Lazy Tan Branding by Derek&Eric: Revolutionizing Sunless Tanning with Contemporary Style

Business Challenge Achieving the perfect sun-kissed glow is fraught with challenges. While we’re now more aware of the dangers of UV exposure, traditional self-tanners come with their own set of frustrations—streaky application, unnatural orange tones, and time-intensive routines. These issues have long plagued the category, leaving it synonymous with the word “fake.” Lazy Tan set out to rewrite the rules with a game-changing formula that’s easy to apply, kind to skin, and delivers an authentic, radiant glow. The challenge: to create a brand identity that breaks free from the clichés of compromise, offering a fresh and sophisticated alternative. Creative Solution Lazy Tan reframes self-tanning with effortless confidence and contemporary style. The brand’s positioning—“made in the shade”—ce