Paris Hilton has created a new self tanner for body, in partnership with self-tanning brand Tan-Luxe.
The Future includes Tan-Luxe’s new Triple Tan+ technology — a blend of glycerin and erythrulose, which boasts a claim of lasting at least 10 days from a single application — in addition to a peptide complex and a blend of humectants. It also includes a scent Hilton developed, called Pink Sands, which has notes of cassis, violet and white leather.Though she was an early adopter of the spray tan, Hilton insisted that sparking the trend didn’t happen intentionally.
“I’m an expert on getting tanned, but Tan-Luxe are the experts in tanning products,” she said. “We put our creative minds together to come up with what we think is the future of tanning.” It was her expertise in the category that attracted Tan-Luxe. “We asked Paris what her dream product would be, because she loves the category and has been tanning for 20 years,” said, Tan-Luxe’s chief executive officer and founder. “Now, she’s a busy mom and would love to do something once a week instead of twice. She’s always been ahead of the curve, whether it be inventing the selfie in the early 2000s or trailblazing in the metaverse.
The product is housed in a pink canister, accompanied by a pink tanning mit, “my signature color,” Hilton said. That carries over to the campaign, which Hilton’s company
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