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Propaganda in the sun with Xen-Tan campaign development

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By The Drum Team, Editorial

December 24, 2009 | 2 min read

Self-tanning brand Xen-Tan is set to launch a new campaign in 2010 through Propaganda following a programme of research undertaken by the agency.

Propaganda plans to unveil a campaign for Xen-Tan based on its Discovery insights in 2010 that will lead future brand positioning and communications strategy.

Brought to the UK in 2006, Xen-Tan is a sunless tanning range that has established itself as a favourite with salon professionals, premium retailers such as Selfridges and Harvey Nichols and the beauty media.

Xen-Tan has received a number of prestigious awards this year, including Harpers Bazaar Best of the Best where it was voted “Best self tan”, reader’s choice, “Best self tan” by Handbag.com and “Best self tan“ in Elle’s best ever beauty buys.

Natalie Roche, Xen-Tan managing director, commented on the appointment: “In the short time since we entered the UK market, Xen-Tan has made a real impact, but we know that there are so many more opportunities to grow in what is a very exciting and vibrant sector. Propaganda will be instrumental in leading the brand development process, and the agency’s experience in the beauty sector gives us confidence that our business will go from strength to strength.”

Laura Kynaston, joint managing director, Propaganda, added: “The Xen-Tan brand has seen great success during its first three years in the UK, but remains a 'hidden secret’ for consumers. The brand has enormous potential and we are excited to work with the team to create a strategy that will unlock opportunities for Xen-Tan within the growing premium tan market.”

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