Jean Paul Mist-on Tanning
Product Innovation
GSC has extensive experience of introducing new, innovative products and services, working closely with clients to create the market, fuel anticipation and ensure longevity for the brand.
The Brief
Jean Paul Mist-On Tanning, an innovative self-tanning system that had already seen success within a health and aesthetic context in the US under the name of Dr Laughlin’s Mist-On Tanning, wanted to launch its product in the UK and build a distinct brand personality in the media.
The Challenge
GSC worked with Jean Paul Mist-On Tanning to feed the trend for self-tanning in the UK market, introducing an unprecedented new self-tanning phenomenon – the 60 second streak free self-tan. |
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The Solution
Targeting trade and consumer publications, the campaign focused on educating the market about the speed, convenience and high quality results in order to encourage salons to purchase the system and to build a loyal set of customers for the salons. Prior to the UK launch, GSC organised a press trip to Dublin for key UK beauty editors to try Jean Paul Mist-On Tanning and encourage magazine summer feature placement. Once a system was installed in London, a press day was co-ordinated for beauty editors and columnists from consumer publications, with attendance from key publications such as Vogue, Tatler, Marie Claire, Red, Arena, Harpers and Queen, Company and Cosmopolitan. Regional press days were undertaken as and when units where installed in the regions.
The Results
Over an initial 6 months period, media coverage was diverse and extensive with over 50 pieces of coverage in key national and regional newspapers as well as men’s and women’s consumer magazines. As well as product placement within general tanning features, in which Jean Paul Mist-On Tanning often received highest scores, a high proportion of coverage was feature style pieces with photography. Coverage to date includes several pieces in The Daily Mail, The Telegraph Magazine, The Guardian Weekend Magazine, M Magazine, ES, Now, Hello, InStyle and Eve as well as inclusion on This Morning show. Regional launches were highly successful gaining coverage in over 90% of target publications as well as broadcast coverage e.g. Scottish Television, which directly led to the sale of 6 units in Scotland. Total reach to date is more than 20,105,718.
In a short period of time and with limited numbers of units available across the UK, the campaign successfully established Jean Paul Mist-On Tanning as leading the trend for a new generation of self tanning with superior technology and results. Jean Paul Mist-On Tanning now has a loyal set of customers including high profile opinion formers such as Elle MacPherson, Sadie Frost, Kate Moss and Claudia Winkleman. |
