St Tropez: the latest cop-out

I’m getting really sick and tired of these people that prance about pretending to have dramatic lives for a living, going on to get signed up as the face/legs/skin/boobs of a brand. Don’t get me wrong, I love a bit of reality telly purely for the fact it makes me giggle at how bad it is. The characters in Made in Chelsea don’t even live in Chelsea (they in fact live in Covent Garden, Putney and Hammersmith) so they have to hang around by Chelsea street signs on the phone telling people “I’m in Chelsea dah-ling.” You’re not kidding me that the cast of TOWIE all hang around Sugarhut on a Sunday evening drinking cocktails without being paid either. It’s one thing to sort of follow the lives of these superficial wallies, but who made the decision to actually use these people to make us buy products?

Millie Mackintosh (the really, really whiney one from Made in Chelsea) has just been signed up by St Tropez. I love the tanning brand and it’s the first product I ever use on my legs to get a golden glow, so I’ve always had a soft spot for it. To me it’s all about luxurious French beaches and long-limbed tanned anonymous girls, not wannabee reality telly stars who pretend to ‘work’ at a magazine. (Come on, nobody believes you do anything at Glamour Millie – and your mates would never be allowed to rock up and pilfer through the fashion closet in a million years.) I’m putting it out there… Millie makes me want to put St Tropez back on the shelf and pick up a bottle of Soltan. There’s no way this girl actually used St Tropez before she was handed a wedge of cash to say she does – her tan is from Dubai baby. I think it’s about time brands stopped looking for quick fixes, the latest trends or new faces and started focusing on giving us great products, at great prices that they’re proud to put their name to. What do you think?



  1. Sheree Milli
    May 7, 2012 / 11:42 am

    I'm inclined to agree here. Gabriella is the face of Pro-activ… I mean… what?! America gets Katy Perry.hmmm.x

  2. Lulu B
    May 7, 2012 / 12:17 pm

    Couldnt agree more. I get fed-up of brands jumping on the next reality tv band wagon just to boost sales! x

  3. Milly
    May 7, 2012 / 1:48 pm

    I have no problems with celebrity advertising, if they pick the right celeb. And in this case, they haven't. I just don't get all these shows that are basically about people who have no discernible talent, and just live their lives – albeit in a scripted manner. I just don't get it…I find my life more interesting than theirs, can I have a TV show too please?! x

  4. Lauren Baker
    May 7, 2012 / 2:36 pm

    Ugh, she's been everywhere lately. She clearly loves being the face of things, including Lipsy, Umberto Giannini and NOW St Tropez? I completely agree with you, I don't like it one bit. xx

  5. Anonymous
    May 7, 2012 / 5:04 pm

    With the greatest respect, because I love your blog, you have previously reviewed Lauren's Way tan stuff and gave us the 'exclusive' on Gabriella being the face of Proactiv; what has made you hate this hook up? Realistically Millie is at least as qualified to promote products as the former two women. Whilst it wouldn't make me buy the product I think you saying it would make you not buy it is a bit silly given your previous support of reality tv stars' promotions on your site. We're all entitled to our opinions though!

  6. London Beauty Queen
    May 7, 2012 / 6:54 pm

    Dear Anon.Valid points raised, and here are my reasons behind those two posts you reference. 1. Lauren's Way tan is not an endorsement, but an actual product launch by someone who just happens to be in a reality show. A very different thing altogether, especially when the tan itself is one of the best available at the moment. I fully believe this range will stand the test of time and exist long after Lauren gets booted off TOWIE. 2. Gabriella Ellis gave me an exclusive interview which I would be stupid to turn down. She retweeted my post, therefore exposing me to new readers, and doubling my hits in 24hrs. Proactiv is also a brand I've supported throughout the 2yrs of LBQ and one I fully believe works. Gabriella was a random choice, in my opinion, but for the two reasons outlined above I chose to take the opportunity. The example of St Tropez is just silly use of a celebrity that has bugger all to do with the brand. They don't need 'celeb' endorsements because the products are great. For me, it cheapens the brand and the offering and alienates the customer base they've built up at the expense of getting a few reality-tv-lovers into the brand. Hope that makes sense.

  7. Lizzie
    May 7, 2012 / 7:10 pm

    Interesting post. Perhaps brands should be more careful about the people they choose? But having said that even an 'unusual' choice will get people talking. (E.g Proactiv.) I can see where you're coming from but the person in the ad has never turned me on or off a product to be honest. I'm more interested in product reviews etc…I can see why they do it, if someone offered me loads of money to promote a product I wouldn't turn it down! 😉 Sadly I don't think that'll happpen anytime soon…

  8. sweetest_potato
    May 7, 2012 / 7:59 pm

    I couldn't agree more. It's like that advert with Jennifer Lopez driving a Fiat 500. As if Jennifer drives herself anywhere. Celebrity endorsements make absolutely no difference to me. Especially ones that feature people with no discernible talent. If I buy a product it's because I think it's good, not because Zooey Deschanel tells me too. @photographamy

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