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Paris Hilton — the self-identified queen of self-tanning — has taken on a well-recognized class for her newest magnificence collaboration.
The multihyphenate has teamed up with Tan-Luxe on a self tanner for physique, referred to as The Future, which debuts Sunday at Ulta Magnificence and on the retail big’s web site for $49.
The Future contains Tan-Luxe’s new Triple Tan+ expertise — a mix of glycerin and erythrulose, which boasts a declare of lasting not less than 10 days from a single utility — along with a peptide advanced and a mix of humectants. It additionally features a scent Hilton developed, referred to as Pink Sands, which has notes of cassis, violet and white leather-based.
Although she was an early adopter of the spray tan, Hilton insisted that sparking the pattern didn’t occur deliberately. “So many tendencies I began had been performed in an natural, possible way. They had been simply issues I cherished,” she mentioned in an interview with WWD. “My mother all the time taught me to remain out of the solar, and that’s why I found spray tans. Now, now we have a product that has such a phenomenal coloration, actually works and is like placing on skincare that makes you tan.”
Hilton mentioned she had used Tan-Luxe merchandise for just a few years earlier than being approached for a collaboration.
“I’m an skilled on getting tanned, however Tan-Luxe are the specialists in tanning merchandise,” she mentioned. “We put our artistic minds collectively to give you what we predict is the way forward for tanning.”
Hilton was nodding to the product’s myriad advantages, from its lasting energy to hydration and collagen stimulation. “It’s very completely different from every other product traces on the market for tanning,” she mentioned.
It was her experience within the class that attracted Tan-Luxe. “We requested Paris what her dream product could be, as a result of she loves the class and has been tanning for 20 years,” mentioned Marc Elrick, Tan-Luxe’s chief govt officer and founder. “Now, she’s a busy mother and would like to do one thing as soon as every week as a substitute of twice. She’s all the time been forward of the curve, whether or not it’s inventing the selfie within the early 2000s or trailblazing within the metaverse.”
Elrick added that it’s Tan-Luxe’s first movie star collaboration, and that he expects it to double the model’s dimension. “Two thirds of our gross sales come from our self-tanning Face Drops, and we predict we will revolutionize physique tanning in the identical means we revolutionized facial tanning with this product. With the analysis, growth and innovation that’s gone into it, we haven’t performed innovation at this stage since we launched facial tanning.”
The product is housed in a pink canister, accompanied by a pink tanning mit, “my signature coloration,” Hilton mentioned. That carries over to the marketing campaign, which Hilton’s firm 11:11 Media, labored on with the model.
“I’m the queen of selling, and this business is so iconic,” Hilton mentioned. “There are three completely different variations of me: AI, current and future in a room collectively. And on set, as a result of the identify of the perfume is Pink Sands, they constructed this desert of pink sand with a stunning sundown background.”
Elrick added that the strategy might be digital-first, along side a strong influencer technique and a launch social gathering in Los Angeles. “We’ve created a marketing campaign that’s iconic, a product that’s iconic and with Paris Hilton, who’s an icon,” he mentioned.
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