Edition #4: The hottest sunscreen brands to watch

Leaders with $700 million valuation, transforming the sunscreen market

Author

Valeria Shaposhnikova
June 11, 2024

Sun, beach, swimming pool...everyone looks forward to a sun-kissed vacation, even if you're stuck in the office with lots of work to do. But let's prepare beforehand. Today, we're going to discover the most distinctive sunscreen brands that take sun protection seriously.

At the market, thousands of skincare brands have launched SPF as an additional line, like La Roch Pose, Cera Ve, Shishedo, Paula's Choice, and many, many more. However, their products are an extension of the line that is built into the brand's DNA. Those brands are not changing their positioning or appearance for the sun realm. 

We'll talk about Sunscreen Brand, which sells the dream of bronzed memories. That's why the first brand is…Vacation.

VACATION

FIND A DIFFERENTIATION, BECOME A TRENDSETTER

Vacation® draws inspiration from the carefree days of the '80s and early '90s when sunscreen was linked with relaxation and tanning. The brand originated from the retro internet radio station Poolside FM. The founders were inspired by vintage Club Med advertisements and the time when sunscreen marketing was more about enjoyment and glamour of tanning, rather than fear and protection.

They launch a brand exactly at the moment when it was just begining of the big trend of Nostalgia and get the resonance from the audience. Vacation’s team move smart! They play around the one theme and digging inspiration in 80s packaging for the new products. They are not blurring their brand, they make it stronger through the shootings, campaigns, ads typography and activations.

The main thing of Vacation's success that they sell one big story — fun easy life of pre-internet era. As they play around the pop-culture phenomena, it’s easier to get resonance from the big mass of consumers. Sceptics may say that trend will pass and users will switch on something new. However, Vocation do so many interesting new launches, that it’s interesting to came back to their nostalgic universe. 

ULATRA VIOLET

THINK ABOUT PRODUCT LINE BEFOREHAND

Ultra Violette is a sunscreen brand famous for its innovative, multitasking SPF mineral products that combine sun protection with skincare benefits. The brand is based in Australia, where sun protection is taken seriously, ensuring high-quality products. The brand created the bold graphic sign of the first letters of the naming, and it works significantly on the packaging to attract attention in the first place. Additionally, the logo appears bigger with new products, and some text is placed inside. Good approach — flexible and distinctive! 

The main product line's signature cobalt blue color makes a base for memorability. However, additional launches and lines, such as lipstick, were launched in pinkish colors. But what creates real cohesity is the caps. Look at the cobalt blue packaging. They have pale-colored caps for differentiation, and then the same pale colors are used in other products. Brilliant! Such an approach creates a strong memorability and cohesiveness of the brand.

SUPERGOOP!

BOOK A COLOR COMBINATION

Supergoop! is one of the first sunscreen brands that started booming as a sunscreen brand. From my experience, the best companies start from the personal pain you want to solve. Supergoop! is precisely the case. Holly Thaggard launched Supergoop in 2007 after her close friend was diagnosed with melanoma at age 29. She has been dedicated to sun protection for over 15 years, leading to highly innovative solutions. Supergoop! company is evaluating between $600 million and $700 million. 

They do a great job with the brand identity because it's so balanced, clean, minimal, and timeless. The combination of white and yellow with holographic typography does the actual job—it makes a strong association with the Sun. They just took direct association elements of the Sun and mixed them. Simplicity is genius!

Supergoop! booked a yellow color. They created so many creative activations and campaigns, and this all works just because they are consistent with one sun-kissing yellow color. One of the last is a handsome concierge with a giant suitcase packed with Supergoop products inspired by Wes Anderson's style. The concierge is so sexy that you just keep him in mind and go to the nearest Sephora. Marketing at its best!

BASK

FOLLOW YOUR STRONG SIDES

Michael Huffstetler founded Bask after a family member's battle with melanoma. His goal was to make sun protection more enjoyable and accessible. Bask surveyed over 50,000 people and interviewed 500 to understand issues with existing sunscreens, finding that the main problem was how sunscreen feels on the skin. After 63 product iterations, Bask developed a sunscreen that 9 out of 10 people preferred in blind feel tests compared to leading brands. Their aim was to create a sunscreen that people actually enjoy using.

From a branding perspective, it is fresh, modern, and vibrant. It evokes a sense of vacation in the '90s. Unfortunately, it comes across as secondary to the Vacation brand. 

The research and approach behind it are profound! I recommend that the brand not be built on nostalgia trends but be more seriously positioned as an everyday sun protection product. The suggested slogan is "Not just for vocation.”

DUNE SUNCARE

CREATE MOOD OF THE BRAND

Dune Suncare aims to create a bar-setting suncare brand that is accessible to all, with a focus on skin tone inclusivity and clinically proven skincare benefits. They refer to 90s inspiration and an Olympic sports vibe with this line on the logo. Navy blue, scarlet, and beige colors create a vibrant, cohesive surfing look. 

Dune Suncare goes beyond product innovation and affordability by incorporating social impact into its brand strategy. The brand donates 1% of every purchase to a nonprofit organization chosen by the customer. This commitment to giving back to the community resonates with consumers who prioritize supporting socially responsible brands. By aligning their business with a social cause, Dune Suncare creates a positive impact and establishes a deeper emotional connection with their customers.


COLOR PSYCOLOGY

HOW DO DIFFERENT COLOR IMPACT ON CONSUMER TRUST?

It's all about color psychology—certain hues can evoke specific emotions and perceptions, making a big difference in consumer behavior. Let's take a closer look at how different colors play a role:

  1. Yellow and Orange — the colors of sun protection.

    Yellow is strongly associated with sunscreen. Drugstore brands use yellow to highlight their sun protection message, tapping into our natural connection between yellow and the sunny outdoors. Orange, closely related to yellow, also evokes warmth and protection against sun damage.

  2. Blue and Violet for calm and trustworthy.
    Studies show that colors like blue and purple enhance positive behavior intentions. Consumers are more likely to use sunscreen when the packaging features these calming and trustworthy colors. Blue suggests reliability and serenity, making it easier for consumers to trust the product, while violet adds elegance and sophistication.

  3. White about purity and simplicity.
    White conveys purity, transparency, and straightforward appeal, suggesting gentleness on the skin. A white tube with yellow or orange accents implies that the product is suitable for both beach use and everyday protection, emphasizing its versatility.

  4. Brown for tanning skin.

    Brown is used for tanning sunscreens, suggesting a natural, bronzed look. It appeals to those desiring a sun-kissed glow and a healthy tan.

  5. Red for urgency and specific purposes.

    Red highlights specific features or creates a distinct identity. It conveys benefits, urgency, or uniqueness, like in My Signature Vita Red Sunscreen.

  6. Additional: holographic effects.

    Holographic effects reflect sunlight and add modern appeal, used by brands like Supergoop and Naked Sunday to enhance packaging attractiveness.

By understanding these color associations, brands can strategically design their sunscreen packaging to build trust and attract more consumers. Next time you reach for sunscreen, notice how the packaging colors make you feel—there's a good chance they’ve been carefully chosen to do just that!

UNDER THE HOOD

FROM ORCHIDEA

We won the silver trophy 🏆 in the Health & Beauty category at European Design Awards with our Moral branding and packaging. Additionally, at the same category another our project Jones took a Finalist badge! We simply captured some places with all of our submissions.

The ceremony took place in marvellous Napoli, Italy. Unfortunately, we stuck at home with covid and missed the opportunity to have photos from stage. Still, this is a small big step for us!

So happy 😊



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Cheers, Orchidea team 🤍