Most people think of sunscreen as something you grab for a beach day or summer vacation. But the truth is, sun exposure doesn’t take a day off. UV rays are out there every single day, and daily sunscreen use is one of the simplest, most effective ways to protect your skin long-term.
That’s what inspired Sun Responsibly, a campaign we developed with L’Oréal to shift the conversation. Instead of focusing on products, this initiative focuses on the message: sunscreen isn’t seasonal, it’s essential.
A Health-First Message That Puts People First
Sun Responsibly isn’t your typical brand campaign. It doesn’t lead with logos or product claims. Instead, it focuses on the importance of daily sun protection, positioning sunscreen as a wellness habit. This approach not only aligns with L’Oréal’s commitment to public health but also makes it easy for retailers to get involved and share the message in a way that feels authentic.
How Topspin Brought It to Life
At Topspin, we love working on campaigns that make a difference. For Sun Responsibly, our team handled everything from strategy to creative execution to in-store displays.
Here’s what we focused on:
- Crafting the Story: We built a clear and relatable narrative around the idea that protecting your skin is an everyday choice, not a once-in-a-while decision.
- Real People, Real Impact: We created nine unique ads featuring diverse models of different ages, skin tones, and backgrounds. It was important that every shopper could see themselves in the campaign.
- Retail Integration: We designed in-store materials that felt fresh and educational, fitting naturally into the retail environment while making the message impossible to miss.
Making Waves Nationally
What started as a simple idea has gained momentum in a big way. Sun Responsibly has been featured in national media, sparking conversations about sun safety far beyond store shelves. Retailers are embracing the campaign, customers are taking notice, and the message is spreading. See the article below.
It’s About Changing Habits, Not Just Moving Product
Sure, we always care about performance, but with Sun Responsibly, success isn’t just about sales. It’s about creating a lasting shift in how people think about sunscreen. Early feedback has been overwhelmingly positive. We’re seeing increased engagement with educational content, great responses from retailers, and most importantly, consumers starting to adopt sunscreen as part of their daily routine.
What’s Next for Sun Responsibly?
The campaign is built for the long haul. We’re continuing to amplify the message with social media blitzes, new retailer partnerships, and ongoing content that keeps the conversation alive all year. The sun doesn’t take a season off, and neither will we.
At Topspin, we’re proud to be part of an initiative that’s not just changing how people shop, but how they protect themselves every day.
