Revolver will aim to get wider feature and news coverage for the brand beyond the beauty pages.
It will position the brand as aspirational by linking it to key events, celebrities and fashion agendas. It will also work to distance the brand from the idea that fake tan looks orange.
Karen Heras-Kelly, PR director at Revolver, said: ‘Our task is to widen the appeal of St Tropez. The campaign will adopt a myth-busting element designed to focus on how St Tropez can be used to produce naturally glamorous skin.’
Revolver will work alongside St Tropez’s existing agency Calthrop PR. The six-figure account was won following a three-way pitch.