Lancaster Sun is the leader in sales of the deluxe solar cosmetology market. It’s a polarized market consisting of large consumption and specialized brands.The trends of the sector at a communication level leads to a terrain where the brand values, more than ever, play a vital role beyond the characteristics of the product itself. The competition presence on television is devastating.Aware of our position, we recommended a strategy that would work in our favour: sell at the point of sale with an incentive plan especially for the perfume store employees.

In order to persuade the employees to participate in the campaign, we thought about helping them enjoy the summer in advance by bringing them as close to the beach as possible.To achieve this, we sent them a transparent envelope containing real beach sand. A brochure with a white cover was discovered under the sand carrying a message inviting them to pour the sand over it.When they spread the sand over the brochure, the sand stuck to the brochure, building the following message: "Lancaster Skincare. Summer Secrets".Inside the brochure, an award for reaching the sales goals could be found: a pair of terrific sunglasses.

Quantitative Results:Number of deliveries/Redemption:Domestic channel 594/42% Organized chains 3.462/55% Tourist channel 827/65% The results were stunning not only on the total number of employees but because it generated a sales increment higher than the 2006 figure of 3.2%.Qualitative Results:For the first time, Lancaster Sun stood out on the communication level in relation to other brands, despite their spending 3 times more on efforts like these than Lancaster.