Traditionally the world of self tan advertising was one of beautiful but emotionless bronzed bodies. Until Xen-Tan.
With every other brand focusing purely on the physical, users craved one that understood how self tanning made them feel.
So, under the guidance of my Head of Copy,
I helped develop a campaign that celebrated the happy confidence that women experienced when they had the perfect tan - capturing a glow that was evident both inside and out.
Rolled out across press, POS and digital, it was a whole new identity for the brand.