British beauty brand Tropic launches first major ad campaign
Tropic has chosen the London Underground for its first large-scale ad campaign. The British beauty brand has launched the ‘Nice To Meet You’ tube campaign, which marks the start of the brand’s strategy to share its products with a broader audience.
The ads aim to introduce Tropic’s natural beauty products and company ethos to a wider audience, “showing how efficacious beauty can be powerful, purposeful and planet-protective”.
With over 200 sheet poster ads and digital placements at tube stations across London, they include key stations Bank, Leicester Square, Oxford Circus and Tottenham Court Road.
Featuring a diverse range of younger demographic models, Tropic’s campaign aims to appeal to a young professional audience travelling on the Underground, it said.
With a fresh look for a fresh audience, the messaging “introduces the brand to commuters, showcasing the sheer variety of Tropic’s ethical practices and efficacious products”.
The London campaign also sees Tropic "come full-circle to its roots in Greenwich Market”, where founder and CEO, Susie Ma, sold the first products in 2005.
“With our products freshly made in the city, we hope it’s the start of a successful new way to interact with and engage various local audiences,” noted Ma.
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