The sun is shining for Cussons, thanks to Kate

Kate Moss has helped fake tan lotion St Tropez shrug off the dismal weather and increase sales since she became the “face and body” of the brand a month ago.

The supermodel posed naked in publicity shots as a part of a rumoured seven-figure deal. The publicity had an immediate impact on sales, brand owner PZ Cussons said today. “Kate has certainly been a great help,” said finance director Brandon Leigh.

However, although Britain is a key market, Moss was hired to push the brand internationally, he added. “We’ve had a great response already in places such as Brazil and the US.”

Cussons said profits for the last financial year would be in line with expectations, suggesting a rise from £92 million to about £105 million.

While the casual observer might expect wind, rain and cold to be good for self-tanning paint, sales benefit from sunny weather as people strip down to flesh-baring T-shirts and skirts.