Paris Hilton Gets Help From Her AI Version in Tan Luxe Spot

Tan-Luxe has teamed up with Hollywood personality Paris Hilton for an exciting campaign unveiling a new set of products. 

In a 75-second advert, the star gets in touch with Tan-Luxe HQ to create a new tagline for the product launch.

The ask? The beauty brand wants a line similar to Hilton's viral "That's Hot." 

 

 

 

 

 

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A post shared by Paris Hilton (@parishilton)

The heiress gets down to business and summons AI Paris from her closet to help her with brainstorming tagline ideas. 

"We need a new tagline for our new Airbrush 360 Self-Tan Mist," she tells her AI version, touting its easy application, long-lasting effect, and amazing smell.

"What about 'The Future Is So Hot, It's Burning,'" AI Paris suggests, which the original Paris turns down.

Suddenly, we see Future Paris from the year 2064 barge in on the conversation to tell the two that the future of tanning depends on their tagline.

 

 

 

 

 

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"The space-time continuum is so sexy," AI Paris quips. 

After Future Paris pauses for a bit to text (without a phone), AI Paris blurts out, "The Future Looks Good On You," which ultimately became the tagline for the new spray tan. 

"My work here is done," Future Paris says, as the spot ends. 

The campaign, which is Tan-Luxe's first celebrity collaboration, was made by 11:11 Media, an agency that Hilton owns.

Tan-Luxe Unveils New Collection

Tan-Luxe's spot with the "Fame Won't Love You" singer aims to promote its new "The Future Collection," which dropped on Sunday.

The collection consists of a 360 airless self-tanning mister, as well as a pink-colored tanning mitt for seamless blending.

 

 

 

 

 

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Tan-Luxe CEO and Founder Marc Elrick explained that the brand was attracted to Hilton because of her familiarity with spray-tanning products, a trend that she started.

“So many trends I started were done in an organic, real way. They were just things I loved,” Hilton said in a WWD interview.

“My mom always taught me to stay out of the sun, and that’s why I discovered spray tans. Now, we have a product that has such a beautiful color, really works, and is like putting on skincare that makes you tan,” Hilton added.

Elrick also shared that the company had asked Hilton what her dream tanning product would be, given that the influencer used Tan-Luxe products for several years.

"Now, she’s a busy mom and would love to do something once a week instead of twice. She’s always been ahead of the curve, whether it be inventing the selfie in the early 2000s or trailblazing in the metaverse," he said.