Paris Hilton launches debut self-tanning line with Tan-Luxe

By Alessandro Carrara | Published: 22-Apr-2024

A viral TikTok video sees Hilton discussing a tagline for her new self-tanning collection with an artificial intelligence (AI) version of herself

Paris Hilton has launched a tongue-in-cheek campaign to promote her debut self-tanning collection with Tan-Luxe. 

The TikTok video sees Hilton discussing a tagline for her new The Future Airbrush 360 Self-Tan Mist with an artificial intelligence (AI) version of herself.

A third version of Hilton sent from 20 years into the future then teleports into the room, helping the pair finalise the product’s catchphrase: “The future looks good on you”.

The TikTok was viewed 175,000 times within 24 hours, and Tan-Luxe said the campaign video was the culmination of nearly a year of collaborative work with Hilton.

“From ideation to formulation, Paris and the Tan-Luxe team worked tirelessly to create an iconic product that embodies the essence of luxury, innovation, and flawless tanning,” the brand said in a statement.

Tan-Luxe was created by Future Beauty Labs CEO and founder Marc Elrick, who also made a cameo appearance in the advert.

“For our first-ever celebrity collaboration, Paris was the ideal choice,” said Elrick.

“She has always been ahead of the curve, whether that be inventing the selfie back in the early 2000s, or, more recently, trailblazing in the Web3 space.”

The new tanning mist is designed to provide a sun-kissed glow if left on for one hour, a golden tan for two hours or a deep bronze for four hours.

It has been formulated with the brand’s patented Triple Tan+ technology, which features a glycerin and red algae extract.

A Hydra-Boost Complex has also been used in the formula to support vitamin D stimulation and increase hydration.

The launch has been paired with a new Luxe Tanning Mitt created using plant-based fibres and anti-microbial technology.

“I’ve been spray tanning for over 20 years and I’ve tried every formula on the market to perfect my glow,” said Paris Hilton.

“I knew I’d found my match when I tried Tan-Luxe’s clear formulas.

“That’s why I’ve partnered with Tan-Luxe to create the easiest-to-use, longest-lasting, and most hydrating tan ever,” Paris added.

“And I would know, since I’m the Queen of Tanning.” 

Hilton is the latest celebrity to be tapped for a new trend of comedic and irreverent marketing campaigns in 2024. 

This was most recently seen with CeraVe launching a guerilla marketing stunt with Hollywood actor Michael Cera in January.

In a viral TikTok video, influencer Haley Kalil, a CeraVe brand partner, “spotted” the Canadian film star at a pharmacy placing stickers of his face on CeraVe cream bottles.

The video was revealed to be a teaser for the L’Oréal-owned brand’s first Super Bowl campaign.

Actor Owen Wilson was also appointed as California Naturals’ as the new 'Chief Shampoo Officer' this year.

He created a 'get ready with me' style TikTok video to promote the brand’s range, which offered a humorous take on the actor's typical morning and hair care routine.


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