PZ Cussons-owned St. Tropez has launched a Facebook Messenger-based chat bot to offer real-time, personalized tanning consultations to consumers.

Affectionately named Thea, after the Greek goddess of light and mother of the sun, this ‘glowfessional’ can offer advice on everything from bridal tanning regimes to last-minute color-boosts. Thea will make product recommendations based on the amount of time each user has available, their desired shade and the occasion.

In time, Thea will also boast an integrated tan mirror powered by augmented reality, allowing consumers to ‘try before they buy’.

“We’re harnessing innovation and technology in a bid to seriously step up our social media engagement and help educate, inform and entertain consumers on self-tanning,” said Jacqueline Burchell, St. Tropez Global Marketing and Product Development Director. “We realise our St. Tropez consumers are on these channels and with even more intelligent technology coming via augmented reality, we hope to encourage users to ‘try on’ their perfect tan by sharing a selfie with Thea. The bot will be able to demonstrate, via Facebook Messenger, what any given shade will look like on their skin, which in turn will narrow the search for their ultimate tan.”