Brand Advertising Strategy

Despite women enjoying the feel-good that comes with a natural glow, the self-tan category still struggles to shake off negative stereotypes. 

So, to earn relevance with the modern self-tanning audience, St Tropez challenged us to redefine what their brand stood for and disrupt the category. 

Introducing, You Set the Tone. A campaign crafted to reshape the industry from fake to fierce. 

To bring the self-tanning category closer to the progressive world of beauty, we contested the stigmas of self-tanning, one great glow at a time. 

Self-tanning isn’t something to be ashamed of. Or something that should be saved for special occasions. It’s a smarter way to look and feel great – all year round. 

Many self-tanners shy away from owning their glow, for fear of being seen as ‘fake’ or ‘shallow’. But, ‘You Set The Tone’ aims to empower women to own their tan with pride, through bold statements and confident tanners.

The campaign went live through-the-line in May 2018. Key channels include 30” VOD, Social, Influencers, Glamour Editorial Partnership, In-store & e-retailers.