St.Tropez- Glowfest

The Brief

The UK & USA’s most trusted premium tanning brand, St.Tropez, tasked Cult with developing a newsworthy campaign to support its Spring/Summer 2022 launch. Which also needed to position global ambassador Ashley Graham as NEW news for the brand.

What We Did

We launched the world’s first TikTok beauty festival, #GlowFest — a 3 day virtual festival of driving sales through brand-new livestream commerce technology, hosted by Ashley Graham & a lineup of TikTok’s biggest beauty creators, and timed for audiences to participate around the world.

We collaborated with TikTok to understand the platform's latest functionalities surrounding live commerce, so that we could leverage this shoppable element to drive traffic to the GlowFest lives and unlock purchase power for consumers.


With our approach to talent, we wanted to ensure that GlowFest’s cast not only delivered on diversity, but also had a broad appeal by tapping into the variety of potential associations that our target audience might have with the tanning category, and with beauty more generally.

  • +42% increase in followers on St.Tropez’s TikTok account

  • 10% higher ER than industry benchmark

  • 19M views across the four day festival

  • +98% WOW sales uplift at Ulta