People do not want to tan. They want to feel good, energised, alive.
Solmanía came to us asking for social media content. Thirty years in the market, more than seventy centres and a substantial database. A leading brand in its category with a problem we know well: its narrative had become outdated.
The sector was still using the same messages it had used thirty years earlier —“the perfect tan”, “radiant skin”— while consumer culture had moved somewhere else entirely. New generations want results that do not look obvious, rituals that fit into twenty minutes, and a relationship with beauty that has more to do with how you feel than how you look. The word “tan” had stopped feeling aspirational.
We could have done exactly what they asked for: a polished, continuous content calendar. But we detected something bigger.
During the research phase, we identified a cultural insight that could help shift the brand’s positioning and perception: Southern European countries register significantly higher wellbeing levels during the months with greater sun exposure. Vitamin D, serotonin, collagen, reduced cortisol.
The problem is that we spend nine months disconnected from all of that. Closed offices, screens, long winters. That vague feeling of being switched off —something everyone recognises, but no one quite knows how to name. Solmanía had been solving exactly that for three decades. It had simply never told the story that way.
The task was to stop selling a seasonal beauty service and start occupying a cultural territory that feels deeply local, deeply ours: our relationship with the sun, its real benefits, and how to enjoy them all year round.
