In 2015, 4 Beauty Group were looking to reposition their Tantastic tanning product, a range aimed at a younger audience of tanners. This audience is a typically cynical group, not easily influenced by traditional marketing and it was vital, ahead of any brand work commencing, that we fully understood their motivations in order to communicate with relevance. This market is also highly competitive so our packaging design had to stand out on shelf.
Research groups were conducted in key UK cities to explore, in depth, audience motivations, their attitudes to tanning and what appealed to them within the products competitor set. We took key research insights into the brand development process, which shaped the proposition, packaging design and onward messaging. This project involved brand positioning, packaging design, POS and marketing collateral for both online and offline environments. The brand, which was launched in April 2016, elevates the product to a more premium positioning which was a key objective of the brief and we look forward to supporting the Client in the onward roll out and implementation phases.