Palm Beach Tan (PBT) is the nation’s largest indoor tanning salon brand with more than 650 salons in 110 markets today. This brand refresh was based on a simple truth: when you feel good about how you look, you feel more confident being your best self. That insight helped take the PBT brand beyond the usual tanning clichés and elevated it into a space that feels more like beauty and fashion. This refresh centered around a new positioning and copy that highlights the real emotional benefit of tanning: feeling great in your own skin.