Vacation, a sunscreen brand, emerged from a simple yet enticing idea conceived during a beach getaway. Founders Lach Hall and his team found themselves soaking up the sun, sipping piña coladas, and slathering on sunscreen. As they relaxed, a thought struck them: why is sunscreen so mundane when it accompanies such joyous moments? Hall expressed this sentiment at the WWD Beauty CEO Summit, recalling their desire to reinvent sunscreen, transforming it from a chore into a product that someone would genuinely look forward to using. They envisioned a brand that would complement sun-soaked memories, just like treasured sunglasses or favorite books.
What sets Vacation apart isn’t merely its beach-inspired origin but rather its approach to branding. Hall cited inspiration from the legendary musician Jimmy Buffett, who sold an entire lifestyle of perpetual vacation rather than just music. Buffett created an immersive experience, skillfully masking the hard work behind his brand’s illusion. Similarly, Vacation seeks to project an image of carefree fun while relying on meticulously crafted marketing strategies. At first glance, their vibrant, escapist branding might seem whimsical, but it’s built on the foundations of traditional, effective marketing principles.
The founders’ research into the sunscreen industry revealed an intriguing trend. In decades past, particularly from the 1950s to the 1990s, sunscreen marketing emphasized a fun, laid-back attitude, closely tied to tanning and sunbathing. However, as the awareness of skin dangers increased, the tone shifted to a more clinical perspective in the 1990s. Hall and his team recognized that with a newfound collective commitment to skincare, it was time to reintroduce the playful essence of sunscreen. By returning to the roots of joy associated with sun exposure, they sought to rekindle a connection to fun.
This desire for a fun and nostalgic approach manifested in inventive product designs and formulations, such as the Classic Whip SPF 30, known for its cream-like texture, and the Orange Gelée, reminiscent of beloved tanning products from the 1970s. Through these innovations, Vacation ensures that each sunscreen application is an experience, not just a routine. Customers find themselves drawn to the products, treating them as collectibles they want to flaunt on their beach outings.
Not only do consumers appreciate the unique designs and effective formulas, but they also enjoy sharing their experiences. Social media plays a significant role in Vacation’s success, as the brand garners immense visibility online, particularly on platforms like TikTok, receiving around 5 million views weekly. This organic buzz is fundamental to the brand’s growth, effectively transforming casual users into enthusiastic promoters who elevate the brand within their networks.
In essence, Vacation is more than just a sunscreen brand; it’s a celebration of moments spent in the sun. By blending enjoyable experiences with effective sun protection, they craft a narrative around sunscreen that turns an everyday necessity into a stylish accessory. This innovative approach resonates deeply with today’s consumers, who are increasingly looking for products that not only serve a purpose but also evoke joy and connection to one’s experiences under the sun.