Sunday Skin
An SPF brand for people who forget SPF, which is most of us, most days.
Sold out three times in one summer
- The brand
- Sunday Skin
- What we did
- Forecast and strategyContent productionExpert partnerships
- How long
- 5 months
- Where
- InstagramTikTok
Sunday Skin makes a sunscreen that does not feel like sunscreen. We turned a boring daily habit into a running joke between the brand and its audience, and the product kept selling out.
[01]
The low pressure
Everyone agrees SPF matters and nobody wants to hear about it again. The category is full of white-coat lectures, and Sunday Skin's posts were getting saved but never shared.
[02]
The hunch we backed
We built a character called The Forgetter, a recurring sketch about every excuse for skipping sunscreen, and paired it with a daily 8am reminder post people could send to the friend who always burns. Dermatologists came in once a month to answer real questions in the comments.
On the phone
The posts that did it
Swipe through a handful of the real posts behind the numbers, as they looked on the day they went out.
The Forgetter, episode 12
Send this to the friend who always burns.
Ask a dermatologist, live
+390%
saves per post
Texture check, no filter
The read
What the numbers said
+390%
Saves per post
6.8%
Average engagement
54K
New followers
3
Sell-outs in one summer
| Period | Value |
|---|---|
| W2 | 1.2K |
| W4 | 1.8K |
| W6 | 2.6K |
| W8 | 3.9K |
| W10 | 5.4K |
| W12 | 7.1K |
| W14 | 8.8K |
| W16 | 10.6K |
| W18 | 12.9K |
| W20 | 14.2K |
“Our audience now reminds each other to wear SPF. We basically outsourced the nagging, and it works.”
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