St. Tropez are leaders in market, but to cement that position they needed to be more accessible to the two segments of audience who aren’t currently engaged with the brand. ‘Tan Virgins’, who are intimidated by fake tan and worried about looking streaky, orange or unnatural and ‘Busy Consumers’, who have little time to fake tan and therefore need something that can fit into their daily routine.
We helped St. Tropez disrupt the tanning category with their new product launch for their innovative In Shower lotion by creating a launch strategy and creative idea that focussed on not only the ease of using the new product, but the confidence that comes when you have a sun-kissed looking glow.
To educate consumers about how to use this innovative product, our in-house content team created a detailed ‘How To’ video.
We created a series of press ads that embodied the essence of St Tropez, using Kate Moss as the iconic face of the brand.
We created Vox Pop videos to share real life reviews of the products to gain consumer trust.
Rich media formats allowed us to play video content on sites including Mail-Online and boots e-tail site.
“Southpaw proved they were a strong partner in delivering a strategic and creative response which helped us launch our new In-Shower product to market with impact.”
Global Marketing & Product Development Director / PZ Cussons