We approached mostly women's fashion stores, due to the product's target being mainly women who are fashion aware and hence worried about their tan-line.The stores' shop windows faced the street and direct sunlight; if they displayed mannequins in bikinis or bathing suits, all of them had irregular red stains from too much sun. All except one, which kept its normal 'flesh' coloured skin.The link between the normal mannequin and the product was established by a poster placed right next to it, that read:'Sun protection never goes out of fashion.Ambre SolaireGarnier. Take care.'