Most people don’t associate sunscreen with excitement—it’s typically seen as unsexy, feels heavy on the skin and carries about the same instant gratification as taking a daily multivitamin.
Through bright graphics, appealing packaging and an engaging social media presence, Supergoop! wants to redefine the suncare category by creating products that people actually care about.
“You can’t ask people to wear something every day if it’s not an enjoyable experience,” said president Amanda Baldwin, who hopped on the sunscreen wave after years of working on Wall Street. “When you create a brand with an emotional territory that makes people smile, that is how you make a change in this world.”
Baldwin joined Adweek’s deputy brand editor Diana Pearl at the eCommerce, CPG and Retail Performance Marketing Live Virtual Summit to discuss the brand’s digital presence and the importance of only making decisions that reinforce a central purpose.
According to Baldwin, the first step is to examine why people may not wear sunscreen and help them change their practices. Encouraging them to buy Supergoop! comes second.
“Our whole reason for being is to get rid of skin cancer,” said Baldwin, who shared that every brand should be able to have a clear, one-sentence mission “that no one else could use” to stay focused and grounded.
“Our mission is what makes the hard decisions easy because you can always go back to it,” she said. “It impacts everything we do.”
The brand, which only sells products with UV protection, is also focused on educating consumers about health risks that they may have never considered. According to Baldwin, this message can only resonate if the product feels good on their skin, can be incorporated into their beauty regimen and offers some degree of instant payoff.
“We always think product first,” she said. “Sometimes you didn’t even know that you needed eyeshadow with SPF. We think a lot about where skin cancer pops up on people, and the eyelids is 5-10% of it. That inspires a lot of product development.”
The brand has developed an understanding of consumers and their needs by constantly asking questions, leveraging a social media presence and refusing to leave anyone out of the conversation.
“You’ve got to have your own voice as a brand, but there is also nothing more powerful than having advocates and people that will talk about their own experiences,” she said.