TANREVEL
Sweden’s Tanning Revolution
Over the past two years, So PR has partnered with Tanrevel to bring Sweden’s tanning revolution to the Netherlands. Tanrevel is a self-tanning device that delivers a natural, streak-free glow within seconds.
The transition from Tanrevel ONE to the latest edition, Tanrevel PRO, called for a bold activation, driving both brand awareness and direct sales.
Creator Collaborations
From January 2021 onwards, So PR collaborated with leading Dutch creators including Monica Geuze, Rianne Meijer, Rose Bertram, Selma Omari, Dilan Sabah, Xelly Cabau van Kasbergen, and Roxeanne Hazes to introduce Tanrevel to their audiences.
What started as a trial activation evolved into ongoing monthly collaborations with some of the Netherlands’ most influential social voices. Across platforms such as Instagram, YouTube, and TikTok, creators shared their personal Tanrevel routines, driving authenticity, engagement, and desire.
The campaign delivered both direct sales and long-term community building, reaching millions of Dutch self-tan consumers through a strategic mix of paid collaborations.
TikTok
From online to offline
Tanrevel’s rise began during the COVID-19 pandemic as a fully online brand. After two years of building a loyal community, the next step was clear: moving into physical retail.
As the Netherlands’ leading high-end department store, de Bijenkorf was the perfect partner. To mark Tanrevel’s first in-store presence, So PR launched a pop-up at the Amsterdam flagship, paired with an exclusive influencer breakfast.
Influencer Breakfast
An intimate breakfast with 12 Tanrevel creators, reaching a combined audience of over 3 million, offered a first introduction to the Swedish Tanrevel team. Through a playful quiz and a hands-on masterclass, guests were immersed in the world of self-tanning.
They were also the first to experience the pop-up shop, ahead of its public opening at de Bijenkorf Amsterdam.
The moment translated into strong social impact, generating €188K in PR value through 35 Instagram Stories.
INFLUENCER BREAKFAST RESULTS
Additional creator push
To further amplify awareness around the first in-store launch, So PR collaborated with additional creators, inviting them to the pop-up to experience the products and create content on-site.
