Skip to content

Primark Fake Tan Range

The Brief

Putting their continued faith in our knowledge of technology and design for the beauty industry, Primark briefed us to re-launch their own-brand self-tanning range.

The challenge was to revive sales by developing a high-performing, design-led product which was internationally compliant and a complete refresh to the previous range.

The Work

Our NPD team and expert chemists developed new tanning products with high-performing formulations from scratch, ensuring key ingredients and fragrances were included. Creating an amazing new product in terms of design and performance was critical, as was ensuring development at a competitive price so the range could combat competition from reputable high-street brands.

Due to Primark’s international presence the creative team had to think in the shoes of each customer profile and relate tanning trends. We spent time visualising concepts and creating prototypes.

The Result

Matrix developed a trend-led range with a design edge to stand out from the crowd. The range has bronze foil finishes, giving the ranges a luxurious feel and adding real value for money. The range re-launched in 2018 and was supported by a press day. Matrix provided a bespoke press pack which allowed Primark to share an insta-worthy gift for social media influencers to create content with.

Primark and Matrix continue to work together in the beauty area on both men’s and women’s products.

Matrix provided a bespoke press pack which allowed Primark to share an insta-worthy gift for social media influencers to create content with.