St Tropez has launched a new tanning app. The St Tropez Tan Finder acts a diagnostic tool to help new and existing customers find the best tanning product for their particular needs.
St Tropez worked with Haygarth, a creative agency, to create the app. Users are offered a “wardrobe of choice” comprising St Tropez’s full range of products including self tan, gradual tan and instant tan.
The app is available online and will be promoted in a series of social media posts. Users can browse through content, answering three short, image-led questions to help them find the products best suited to their needs. The app uses a unique algorithm to recommend products and offers a click to buy link to order the suggested product online.
The app also offers how-to videos for each product to help make the “virtual” tanning process easier. Results from the app can be shared on social networks to help friends and followers find their ultimate tan as well.
The brand says that 45% of online luxury beauty purchases are directly influenced by interaction within the digital environment. It is now aiming to capitalise on the increasing influence of social media, and particularly Instagram, using the app.
Global sales of self tan are expect to grow 13% by 2018, and St Tropez believes education will be a key driver for this growth as well as visual drivers on social networks. The brand’s Instagram account is growing at a rate of around 1,000 new followers each week.
Steve Rogers, Haygarth’s Executive Creative Director, said: “Because we designed the Tan Finder to behave as a single-screen app, we removed the usual overhead of a mobile website, allowing us to optimise responsiveness and maximise screen real-estate. So from social media app, into diagnostic tool, and through to tailored result – with all important links out to purchase – we’ve created a seamless experience that feels like a fluid extension of the native social platforms, without ever taking the audience too far away from where they started.”
The St Tropez Tan Finder is currently being promoted on St Tropez’s online print and media campaigns to maximise consumer engagement.
Jacqueline Burchell, St.Tropez Global Marketing & Product Development Director, added: “As the global leading tanning brand, we know how important it is for every St.Tropez customer to achieve their ultimate tan, whatever the occasion. That’s exactly why we’ve used innovative social technology to create the St.Tropez Tan Finder. Twenty years of experience in the industry has taught us how important innovation is – not just for our award-winning product range – but also by using new technology as it’s developed to keep us at the top.”
