Creative Direction,
In-House Senior Graphic Designer
for Loving Tan

2 HR Express Tanning Lotion & Face Serum Campaign

B R I E F

Create a campaign vision for our two new products: 2 HR Express Tanning Lotion and Face Serum. These products represent a new direction for the brand, they place a stronger emphasis on skincare, combining a flawless tan with nourishing, hydrating benefits.

T H E V I S I O N

The goal was to position these hybrid products firmly within the skincare space, introducing a more elevated and refined direction for our brand. The look and feel of the campaign was intentionally clean, minimal, and clinical showcasing glowing, dewy-skinned models to reflect the skin-enhancing benefits of the formulas.

The goal was to position these hybrid products firmly within the skincare space, introducing a more elevated and refined direction for the brand. The campaign’s look and feel was intentionally clean, minimal, and clinical, showcasing glowing, dewy-skinned models to highlight the skin-enhancing benefits of the formulas. As a new concept for our range, we defined it as Skincare-Infused Tanning, a hybrid category that combines advanced skincare benefits with the transformative power of a natural-looking tan. Both products were developed to deliver fast, flawless tanning results while deeply hydrating the skin, leaving it nourished, radiant, and glowing year-round. This vision sets the tone for a new era of tanning: results-driven, skincare-focused, and effortlessly luxurious.

C R E A T I V E R E S P O N S I B I L I T I E S

Creative direction // Mood board development // Model styling // Model shoot planning // Product photography planning // Digital asset creation for web and email // Style guide development // PR Box concept, design, print files set-up // Working closely with external videographer Milly to produce final video edit.

Skincare-Infused Tanning

F A S T . U L T R A - H Y D R A T I N G .
Y E A R - R O U N D G L O W .

2 HR Express Tanning Lotion & Face Serum

External creatives Nikki and Mark perfectly captured and brought my vision to life. Mark delivered exceptional model photography, capturing every shot with precision and energy, while Nikki executed beautifully styled product photography in the studio, ensuring every detail aligned with the creative direction.

Close-up image of human skin with visible pores and a belly button.
Close-up of smooth, melted chocolate with a glossy surface and flowing texture.
Close-up of a woman's face showcasing smooth skin, well-groomed eyebrows, subtle eye makeup, and natural-looking lips.
Close-up of a glass of water with raindrops on a window, blurred background of a pink building and a window.
Close-up of a person's shoulder and arm with smooth, bronzed skin, and a hand gently resting on the arm. The nails are manicured with a French tip design.
Close-up photograph of a soda can submerged in carbonated water with bubbles.
Two women with clear, glowing skin holding bottles of face tanning serum.
Three bottles of Loving Tan 2 Hour Express Tanning Lotion with water droplets on them, one container of Loving Tan 2 Hour Express Face Tanning Serum with water droplets, all on a white background.
Close-up of a person's shoulder and upper chest with smooth, glowing skin and the text 'Skincare Infused Tanning' overlaid.

Extra bits & pieces

  • Two women with glowing skin in white bandeaus holding skincare products from YoungTain.

  • A woman in white underwear poses for a photoshoot with a photographer and assistant in a studio with a plain background.

    BTS

  • Close-up of a woman holding a bottle of Loving Tan 2 Hour Express Tanning Lotion, which is labeled as natural color, ultra-hydrating, medium shade, for light to medium tones.

    Tanning Lotion

  • A professional photo shoot studio with a woman in white lingerie posing, studio lights, cameras, and crew members preparing for the shoot.

    BTS

  • Two bottles of Loving Tan 2 Hour Express Tanning Lotion, one in the foreground and one slightly behind, with a molecule graphic beside them. The bottles are pink with water droplets on the surface, and the product labels indicate they are for dark skin tones, providing natural color and ultra-hydrating benefits.

    3D + Photography

  • A woman in a white outfit is being photographed by a female photographer and a woman assisting her in a photo studio with a white background and large studio lights.

    BTS

  • Close-up of a woman holding a jar of Loving Tan 2 Hour Express Face Tanning Serum near her chin, with smooth, glowing skin and glossy lips.

    Face Serum