I was sitting in the dentist’s this morning with a wide range of ‘women’s’ reading material in front of me and a quick flick through the latest copy of Heat magazine revealed to me that Kelly Osbourne is the new ‘Self-esteem ambassador’ for St Tropez tanning products. What is that sound that happens when a needle scratches across a record? Well imagine it please, as that’s what I felt!
This is wrong on so many levels. Let me spell them out in case it’s not blindingly obvious: that this is a marketing con of the highest and most damaging order.
Firstly, Kelly Osbourne is almost unrecognisable. Apart from being clearly airbrushed to within an inch of her life, in the accompanying promotional photo, with the word ‘self-esteem’ ironically written across her top half, she has also lost about half her body weight.
Secondly, St Tropez makes products which feed on our insecurities and low self-esteem, in order to a) get us buying them in the first place, and b) to become addicted to buying them. This then goes on to secure their giant profits that they make every year.
Thirdly, if you spend £45 on tanning products they will generously give 10 quid to The Prince’s Trust, with whom they are partnering on this self-esteem building mission! I don’t even know where to begin on this, but clearly partnering with a respected organisation, somehow gives them credibility, and takes our attention away from the fact that it’s low self-esteem that makes them profit. Big organisations such as The Prince’s Trust who do such amazing work really need to choose their sponsors more carefully.
Kelly is quoted on the St Tropez website:
“‘Dancing with the Stars’ and having my first ever St Tropez spray tan was a huge confidence booster for me – it helped me to get fit and allowed me to look and feel beautiful from the outside, in. Moreover it also helped me to see that I can achieve anything if I put my mind to it, which was a huge accomplishment for me – I’ve never really been able to finish something I’ve started, and to do so feels amazing.” Finish the reality show or finish the tanning I wonder?
Is it me, or does this statement take us all for fools? It seems to me that the big message here is to get yourself on a reality show, and then get a fake tan, and Bob’s your uncle, everything will be just fine. It’s so misleading, it’s so unrealistic, it is so loaded with messaging and suggestion and it’s targeting young people, in particular women: the very young people that it alleges to be helping.
Please, let us know what you think of it and let’s stop this nonsense in its tracks and challenge it. Self-esteem doesn’t come from tanning, it comes from what is inside. Our confidence to be exactly who we are, no matter how thin or fat or black or white or old or young. It does not come from modelling ourselves on, and striving for, a fantasy femininity which is sold to us through mass marketing and tabloid news stories which reach us unimaginable numbers and in a totally ubiquitous way. But when tackling issues of low self-esteem is sponsored by those that profit from its very existence, then we need to stand up and say that we are not fooled, that we do object to it and that we will fight it.