Photos: St. Tropez Revolutionizes the Self Tanning Industry with New Breakthrough...

Photos: St. Tropez Revolutionizes the Self Tanning Industry with New
Breakthrough Technology

NEW YORK, April 20 /PRNewswire/ -- St. Tropez introduces one of the biggest
breakthroughs to hit the sunless tanning industry in the last decade -- an
exclusive new technology that reduces the distinctive smell by a minimum of 70
percent.

To view the Multimedia News Release go to:
http://www.prnewswire.com/mnr/sttropeztan/37871/

(Photo: http://www.newscom.com/cgi-bin/prnh/20090420/NY01181 )

Known by top celebrities, fashion and beauty insiders as the leading tanning
and skin finishing brand, St. Tropez will again revolutionize the sector with
the launch of its new Aromaguard(TM) fragrance technology. Launching
exclusively in all St. Tropez Core Tanning and Gradual Tan/Everyday products
this month, Aromaguard(TM) effectively removes the biggest complaint about
self tanning for millions of women and men around the globe.

St. Tropez has built its reputation on providing the highest quality tanning
and skin perfecting products for use at home and in top spas. Their collection
includes a range of finishes and formulas that can achieve any look, from the
modern 'no tan-tan' with a subtle glow, to a classic, bronzed color. The added
inclusion of new Aromaguard(TM) technology further elevates the entire St.
Tropez experience by making fans feel, look and smell beautiful.

To create this breakthrough, chemists first addressed the cause of the odor,
the chemical reaction between DHA -- the active ingredient in all self tanning
products -- and the proteins on the outer surface of the skin. It is this
reaction that causes the bronzing effect and produces the distinctive 'wet
biscuit' smell that until now was the price you paid for a beautiful glow.
Depending on each person's individual chemistry, the odor can vary in
intensity and duration, making this the single biggest reason why some forgo a
safe, sunless tan.

Understanding the nature of this odor allows the cutting edge fragrance
technology in Aromaguard(TM) to virtually eliminate this smell, allowing a
targeted counteractant fragrance to be added to create a more luxurious
self-tan experience. Only a refreshingly exhilarating fragrance blend, bespoke
to each person's skin, is left behind.

"As a leading tanning brand, product performance and personal experience are
of paramount importance, so we were aware there was still room for improvement
when it came to how the product smelled on the skin. We're delighted to
introduce Aromaguard(TM) technology in all of our St. Tropez self tanning
products, ensuring everyone can look, feel and smell great while achieving a
naturally glamorous look." Michelle Feeney, CEO of St. Tropez.

For more information, including a list of exclusive salon retailers in the
United States, log on to www.sttropeztan.com.

SOURCE St. Tropez

Andrea Leonarz of BOLD PR, +1-646-214-5727, ext. 101,
andrea@boldpublicrelations.com, for St. Tropez