The collaboration with actress Liza Koshy for the "Feel Super" initiative emphasizes year-round SPF use through humorous storytelling. Koshy portrays a chief super officer, promoting products like Glowscreen, Unseen Sunscreen, and Play. This campaign combines entertainment and education, resonating broadly Drugstore News.
Their first multichannel advertising campaign used digital platforms like Pinterest, TikTok, connected TV, and YouTube. It spoofed morning TV shows to remind viewers about daily SPF, featuring celebrities such as Maria Sharapova. The effort aimed to reinforce daily habits during the pandemic and resulted in increased sales and engagement Marketing Brew.
Influencer and UGC collaborations form a core part. Influencers participate in trips, social campaigns, and create authentic content, amplifying the brand’s message of sun safety and daily routine integration Nogood.io.
Supergoop! also uses traditional media—print, OOH—and partners with lifestyle and pop culture brands like Gray Malin, Minions, and Susan Alexandra. These initiatives promote brand awareness while positioning Supergoop! as a fun, lifestyle-driven brand.
What Are the Key Components of Supergoop!'s Marketing Strategy?
Product Innovation and Quality Focus
Supergoop! prioritizes developing innovative, high-quality SPF products that are clean, effective, and distinct from traditional sunscreens. Holly Thaggard focuses on formulas that are non-goopy, non-sticky, and free of white cast. Their initial launch, the Everyday Formula, became the first chemical sunscreen in the US without oxybenzone, parabens, or fragrances. This set a high standard for ingredient transparency and efficacy. Their emphasis on innovation disrupted the sleepy SPF category and positioned the brand as a category leader NoGood.
Education and Community Building
Supergoop! invests heavily in educating consumers about daily sun protection and the importance of year-round SPF use. Holly Thaggard aims to change perceptions by emphasizing that sunscreen should be worn daily, not just seasonally. This educational approach fosters brand loyalty and community through social proof, user-generated content (UGC), and influencer partnerships. They cultivate genuine advocates who educate their audiences about SPF benefits NoGood, AKDM.
Content Marketing and Social Media Engagement
Supergoop! leverages video content on Instagram and TikTok, creating fun, summery, and festival-relevant content that appeals broadly. Campaigns include influencer collaborations, music video placements, and themed activations like Coachella. They repost consumer content to reinforce authenticity. During Coachella, they crafted Instagram-worthy visuals, partnered with Sabrina Carpenter for her music video, and hosted Glowtel influencer activations—aimed at making products festival staples Marketing Brew.
Multichannel and Out-of-Home Advertising
Supergoop! expanded into out-of-home activations such as pop-up "Sunshine Shacks" in key markets, offering in-person product trials and education. Investment increased 22% year-over-year, especially during spring and summer. The strategy includes exploring digital platforms like Twitch and Snapchat to reach diverse demographics, including men and older consumers Marketing Brew.
Influencer and Community Partnerships
Supergoop! builds long-term relationships with influencers and creators. Holly Thaggard hosts dinners and events to ensure influencers are well-educated about the brand and mission. User content from consumers and influencers is reposted to maintain authenticity, creating a virtuous growth loop [NoGood], [Beauty Independent].
Product Expansion and Lifestyle Positioning
The brand has evolved into a lifestyle brand through collaborations with photographers, limited-edition products, and pop-up events. In 2022, they expanded their line to include SPF serums, eyeshadows, and vitamin C products. Collaborations with Gray Malin, ice cream brands, and pop-up activations like The Sunshine Shack at festivals reinforce their positioning as a fun, essential part of outdoor life. This strategy aims to turn SPF into a year-round lifestyle staple [NoGood], [AKDM].
Strategic Growth and Investor Support
Supergoop! attracts significant investment from private equity firms like Blackstone. This backing supports rapid expansion into international markets, product line diversification, and scaled marketing efforts across print and digital channels. The investment fuels sustained growth and global presence [NoGood], [AKDM].
How Does Supergoop! Position Itself in the Competitive Skincare and Sunscreen Market?
Supergoop! positions itself as a pioneering, dedicated sun care brand committed to innovation, education, and lifestyle integration. It markets as the only skincare line fully devoted to sun protection, differentiating from general skincare brands that add SPF as an afterthought. The brand aims to make daily SPF use effortless, enjoyable, and essential through innovative, clean, reef-safe formulas like Unseen Sunscreen SPF 40 and Glowscreen SPF 40.
It leverages educational marketing to shift consumer behaviors toward year-round sun protection. Its community-driven growth, influencer collaborations, UGC, and experiential activations reinforce its lifestyle brand. Global expansion through partnerships with Sephora and Space NK solidifies its position in markets like Europe, Asia, and the Middle East. Backed by Blackstone, Supergoop! sustains aggressive marketing, innovation, and expansion efforts while emphasizing skin cancer prevention and sun safety education.
Overall, Supergoop! merges innovation, education, and lifestyle, aiming to become the category leader and a household name in sun care.
What Digital Marketing Tactics Does Supergoop! Use to Reach Its Target Audience?
Supergoop! adopts a multifaceted digital marketing approach. Central to this is SMS marketing, launched in 2018 via Attentive. It has grown significantly, with a 167% increase in subscribers YoY and an 11.5% conversion rate on one-time texts, generating a 29x ROI. Their messages are conversational, humorous, and timely—such as referencing the solar eclipse to promote SPF powder—creating personal connection and immediacy Marketing Brew.
They utilize social media platforms like Instagram, TikTok, and YouTube through influencer collaborations and targeted ads. Campaigns include AR experiences, such as Snapchat lenses, encouraging outdoor activity and daily SPF use among younger audiences Adweek.
Supergoop! invests in out-of-home ads, direct mail, and retail partnerships with Sephora and Nordstrom for omnichannel engagement. Their educational content emphasizes product benefits—non-greasy, invisible, clean ingredients—aligning with consumer values. Personalized profiles based on messaging preferences, purchase history, and behaviors allow targeted campaigns for product reminders and promotions, especially for mid- and lower-funnel shoppers AKDM.
By integrating personalized SMS, social media influencer collaborations, AR experiences, and retail collaborations, Supergoop! sustains engagement, builds trust, and expands its international reach.
How Does Supergoop! Leverage Influencer Marketing and Social Media?
Supergoop! uses influencer marketing and social media to increase brand awareness, educate consumers, and foster community. The brand partners with influencers on TikTok, Instagram, and YouTube to create relatable, humorous, and educational content. Holly Thaggard invests in genuine relationships—hosting dinners and events to turn influencers into passionate advocates—ensuring authentic promotion Socially Powerful.
They actively share user-generated content—routine videos and reviews—to reinforce authenticity. Influencers share personal routines, demonstrating product use and emphasizing daily, year-round sun protection, shifting consumer perceptions.
Supergoop! also taps into TikTok trends and challenges, like #UnseenSunscreen or #Glowscreen, encouraging viral participation. Influencer trips and events in LA and NYC create content opportunities and foster community among advocates.
This comprehensive influencer and social media strategy maintains relevance, educates audiences, and nurtures a loyal community aligned with the brand’s mission.
What Role Does Branding and Product Storytelling Play in Supergoop!'s Marketing Approach?
Branding and storytelling form the core of Supergoop!'s marketing. Holly Thaggard emphasizes making sunscreen a healthy, habitual part of daily life through compelling narratives that educate and build a positive brand identity The Bright Side.
The brand addresses consumer pain points—sticky textures, unpleasant smells—by offering innovative, feel-good formulas with clean ingredients, such as oxybenzone-free, paraben-free, and fragrance-free products. These stories align with health, safety, and fun, making sun protection approachable and desirable.
Supergoop! employs category narratives (how it differs), product narratives (multifunctionality, textures), persona narratives (lifestyle and values), and culture narratives (sustainability, transparency). Their story of making SPF a daily habit transforms sunscreen into an empowering, enjoyable routine, fostering emotional bonds and loyalty.
The brand shifts perceptions from sunscreen as only for outdoor or vacation use to a daily essential. Campaigns like "Every. Single. Day." reinforce this message, embedding sun protection into everyday skincare routines Hello Holly.
Educational content about skin health, cancer prevention, and sustainability enhances trust and aligns with consumer values. Consistent messaging across channels creates an authentic, memorable brand voice.
Storytelling helps Supergoop! differentiate, build long-term brand equity, trust, and loyalty—key factors for sustainable growth and leadership in the category Valarie McMurray.
How Does Supergoop! Differentiate Itself from Other Sunscreen Brands?
Supergoop! stands apart through a comprehensive marketing approach emphasizing education, community, brand positioning, and multi-channel outreach. It redefines SPF as a daily skincare necessity, shifting perceptions from seasonal or beach-only to an essential routine.
A primary differentiator lies in consumer education and category disruption. Holly Thaggard aimed to "deseasonalize" SPF, promoting it as an all-year-round product. The launch of innovative, clean, non-goopy formulas addressed common complaints, making sunscreen appealing for everyday use NoGood.
Community-led growth also plays a role. Holly Thaggard fosters genuine influencer relationships—hosting events and dinners—turning influencers into authentic advocates. Reposting user content boosts social proof and relatability NoGood.
Supergoop! expands its reach with pop-up shops, experiential marketing, and partnerships with lifestyle brands like Gray Malin and Minions. For example, their "Everything Under the Sun" pop-up in NYC aimed to educate and elevate brand awareness beyond traditional retail.
The brand explores diversified advertising—print, out-of-home, digital platforms like Twitch and Snapchat—to attract broader demographics including men and older consumers Digiday.
Sustainability and clean formulations further strengthen differentiation. Their SPF-infused serums, eyeshadows, and balms reinforce their identity as a lifestyle and beauty brand—not just a protector. These combined efforts make Supergoop! stand out from competitors relying solely on traditional marketing.
What Are Some Successful Marketing Campaigns Launched by Supergoop!?
Supergoop! has executed several impactful campaigns that boost brand visibility and engagement:
Through these campaigns, Supergoop! effectively educates, entertains, and engages audiences across platforms, strengthening its leadership position in sun care.
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