Please Tan Responsibly
Launch e.l.f.’s new suncare line during an age of misinformation around sun protection.
Throughout the Summer of 2023, Gen Z was exposed to a growing anti-SPF movement across social.
In a market crowded with suncare products and self-tanners, we had to craft a unique message to break through the noise getting Gen Z to adopt new habits, starting with e.l.f. SKIN’s Suntouchable!
We captured Snooki in all her leopard print glory with a 1990s-inspired PSA, to help warn viewers of the harmful effects of the sun. And content just kept flowing…
The day after launch, we dropped a TikTok-first version of the PSA that leaned into the DIY feel with green screen images and ridiculous watermarks to amp up the PSA parody messaging.
0 %Highest Engagement Rate
0 %Increase in a Single SKU Product Sale
0 %Increase in Overall Sunscreen Product Sales