Reframing a Brand To Rise Above a Declining Category

Faced with multiple challenges, Palm Beach Tan® needed to change the way consumers felt about them. A total brand refresh propelled them out of decline and into growth mode.

CLIENT: Palm Beach Tan

Reframing a Brand To Rise Above a Declining Category

Faced with multiple challenges, Palm Beach Tan® needed to change the way consumers felt about them. A total brand refresh propelled them out of decline and into growth mode.

CLIENT: Palm Beach Tan

Challenge

Facing downward market trends, fewer discretionary dollars and ongoing concerns around UV exposure, tanning was a category in decline. Palm Beach Tan needed to evolve the perception of tanning so they could stop competing on price, increase their margins and start growing.

Solution

We reframed the brand and elevated it out of negative tanning stereotypes into the beauty and fashion category. The brand refresh hinged on the positioning line “A better shade of you,” which taps into an emotional benefit. It’s the idea that feeling good about your appearance gives you the confidence to be your best self.

Powered by a new content strategy and a data-driven integrated marketing approach, Palm Beach Tan emerged fresh, sophisticated, vibrant and relevant. New brand visuals evoke authenticity, relying on natural photography and contemporary design elements, carefully avoiding tanning clichés. Customers reacted positively to the new brand, which translated to real results in the salons.

Results _______

600%

increase in spend per
member

400%

increase in member
lifetime value

55%

increase in monthly member activity

Be our next success story.

Be our next
success story.

Related stories _______

Graphic showing various symbols related to digital communication
Using Integrated Media Plans To Drive Retail Success

See how our full-funnel approach to integrated media planning led to positive results for Palm Beach Tan across all customer traffic metrics, including increases in total lifetime value, in-store traffic and spend per member.

Two women standing in front of van and surfboards take a selfie
How Social Media Can Bring a Retail Brand to Life

We used social media to bring real business value to Palm Beach Tan, reaching new prospects, changing perceptions, deepening loyalty and increasing store traffic.