the tan that got a facelift.
As the need for sun protection became more apparent, the appeal of Bain de Soleil’s famous “St. Tropez Tan” began to fade. S² worked closely with Merck to reconnect tan-seeking consumers with the brand’s glamorous roots. Inspired by modern cosmetics, the sophisticated new identity has restored the brand to its former glory while attracting
new tanners into the franchise. Viva la St. Tropez tan!