About Rose & Caramel

Rose & Caramel is a premium, multi-award-winning British beauty brand renowned for its innovative self-tanning and world-first tan-removal products. With a firm skin-first philosophy, all of their formulas are cruelty-free, vegan-friendly, paraben-free, and designed to offer salon-quality results at home.

The Brief

The brief was to create a 30-second TV and online advert for Rose & Caramel, a vegan and cruelty-free self-tanning brand with multiple award-winning, problem-solving tanning products. The campaign needed to build brand awareness, support sales and showcase the brand’s inclusive approach to tanning, with products designed for different skin tones and tanning routines. With younger, social media-savvy women as the core audience, the creative was designed to feel authentic and testimonial-led, using influencer-style content to highlight the hero self-tan remover alongside the wider product range in a way that felt relatable, modern and rooted in real customer experience.

Challenges

A key challenge on the Rose & Caramel campaign was balancing the client’s ambition for strong, results-led product messaging with the requirements of broadcast clearance. This meant the advert underwent a detailed compliance process before it could be approved for TV. Through persistence, experience and careful creative adaptation, we were able to protect the spirit of the client’s original message while shaping the final advert into something that satisfied both the brand’s commercial objectives and Clearcast’s broadcast requirements.

The Result

The campaign delivered a strong conversion-led response signal for Rose & Caramel. While overall website traffic was broadly stable around TV activity, purchase behavior was notably stronger during comparable TV transmission hours than in matched non-TV periods, suggesting that the campaign helped prompt higher-intent customer action while on air. The activity also delivered a substantial volume of MTV exposure and produced clear planning learnings for future campaigns, with the strongest response patterns seen around morning delivery, Sunday scheduling, higher-frequency hours and selected program environments. Overall, the campaign provided useful evidence that TV can support measurable eCommerce response for Rose & Caramel when planned around the strongest-performing broadcast windows.