Self-tanning disasters are a thing of the past with St Tropez's devine new tan

By Mary- Jane O’Regan

As a self-confessed ‘tanimal’, I was not at all surprised at the recent survey results from one of my favourite and most used tanning brands, St Tropez. The tanning market in Ireland is huge and we have come a long way since instant biscuit tan in a tube that rubbed off on your Mum’s sofa. Everything just feels better when you are bronzed. I live by the rule if you can’t tone it, tan it. There are so many viable tanning textures and tones available from St Tropez that it is now possible to put the “self” in self-tan.

The whole concept of tanning just your arms or ankles has also gone out the window as everyone wants the #Instaperfect glow. You know the “I woke up like this”? The casual shot on the bed of bronzed limbs is now the norm but did you know that there are still people that shy away from self-tan?

Feeling shame can impact negatively on women’s wellbeing, confidence and mental health. A new survey conducted by St. Tropez, has found that shaming can be a very real part of Irish women’s day-to-day life. In Ireland, tanning is commonplace, with 1 in 5 women wearing tan daily and almost half (44%) revealing they’d wear it to dinner.

55% of Irish women admit to judging their fellow females for wearing a sunless tan with 7 out of 10 (68%) women in Limerick admitting to having judged other women who use self-tan specifically compared to just over a half (54%) of women in Dublin.

58% of women who have experienced judging looks and insults say that their confidence was seriously knocked, they went straight home, and they did not wish to leave the house. Whilst 70% of the women surveyed admit a badly applied tan is the number 1 reason, they judge another’s appearance.

I will admit myself to having made the odd mess myself and have scolded myself (not so harshly to be fair) for applying it in a haphazard fashion. And in my years in beauty editorial, it is one of the biggest dilemma’s women face. I always advise quality over quantity. Many women also complain that their partners tease them for the smell and the tan transfer on the bed sheets.


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These insights have led St. Tropez to boldly address the stigmas surrounding self-tanning head-on, with a motivational campaign entitled You Set the Tone, which aims to highlight that tanning is more about how you feel than how you look and a goal of empowering women to feel more confident, every day. Launching April 10, the campaign aims to put the “self” back in self-tan and has the support of Philanthropist and Charity Founder, Katie Piper, as well as an army of brand fans.

Katie said:

“I’m backing St. Tropez’s You Set the Tone campaign as it’s vitally important for women to feel confident in their own skin and with their own bodies, and if a beauty product or regime can help them achieve this, it can only be positive. Every woman has an individual reason for how they wear their make-up or hair and it’s no different with self-tan. Tanning doesn’t just add colour, it can also help to even out skin tone, cover up pigmentation or redness, allow you to wear less makeup or go without heavy foundations. The survey findings show that us women need to be supporting and celebrating each other and finding ways to improve our self-esteem and ultimately, our mental wellbeing”

St. Tropez is pledging to give women across Ireland the tools to feel confident, look glowing and make tan-shaming for bad application a thing of the past with game-changing developments. New St. Tropez Purity Bronzing Water Gel, which sold out within hours of its official launch in February, is a one of a kind innovation, that means no-streaks, no-transfer, no-stickiness and no-fake tan smell, and 88% of users** agree (me included).

Dr. Paul Evans, St. Tropez Innovation & Technology Director, says:

“In developing our St. Tropez Purity Bronzing Water Gel, we knew that poor application and obvious streak marks were non-desirable effects. The gel technology breaks on contact with the skin to release an easily spreadable water texture that results in an even, flawless tan and in our user trials, 85% said they felt more confident with the Gel. It’s easy to use and can be applied at any time of day or night, which we know is ideal for our discerning yet busy consumers.”

Michaella Bolder, St. Tropez Tanning Expert, says:

“Self-tanning can be a bit intimidating and if the main reason women are being judged on their tan is poor application then St. Tropez are doing everything, they can to provide products which are mistake-proof – after all, it’s the safest way to tan.

“Self-tanning technology has come a long way from the orange tones, patchy legs, stained hands perception of the past and whether you’re a novice or regular tanner, there is a product for everyone.

“Tanning isn’t a one look fits all, for some it’s a deep dark bronze but for the majority, it’s a natural, healthy post-holiday glow – but most importantly, it’s one that suits them. It’s empowering to be able to offer women that feeling of confidence and positivity all year round. The Purity Bronzing Water range is so easy to use, it’s virtually impossible to apply it badly. I am proud to be working with a brand that champions women and You Set The Tone is the first step to ending the stigmas associated with tanning for good.”

Enough of the judgement! St. Tropez boldly empowers women to set their own tone.