Brand agency partnering with fashion, skincare and digitally native DTC brands that care about both commercial results and brand

Luna

Bronze

The brand, in one sip:

The most feel good glow in the universe.

The job to be done:

We partnered with Luna Bronze to support their US retail expansion. We refreshed their tone of voice, clarified product positioning, improved the website experience for new customers and strengthened their digital presence along the way.

Brand agency with over a decade of global brand experience across fashion, beauty and FMCG
Brand agency with over a decade of global brand experience across fashion, beauty and FMCG
Brand agency with over a decade of global brand experience across fashion, beauty and FMCG

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.

01.

The science of
skincare 

We positioned the brand as ‘skincare with a glow’. Clearer benefit language and simple skincare science to make the range easier to understand and easier to choose as an everyday product, not just a ‘when I need to tan’ product.

02.

Avoid product cannibalisation

We mapped the entire range by format, depth, customer type and USP to protect hero SKUs and create space for newness. This kept the products differentiated and reduced cannibalisation of existing SKUs when innovation was necessary.

03.

Routine messaging

We introduced more 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.

04.

Sun protection and
Maddy’s experience

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.

Two women wearing purple holding self tan bottles and smiling
Hand squeezing bottle of purple self tanning jelly
Woman holding self tan bottles and smiling