Luna
Bronze
The brand, in one sip:
America’s favourite Australian skin-first bronzing brand. Think skincare with a glow.
The job to be done:
Was threefold. One, help us plan our global launches for two new products. Two, overhaul our brand tone and messaging across our DTC. Three, improve our email automations and help us grow this channel.
The Solution:
Think (and talk) like a skincare brand, with a healthy glow of course. That meant having a very clear differentiation across our product range (to minimise cannibalisation as much as possible), educating the Lunaverse about the science in our ingredients, introducing routine messaging to drive cross-category purchasing and create a lifestyle affiliation with the brand, and talking as much as we can about the importance of a healthy glow.
The science of
skincare
We reframed the brand as skincare first and glow second. Clearer benefit language and simple science made the range easier to understand and easier to choose as an everyday product, not just a ‘when I need to tan’ product.
01.
Avoiding product cannibalisation
We mapped the entire range by format, depth and customer type to protect hero SKUs and create space for newness. This kept the products differentiated and reduced cannibalisation of existing SKUs when innovation was necessary.
02.
Routine messaging
We introduced routine based storytelling so customers could pair products and build glow rituals that feel intuitive and are grounded in daily moments we reserve for ourselves. Weaving into everyday life meant more clarity of product USPs and set the foundations for more cross category purchases.
03.
Sun protection and
Maddy’s story
The reason for being for Luna Bronze is a lot deeper (pardon the pun) than people realised. We wanted to make it really clear what ‘Feel Good Bronzing’ truly means to the founders by highlighting the reason the brand exists in the first place: creating safe, healthy self-tan habits as a result of Maddy’s experience with skin cancer.
04.
Kind Words
“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.”