British tanning brand Rose & Caramel has launched ‘I tan for me’, a campaign designed to raise awareness for women’s self-esteem and mental health.
The social media campaign invites customers to upload before and after tanning photos and share their personal stories of how Rose & Caramel tanning products have helped them to have more self and body confidence. The brand hopes these stories will encourage women to feel confident to be the best versions of themselves they can be.
For each post shared to Rose & Caramel’s social media, the brand will donate £5 to leading mental health charity Mind. Customers can also use code: MIND at checkout on the brand’s website to have Rose & Caramel donate £5 from their orders, to show their support.
The campaign was devised after Rose & Caramel owner and entrepreneur Rosie Greenhalgh was inspired by heart touching stories and photos from customers of how the brand’s products had increased their self-esteem, and remembered how her own love affair with fake tan started at age 11 when her mother allowed her to buy her first bottle to tan her very pale complexion.
Greenhalgh says: “I applied it and woke up extremely brown and went to school the next day feeling the best I had ever felt; I finally felt like I looked good, and all the girls said 'Wow, look at the colour of you!' I didn’t tell a soul it was fake until dinner time and someone on the yard said ‘Oh my God, look at her hands’–. they were bright orange! Luckily even though I was dying inside I managed to laugh it off!! So, I guess that was the start of a lifelong relationship that developed between myself and self-tan.”
The 'I tan for me' campaign will run until 30th November 2020. To read stories from those who have shared or inspired this campaign, visit www.roseandcaramel.co.uk/what-does-fake-tan-mean-to-me.