St.Tropez names Ashley Graham as global brand ambassador

Iconic tanning brand St.Tropez has named supermodel and entrepreneur Ashley Graham as its new global brand ambassador.

In her new role, Graham will lend her influential voice to the brand’s ‘You set the tone’ campaign, which encourages everyone to feel good, embrace their individuality and glow with confidence.

Now in its third year, this campaign nods not only to St.Tropez’s award-winning wardrobe of skincare-inspired products for an easy-to-use natural looking tan, tailored to every skin type, tone and beauty regime, but also encapsulates the uplifting feeling of having a glow.

Graham will lead the large-scale social and digital-first global campaign with the rest of the global tanning tribe of celebrity fans, tanning experts, influencers, professionals and social communities.

Jacqueline Burchell, St.Tropez’s Global EVP of Marketing & Product Development says: “We’re absolutely thrilled that Ashley Graham has chosen to work with us. We’ve been long-time fans of her positive spirit and motivational work to raise confidence and self-belief in everyone across the world. Ashley has an authentic accessibility that appeals to many globally; she’s a busy working mum, a successful business woman and a natural beauty who many truly admire. St.Tropez and Ashley share the same ethos and attitude so we’re so excited to bring such a positive energy to our brand and ultimately our customers, at a time that needs it most.”

Graham adds: “St.Tropez has always been my trusted go-to for a healthy, natural-looking tan, and I love that the products make it easy and quick to have a natural looking glow year round. But for me, it’s not just about glowing skin – having a golden glow on the outside also gives me confidence on the inside. I feel like I can take on the world with a tan! I couldn’t be more proud to partner with St.Tropez to kick off a brighter tone for 2021.”


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