Case Study: Luna Bronze builds a standout challenger brand for its Ulta launch with Willow & Blake

Luna Bronze launches into Ulta with Willow & Blake's new POV on tanning

The sunless tanning brand Luna Bronze engaged the agency Willow & Blake to define its brand positioning and prepare for a major launch into Ulta retail. The challenge was to carve out a distinct identity in a competitive market and create a strategy to win on shelf, specifically by connecting with consumers who felt alienated by existing tanning brands.

Willow & Blake developed a comprehensive brand strategy and creative campaign. They crafted the brand platform "The most feel good glow in the universe" and the campaign tagline "A new pov on tanning," supported by distinctive art direction shot from an overhead, cosmic perspective. The solution encompassed a refreshed brand direction, bold visual assets, and a rollout plan for cross-channel execution, positioning Luna Bronze as a compelling challenger brand.

Luna Bronze