Cosmetics brand Tropic has launched its first large-scale promotional campaign this month, with a concerted marketing push across the London Underground network running until 31 July.
The ‘Nice To Meet You’ campaign will introduce the London-based brand to wider audience for the first time, with over 200 ad placements at tube stations across the capital, including Oxford Circus, Bank, Leicester Square and Tottenham Court Road.
Having launched in 2005, the extensive out-of-home campaign will see the carbon-neutral firm return to its Greenwich Market roots, where its very first products were sold.
Created in-house, the marketing push was facilitated by media firm Global, which owns a large amount of the out-of-home space on the Underground network.
With this campaign, Tropic will be hoping to reach new audiences by targeting young professionals who use London’s transport system in particular.
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The brand will also be looking to introduce its carbon-offset, cruelty-free and vegan ethos to potential new customers – through its philanthropic activities the brand helped to open two new schools in Madagascar and Cambodia.
Plans have been drawn up to extend the campaign to other UK cities later in the year, alongside paid social and digital roll-outs.
“We’re so excited to be launching our first advertising campaign in London, and 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,” Tropic founder and CEO, Susie Ma said.
“By showcasing our new branding and big beauty USPs within these adverts, we’re building a presence in the London commuter landscape.Be sure to look around on the Underground to spot us!”
