The challenge

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.

The solution

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.

When selecting our design partner, we needed to be sure they could perform to the highest standard in every aspect of the brand process. From the research phase, through to the development of brand concepts, and to the final implementation stage of bringing the brand to life on shelf, each area had to be maximised in order for the end product to be a success. Working with Brand Etiquette, we have been able to reposition the Tantastic brand with stand out in its category and we look forward to developing the brand story further.

Neil Sherrin
Marketing Manager, 4Beauty Group