Vita Liberata pHenomenal 2-3 Week Tan Mousse is enjoying a boom in sales thanks to a starring role on the big screen.
The mousse, which has been the “the number 1 selling self-tan product in the Vita Liberata range” around the world since its launch in 2011, was used to give Bradley Cooper a rugged look in his role as a cowboy-rockstar in A Star is Born.
On October 5, the same day the highly-anticipated film was released in the US and two weeks ahead of its release in Australia, Cooper’s Oscar winning makeup artist Ve Neill revealed the secret to his rugged transformation for the role to Refinery29.
“I tanned him every day,” she said.
“I had him do full-body [spray] tans every other week, then every morning I would re-tan him in the chair [with the Vita Liberata pHenomenal 2-3 Week Tan Mousse].”
Since then the makeup artist’s revelation has been reported on numerous news and social media pages around the world as well as Vita Liberta’s own Facebook and Instagram pages in the UK, US and Australia ‒ and sales of the self-tanner have skyrocketed.
Shannon Earls, general manager of Encore Beauty (the distributor of Vita Liberata in Australia) said sales of the self-tanner had increased “by over ten times in the last two months” – although some of the increase could also be attributed to the brand’s recent launch into Adore Beauty.
She said the Vita Liberata pHenomenal 2-3 Week Tan Mousse has been a consistent success for the Irish brand since its launch as it is “a super-fast drying tanning mousse that develops over 4-8 hours that lasts up to two to three weeks”.
Available in three shades (fair, medium and dark), the tanner, which needs to be applied two to three days in a row for optimum results, is made from certified organic ingredients and has no self-tan smell.
Earls stressed that although Bradley Cooper has garnered the most publicity for the Irish brand, he was not the first, and is unlikely to be the last, celebrity to enjoy its long lasting glow.
“There are a huge number of celebrities that love Vita Liberata,”she says.
“Some of our long-time celebrity fans include Sophia Vergara, Emma Watson, Alicia Keys, Hailey Baldwin and Ashley Graham while the latest VIPs and celebrities to wear Vita Liberata include Lily Aldridge, Catherine Zeta Jones, Kim Kardashian, Lea Michele, Vanessa Hudgens, Sarah Hyland and Bebe Rexha.”