Premium Tanning Brand St. Tropez, in partnership with creative agency Cult, have hosted the worlds first TikTok beauty festival, #GLOWFEST. Over the course of four days, viewers were able to tune in live on TikTok for exclusive tanning and skincare masterclasses to celebrate the launch of St.Tropez’s latest releases, Tan Tonic Glow Drops and Luxe Whipped Creme mousse.

The online Festival provided real-time and on-demand tips and tricks, tutorials, live Q&A’s and expert advice. The line-up included; St.Tropez’ Global Brand Ambassador Ashley Graham, skincare guru Hyram, and MUA Glamzilla. Anyone who wants to catch the highlights of the events can do so at #GLOWFEST on TikTok.

With a 2019 study by IAB finding that 87 per cent of consumers were inspired to make a purchase by an influencer, St.Tropez has leveraged this insight, offering consumers an easy and accessible way to discover products, and receive on-demand advice, tips and valuable education from creators they trust, in real time, while shopping exclusive offers ahead of the summer season.

“We’re thrilled to be kick starting our season with the launch of GLOWFEST; a concept that has allowed the TikTok community to discover our products through the creators they know and love with on-demand, real-time advice they crave,” said Tessa Taylor, Acting Global Head of Brand at St. Tropez. “It’s been a great way to demonstrate the versatility of our products whilst giving customers the simple tools they need to glow with confidence in their own homes.”