THE MAKEBELIEVE STORY

'we want self stand-out but do we need to be orange?' 

 
 
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THE CHALLENGE

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Back in 2005 we wanted to create a category breaking self tan brand that was based on a strong emotional message and challenged the market norms of brown and orange.


THE MARKET NEEDS AND DESIRES

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The market was confused and had visual categories self tan and SPF together, when it was clear that the consumer needs for these products were very different.

Through research groups and consumer analysis we looked at the consumer needs from a functional and emotional perspective.


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THE NAME AND VISUAL WORLD

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