Traditional self-tan lotions took around 30 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.