Category convention demanded promoting the latest product benefits, focusing on how to best get a beautiful tan. We decided to dig deeper and ask why people tan in the first place.
The answer was as revelatory as it was simple, people weren’t tanning just to look beautiful, they wanted a beautiful tan so that they could be recognised, connect and communicate with others... and at no time is that desire to connect more resonant than that moment when you get back from a sun-filled holiday, walk through the door, and someone says:
'Where have you been!'
PIZ BUIN believes that behind every beautiful tan is a story waiting to be told, and with that belief emerges the brand’s newfound purpose, helping sun lovers everywhere enjoy, share, and experience their most beautiful in-sun moments.