Revamping St Tropez's Brand Image: An IoT Case Study
Applicable Functions
- Sales & Marketing
Use Cases
- Counterfeit Product Identification
About The Customer
The customer in this case study is St Tropez, a leading brand in the self-tanning industry. The brand is known for its high-quality self-tanning products that provide a natural glow. However, despite the popularity of self-tanning among women, the brand was struggling to overcome the negative stereotypes associated with the category. The perception of self-tanning as 'fake' or 'shallow' was a significant barrier to the brand's growth and acceptance among its target audience. St Tropez needed to redefine its image and disrupt the category to gain relevance with the modern self-tanning audience.
The Challenge
St Tropez, a renowned self-tanning brand, was facing a significant challenge in the market. Despite the popularity of self-tanning among women, the category was struggling to overcome negative stereotypes. The perception of self-tanning as 'fake' or 'shallow' was a significant barrier to the brand's growth and acceptance among its target audience. The brand needed to redefine its image and disrupt the category to gain relevance with the modern self-tanning audience. The challenge was to reshape the industry's perception from 'fake' to 'fierce' and bring the self-tanning category closer to the progressive world of beauty. The brand also aimed to contest the stigmas associated with self-tanning and encourage women to embrace their glow with pride.
The Solution
To address this challenge, St Tropez launched a campaign called 'You Set The Tone'. The campaign was designed to empower women to own their tan with pride, through bold statements and confident tanners. The idea was to promote self-tanning as a smart way to look and feel great all year round, rather than something to be saved for special occasions or to be ashamed of. The campaign aimed to reshape the industry's perception and bring the self-tanning category closer to the progressive world of beauty. The campaign was launched in May 2018 and was promoted through various channels including 30” VOD, Social, Influencers, Glamour Editorial Partnership, In-store & e-retailers.
Operational Impact
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