By  on April 3, 2009

LONDON — Michelle Feeney is glowing — and it’s not because of the plethora of self-tanning products she haphazardly tested on her arms earlier in the afternoon. The beauty executive is keyed up as she believes the overhaul of tanning brand St. Tropez, which she has spearheaded since 2007, is starting to deliver perceptible results.

“We’re a proper brand now,” Feeney said, gesturing to revamped product packaging and upcoming product launches. And the changes aren’t just visible. “When I first came to the brand I did a study and asked what were the issues we need to improve to make our products great for our customers,” she recalled. “Smell was one of the major drawbacks. It was a barrier to purchase.”

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