Iris > 实例探究 > 重塑晒黑行业：“你定调”活动

重塑晒黑行业：“你定调”活动

适用功能

销售与市场营销

用例

假冒产品识别

关于客户

圣特罗佩

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挑战

尽管女性享受自然光泽带来的良好感觉，但晒黑类别仍然难以摆脱负面刻板印象。

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解决方案

为了赢得现代自晒黑受众的关注，圣特罗佩要求我们重新定义他们的品牌所代表的含义并颠覆该类别。介绍，你定下基调。一场旨在重塑该行业从虚假到激烈的活动。为了让晒黑类别更接近进步的美容世界，我们对晒黑的耻辱提出了质疑，一次一次焕发出巨大的光泽。自晒黑并不是什么羞耻的事情。或者应该为特殊场合保存的东西。这是让您全年看起来和感觉都很棒的更明智的方式。许多晒黑者都回避拥有自己的光泽，因为担心被视为“假”或“肤浅”。但是，“You Set The Tone”旨在通过大胆的声明和自信的晒黑师，让女性能够自豪地拥有自己的晒黑皮肤。

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运营影响

The 'You Set The Tone' campaign was a strategic move by St Tropez to redefine its brand image and disrupt the self-tanning category. By contesting the stigmas associated with self-tanning and promoting it as a smart way to look and feel great all year round, the brand was able to bring the self-tanning category closer to the progressive world of beauty. The campaign also empowered women to own their tan with pride, which was a significant shift from the previous perception of self-tanning as 'fake' or 'shallow'. This strategic repositioning of the brand helped St Tropez to earn relevance with the modern self-tanning audience and reshape the industry's perception.

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