Most of Palm Beach Tan’s target audience are in the super-squeezed life stage — balancing work, raising kids, caring for aging parents and a long list of other responsibilities.
Additionally, the Self-Care Movement has evolved into a tyranny of “shoulds” + sanctimonious dictates—especially on social media. What was supposed to be an antidote to overwhelm is now exacerbating it.
A quick trip to Palm Beach Tan can be the respite — whether you’re looking for a way to scale back your beauty regimen or a way to do something for yourself that has lasting benefits.
The primary target audience is women aged 25-44, who juggle work, raising kids, caring for aging parents, and numerous other responsibilities.
Campaign Synopsis
Palm Beach Tan typically sees its high season from January to May. In line with Archer’s philosophy of “constant content creation” for the brand, the agency is launching its first-ever off-season, social-first campaign to keep the momentum going.
Conceived from the same strategy as PBT’s high season campaign, Archer created a humorous campaign that feels unique to the brand and fresh for the tanning industry.
This work features a fictitious “self-care influencer” named Self.Karen, who’s slightly unhinged but promises she’s got the best ways to work self-care into her audience’s super squeezed routines.
In the 15-second ads, the Palm Beach Tan hero is stitching Self.Karen’s self-care hack video. She’s incredulous and finally takes over the whole screen to intervene with, “There’s treating yourself, and then there’s whatever that was!” The PBT hero then directs the audience to Palm Beach Tan for a quick beauty break instead.
If the audience happens to search the handle Self.Karen on TikTok or Instagram, they will discover hilariously manic long-form versions of Self.Karen’s self-care hacks, with a subtle nod to Palm Beach Tan in her bio.
This innovative approach aims to keep Palm Beach Tan top of mind during the off-season by combining humor, relatability, and a fresh take on self-care.
https://www.instagram.com/self.karen