Supermodel Kate Moss has single-handedly helped fake tan lotion St Tropez to 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 part of her rumoured seven-figure deal.
The resulting publicity had an immediate impact on sales, brand owner PZ Cussons has said.
"Kate has certainly been a great help," said Cussons' finance director, Brandon Leigh.
But Moss was hired to push the brand internationally, he added: "We've had a great response already in places like Brazil and the US. Kate is an international star."
Profits for the last financial year will be in line with expectations, Cussons said yesterday, suggesting a rise from £92m to about £105m.