Traditional self tan lotions took around thirty minutes to dry. That meant a lot of standing around in odd positions trying not to smudge and smear your skin to get the perfect finish. Because Piz Buin's self tan foam dries in around five minutes LogicLogicMagic® allowed us to ridicule the competition creating names for all the awkward poses you previously had to adopt to achieve an even tan. Sales rose by an unprecedented 1200% whilst the campaign was on air.