Believe it or not, there was a time when having a tan was in style and the darker, the better. However, 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 Bayer 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!