Self-tanning brand St.Tropez has conducted a survey that revealed one in three women across the UK are being shamed for fake tanning, and nearly half confess to judging another woman for wearing it. These findings have motivated the brand's campaign, You Set The Tone. 

The campaign aims to highlight that tanning is more about how you feel than how you look and is also a way to empower women to feel more confident. St.Tropez is pledging to give women the tools to feel confident, look glowing and make tan-shaming for bad application a thing of the past with a series of game-changing developments. 

Following the success of St.Tropez's Purity Bronzing Water Gel, which was released in February, the brand has more releases planned for 2019. These include a Tan Remover Mousse and a fragrance duo, Self Tan Watermelon Infusion Bronzing Mousse and Gradual Tan Watermelon Moisture Miracles Body Lotion. 

You Set The Tone will be supported over summer across digital and social platforms, including the brand's first video-on-demand campaign, which can be seen at youtube.com.