Client: MoroccanTan
What we did: Strategy | Repositioning | Copywriting | Creative Direction | Brand Identity | Packaging | Campaign Photography | Videography | Web Design | Web Development | Launch Campaign | Marketing
Commercial Outcomes: Featured in Vogue, Cosmopolitan UK, Women’s Health, Tatler | Secured official tanning partnership with Miss Universe Aus | Repositioned from salon supplier to skincare-led beauty brand | Expanded retail and D2C growth opportunities | Elevated global brand perception across consumer and industry audiences.
Introduction:
MoroccanTan came to us as a brand with cult salon heritage but an identity trapped in an industry that hadn’t evolved with it. Trusted by salons globally, stocked in over 30 countries and backed by years of category leadership, the product was never the issue. The problem was perception. In a market still dominated by glitter, bikini campaigns and outdated tanning tropes, the brand wasn’t reflecting the intelligence of the formulas, the calibre of the audience or the scale of the opportunity ahead. MoroccanTan came to BOAST ready to evolve from respected salon supplier into a culturally relevant beauty brand built for retail, press, community and long-term global growth.
The Challenge:
Despite its salon dominance, MoroccanTan’s brand world felt trapped in a previous era of the tanning category. While beauty consumers had become increasingly skincare-literate, ingredient-conscious and aesthetically discerning, the category itself remained saturated with loud visuals, influencer gimmicks and hyper-sexualised marketing.
MoroccanTan had the credibility, innovation and performance to lead the industry, but lacked the strategic positioning and brand ecosystem to support its next phase of growth. The goal was not simply to “refresh” the visuals, but to completely reposition the business for a modern beauty audience while retaining the authority and trust it had built professionally over the past decade.
The Strategy:
From the outset, we saw MoroccanTan for what it truly was: the cooler, older sister of the tanning industry. Confident. Skin-literate. Effortless. A quiet authority with no need for trends or theatrics. Rather than competing in the traditional self-tan space, we strategically shifted the brand into the emerging skincare-led beauty category, reframing self-tan as a refined skin ritual rather than a cosmetic quick fix.
The strategy and storytelling focused heavily on emotional positioning, consumer psychology and long-term category ownership. We identified a major opportunity within the growing market of women seeking performance-led beauty products with both aesthetic and skincare credibility.
From there, we built the entire strategic foundation and brand universe around MoroccanTan’s new skincare-first ritual positioning – alongside messaging, customer psychology, tone of voice, campaign direction, retail communication systems and a full repositioning roadmap designed to support retail expansion, press traction and future acquisition value.
The Execution:
Over a four month period, BOAST led the full repositioning and rollout of MoroccanTan across strategy, storytelling, identity, packaging, campaign world-building, website design and launch marketing.
Visually, we intentionally rejected traditional tanning category cues. Gone were the neon tones, beach clichés and over-polished influencer aesthetics. In their place, we created a world inspired by city-living, the confidence that comes from great skin, and intelligent skincare branding. Structured typography, luxe packaging and editorial identity – the kind of design that sits proudly on a curated bathroom shelf, not thrown in the bottom drawer.
To launch the rebrand, we directed and produced a photo & video campaign shot through the streets of Melbourne – a deliberate departure from the studio-underwear tropes that have defined tanning for decades. Instead of bodies posed in unnatural settings, we captured women moving confidently through real life: coffee runs, city light, effortless motion, a glow that feels like a natural extension of who they are. It was urban, refined, cinematic – reinforcing the idea that MoroccanTan isn’t about being seen, but rather how you move through the world.
Alongside the rollout, we also developed the broader strategic systems spanning customer experience, content pillars, retail communication, product 3-step systems, audience personas and long-term positioning to ensure MoroccanTan could scale consistently across every touchpoint moving forward.
The Outcome:
Following the relaunch, MoroccanTan immediately experienced a major perception shift across both industry and consumer audiences.
The repositioning helped transition the brand from established salon supplier into a modern beauty brand with significantly stronger cultural relevance and retail appeal. Shortly after launch, MoroccanTan was organically approached by industry leaders for international editorial coverage across Vogue, Cosmopolitan UK and Tatler, helping elevate visibility beyond the salon industry and into mainstream beauty conversation.
The brand also secured a major partnership as the official tanning partner for Miss Universe Australia, generating months of organic content, creator visibility and widespread brand exposure across social platforms.
Most importantly, the new positioning created a scalable foundation for long-term growth – allowing MoroccanTan to confidently expand into retail, strengthen direct-to-consumer presence with direct sales increase, and evolve into a globally recognisable skincare-led tanning brand with significantly stronger emotional connection, strategic clarity and market differentiation.
MoroccanTan went from the professionals best kept secret, to the cooler brand of the industry. The product that everyone else wants, and yes the brand in your cooler, older sisters make-up bag.
"Boast Studio was instrumental in the our global rebrand".
With the amazing: Sarah Fountain – photographer within Boast campaign direction.
Testimonial: “Boast Studio was instrumental in the our global rebrand, particularly in building a cohesive brand world and repositioning the brand with a more elevated and confident market presence. Creative Director and Founder April was absolutely essential to the process. Her strategic thinking, creative direction, and remarkable intuition consistently went above and beyond, often anticipating what was needed before it was even articulated. They understood the brand at a deep level, making the entire collaboration seamless, focused, and highly aligned. An outstanding creative and strategic partner.”
Vadim Petrichenko, CEO.
