Revlon SunCare
Company: Revlon SunCare
Sector: Beauty, Sun Care and Self-Tan
Location: United Kingdom
Services Provided:
Strategy, Positioning, Messaging, Stakeholder Engagement, New Product Development, Packaging, Launch Strategy & Plan, Retail Pitching, PR.
Renowned as a leading cosmetic brand, Revlon had no suncare credentials to support its expansion into this category. Buyers directly questioned whether the brand could be a credible entrant into the category at all when pitched.
Quantitative and qualitative research was commissioned to build the evidence base to answer that scepticism directly, and to refine and shape the final positioning as well as messaging decisions across packaging and communications.
The Challenge
Rather than retreat from the credibility gap, the strategy leaned directly into the Revlon name, using it to disrupt a category that had never combined cosmetic aesthetics with sun safety before.
Every product in the range carried that same logic: self-tanning built for a natural, streak-free finish rather than the orange undertones associated with competitors, daily UV protection light enough to double as a makeup primer, and after-sun formulas designed to carry the brand from the beach into evening wear.
This positioning gave Boots something genuinely worth being first to stock, backing the retail negotiation that won the sole new listing in the category, while a front-loaded PR campaign across UK beauty press made sure that exclusivity translated into real visibility from day one.
The Strategy
The Results
£1.6m
retail sales in the first year of launch,
exclusively at Boots.
Sole
new brand entrant into Boots’ Self Tan category.
420
total exclusive doors secured with Boots in the first year.