Mystic Tan Rebrand Aims To Be Like Starbucks



Mystic Tan believes it is the spray tan version of Starbucks. Similar to ordering personalized coffee exactly how consumers want it, Mystic Tan consumers create a signature Myx tan with dozens of ways to combine their desired tanning solution.

Now, Mystic Tan's parent company Sunless is launching a new brand identity and marketing campaign (in tandem with a new line of products) to better convey these personalized services.

Agencies Fusion Marketing in Princeton, NJ, and Hello in Cleveland, Ohio, assisted with the effort, which aims to bring a new awareness to Mystic Tan that will encourage customers to "myx and match a variety of Myxers to create a signature tan," according to the client. "Overall, we wanted to drive awareness of Mystic Spray Tan and make spray tanning cool, fun and exciting.”

The marketing and advertising campaign — largely targeting millennials and women — highlights the fun and customizable aspects of spray tanning. It features new product news, social media, an in-store marketing and promotional program, and brand interaction through the “What’s Your Myx?” product tagline. And the company is embarking on a targeted influencer outreach campaign among beauty bloggers to drive customers to salons.

At the same time, the new strategy, tools and look also include new booth panels at salons that are stylish, feminine and provide an inviting design, new packaging for products. The solution itself is unchanged, lower booth prices, and a revamped customization system called Mystic Myxers, are new. 

"Mystic Tan has earned the confidence and trust of tanners by delivering a beautiful, natural-looking tan that is customizable to individual preferences," says Mike Concannon, vice president of marketing, Sunless, Inc. "Our new multifaceted marketing program aims to leverage those compelling brand attributes to ultimately drive More Tanners, More Tans! for salon owners."

The company claims that more than 100 million people have used Mystic Tan services and products.

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