The Ask
Strategically reposition Sun Bum for the Gen Z demographic, aiming to normalize and increase daily sun protection adoption.
The Idea & Insight
To reposition Sun Bum for Gen Z, my strategy targeted a key consumer disappointment: the lingering "after-tan" smell that ruins the sun-care experience. I concepted a "Sol de Janeiro x Sun Bum" collection featuring integrated SPF products. This collaboration merges iconic scents with essential SPF and introduces three new products—an SPF Mist, an After-Care Tanning Oil, and a Body Cream—effectively normalizing sun safety by blending luxurious body care with consistent protection.
The SOL Collection On Tour
Sun Bum and Sol de Janeiro are teaming up for "The SOL Tour," bringing an unforgettable pop-up experience to a beach city near you. Dive into our co-branded collection that merges iconic scents with essential sun protection, offering new ways to achieve that perfect safe glow. Mockup created with Google Gemini.
