Over the next five weeks the Spraycation roadshow will visit shopping centres in London, Manchester, Dublin, Birmingham and Glasgow, kicking off at Westfield White City on 15 June.
The campaign will offer a choice of spray tans inside a classic white beach hut, a VIP consultation and the chance to relax on branded deck chairs and sun loungers, while listening to a live ambient DJ set.
St Tropez hopes to reach more than one million consumers via the campaign.
Louisa O’Connor, Logistik Group project manager, says: "The Spraycation experience has everything it needs to attract consumers: music, high level branding, a build structure with impact, complementary samples, expert advice and approachable staff. The live experience has been designed to create a real buzz and excitement around the St Tropez brand and enable it to win new customers’'.
Naomi Shooman, head of brand development at St Tropez, added: "This summer really is all about enjoying the best of British, so whatever the weather St Tropez is bringing rays of faux golden sunshine to the UK and Ireland."
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