Iris Case Studies Revamping St Tropez's Brand Image: An IoT Case Study

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	Revamping St Tropez's Brand Image: An IoT Case Study Iris

Revamping St Tropez's Brand Image: An IoT Case Study

Iris

Applicable Functions	Sales & Marketing
Use Cases	Counterfeit Product Identification
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Functions

Sales & Marketing

Use Cases

Counterfeit Product Identification

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.

About 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.

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.

Impact #1	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.

Impact #1

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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Overview

Revamping St Tropez's Brand Image: An IoT Case Study

Operational Impact