in the nude.
The campaign will be in print and online, and appear in point-of-sale materials from summer 2013. St Tropez is also encouraging users to use the hashtag offtosttropez on Twitter for a prize draw, which will include a holiday.
The company has also issued a how-to video on how to get Moss’s tan in the campaign. Says Nichola Joss, St Tropez’s global tanning and skin-finishing expert, ‘To achieve Kate’s pool-side bronze for the shoot, the St Tropez Self Tan Bronzing Mousse applied with a St Tropez Applicator Mitt gives a natural-looking, streak-free result with a flawless finish. St Tropez Powder Bronzer perfects the look with a beautiful contoured effect and enhances the natural shape of Kate’s body.’
The iconic supermodel says she has used the St Tropez brand since its inception.
Michelle Feeney, CEO of PZ Cussons Beauty, the owner of St Tropez, said in a release, ‘As a global beauty brand with a heritage in tanning, St Tropez is now in 18 countries and women from Rio to LA are seeking the benefits of safe tanning. Kate’s fashion icon status is important to us but now her growing number of beauty campaigns proves that her appeal as a beauty icon resonates with confident women across all age groups globally.’