May 13, 2021

St. Tropez Embraces Social Media, Prepares to Unveil Thea, the Chat Bot

LONDON — St. Tropez is innovating — and getting ever more social — as it continues to build market share in the U.S. and worldwide.
The self-tan brand, which is headquartered and developed in the U.K., will in July launch its first tanning bot, a “glowfessional” called Thea whose job is to dole out advice over Facebook using augmented reality technology.
St. Tropez said it’s the first self-tan brand to use the bot, which will allow users to “try on” their perfect tan by sharing a selfie with Thea. The bot will be able to demonstrate, via Facebook Messenger, what any given shade will look like on the customer’s skin.
In an interview, Jacqueline Burchell, svp, marketing and product development at St. Tropez’s parent PZ Cussons Beauty, said the company is “thinking broadly” in terms of innovation and stepping up its social media engagement with the aim of educating, informing and entertaining.
“We realize our customers are on these channels and, working with independent experts, we have recently created a series of Facebook Live chats called Studio Glow that allows us to reach a wider audience, which has garnered great results to date,” said Burchell.
She was discussing the innovations shortly before St. Tropez scooped a prize for

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