This month sees global leading tanning brand St.Tropez launch Thea, a ‘glowfessional’ whose aim is to educate consumers on tanning and help them across the skin tone spectrum discover their ultimate tan—on the go. Thea is another industry first for St.Tropez as she will be the first Facebook Chat Bot in tanning. Designed to offer advice in real time and combining the instantaneous of a Messenger Bot with customer service for a truly personalised St.Tropez tanning consultation, Thea’s recommendations might involve the best regime plan for bridal tanning or a single product for a last-minute invitation. Whatever the consumer need or occasion, Thea will have it covered from the brand’s wardrobe of choice. In three simple steps, Thea tries to understand from the consumer the following: the amount of prep time they have available; their desired shade (healthy glow, golden tan or dark); and the occasion they have in mind (a wedding, party, date, holiday, or every day). A straight forward diagnosis is then supplied to help any anxious or confused tanner make an informed decision on products that will achieve natural looking tanning results.

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