“We’re ‘The Little Engine That Could,’” said Michelle Feeney, chief executive officer of St. Tropez. If the Nottingham, England-based tanning brand is going full steam ahead, to a large extent it’s likely thanks to Feeney, who has headed the company since 2007. In her tenure, she has revamped the brand’s packaging and communication. In addition, Feeney has tapped AromaGuard technology to conquer one of the issues, which impedes customer takeup of self-tanning products — namely the distinctive odor of DHA tanning agent. She also aims to stake St. Tropez’s claim in the naturals arena this year.
Expansion plans for the brand include increasing distribution in the U.K. when it begins rolling out to Sainsbury’s supermarket stores at the end of the month. Plans are also in the works to broaden the brand’s footprint internationally. “Business is absolutely fantastic,” said Feeney. Under Feeney’s command the brand has moved from a purely tanning-oriented line to an expanding portfolio of products, which now includes makeup. “We’re accelerating into a true beauty brand with a heritage in tanning,” she said, adding the brand has a packed pipeline of new product in the works for this year.