Propaganda unveils new marketing campaign for Xen-Tan.

Strategic and creative agency Propaganda has unveiled a new marketing campaign for premium self-tanning brand Xen-Tan, following a three-month Discovery research programme.

Since its introduction to the UK in 2006, Xen-Tan has quickly established cult brand status based on its exceptional product performance. Having received a number of prestigious awards, including Harpers Bazaar “Best Self Tan 2009” and “Best self tan“ in Elle’s best ever beauty buys, Xen-Tan is fast becoming the firm favourite amongst fashion and beauty press, salon professionals and premium retailers such as Harvey Nichols and Selfridges.

Propaganda was appointed in December 2009 to help accelerate growth of the brand. The new campaign is the result of a three-month strategic programme, which involved research with consumers, retailers and beauty professionals.

The findings identified that tanning is a highly emotional experience linked to body confidence and wellbeing. Despite this, a review of the competition showed the market messaging is focused on the functional, and often negative aspects, of tanning, such as avoiding orange tones, streaking and the potent smell – rather than the positive feelings a consumer gets from a great, natural-looking tan.

With this insight, Propaganda created the new campaign, ‘Joy, Delight, Happiness’, based on real-life emotional feedback from consumers about how Xen-Tan’s exceptional product performance and natural results made them feel.

Xen-Tan’s new campaign was launched to retail and salon partners this month with point of sale, trade press and new e-commerce site due to go live in May.

Alongside this, Propaganda is also developing and managing Xen-Tan’s social media strategy. Designed to complement Xen-Tan’s viral growth to date, Propaganda’s strategy will see the brand engage with the passionate tanning community and encourage them to share their beauty experience and opinions, raising awareness and encouraging trial.

Natalie Roche, Xen-Tan managing director, said: “The new campaign is fantastic – we always knew that Xen-Tan delivers great results, but now that we have a deeper understanding of what the brand actually means to consumers and professionals. Working with Propaganda has opened our eyes to the possibilities for the brand and we look forward to the rolling out the strategy across social networking and the new website.”

Joint managing director, Laura Kynaston added, “Xen-Tan is a great product with a strong brand personality that we have uncovered through research. The new campaign aims to demonstrate the benefits of not just looking good but feeling great too, which is a new and exciting proposition that really resonates with consumers.”