It was not enough to fill the gaps left by the competition, we had to surprise women to get their attention and generate repercussion for the brand.We developed a set of pieces that simulated the product’s main benefit and emphasised the communication’s positioning and concept: the beauty of your tan needs Golden Plus.

The pieces piqued women’s curiosity and encouraged interaction throughout the purchasing process in stores, from interest in the window to the final purchase.•Tanned mannequins were displayed in store windows.•Special stickers were placed on hanger racks.

•Special mirrors in changing rooms.•Flyers and product samples were given out when finalizing their purchases.The action was conducted at the most fashionable beaches in Brazil, such as Rio de Janeiro, Florianópolis, Salvador, Recife and Fortaleza, the main summer tourist destinations for Brazilians.

The project was conducted at 46 stores, in the summer. It amplified the campaign’s impact and visibility and generated differentiation for the brand.

It managed to engage and reach over 240,000 women in the target audience, from all around Brazil, contributing to increase awareness of all brand product lines and securing a 15% year-to-year sales growth.