St Tropez

Customer Segmentation

About the brand

St.Tropez is the leading tanning brand chosen globally by professionals, celebrities and beauty editors.

About St Tropez
Challenges for St Tropez

The Challenge/Task

The brand had suffered a decline in sales together with increasing numbers of competitive entrants to market so St Tropez asked Pragma to help optimise brand positioning.

What We Did

Conducted detailed qualitative and quantitative research to size the market and create value segments for media targeting

Identified key USPs against competition

Determined priority actions for optimising brand positioning, packaging and range clarification, and brand stretch products.

Consumer products business PZ Cussons has acquired tanning product company St. Tropez Holdings from private equity group LDC for £62.5 million

Retail Gazette

The Result

PZ Cussons acquired St. Tropez Holdings from private equity group LDC.

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