St. Tropez are leaders in market, but to cement that position they needed to be more accessible to the two segments of audience who aren’t currently engaged with the brand. ‘Tan Virgins’, who are intimidated by fake tan and worried about looking streaky, orange or unnatural and ‘Busy Consumers’, who have little time to fake tan and therefore need something that can fit into their daily routine.
We helped St. Tropez disrupt the tanning category with their new product launch for their innovative In Shower lotion by creating a launch strategy and creative idea that focussed on not only the ease of using the new product, but the confidence that comes when you have a sun-kissed looking glow.
Genres: Fashion & Beauty, Luxury
Categories: Makeup, Beauty & HealthSouthpaw, 6 years ago