Sunblock brand Supergoop firmly believes that consumers should wear sunscreen every day. But naturally, summer is a top marketing moment for the brand, said Chief Marketing Officer Lauren Weinberg.

Weinberg joined Supergoop in Q1 2026, after previous stints as CMO at Peloton and CMO at Square. She also held senior leadership roles at Yahoo, MTV, AOL, Nielsen and ComScore.

Supergoop has more than 40 sunblock products that come in lotions, sprays, lip balms, sticks and more. In the summer, the brand focuses on its “Play” product category. This formula resists sweat for 80 minutes.

Summer of Play Campaign

The brand recently launched a “flagship” campaign called Summer of Play that showcases consumers playing sports, swimming, going on vacation and being outside to showcase all the moments where consumers need sun protection. Weinberg said it is the brand’s most integrated 360-degree campaign, and she is particularly pleased with how the campaign has coincided with its retail sellers.

For example, Supergoop launched a Premium Beauty storefront on Amazon and had an end cap in Target debut all in the same week of its campaign going live.

“Being able to coordinate with our retail marketing team and how we show up in retail stores while we have this campaign going on has been a huge improvement for us and something that we’re proud of,” Weinberg said.

Supergoop has a team that focuses specifically on retail and commercial strategies, she said. The brand launched in Target in February. For this campaign, Weinberg said its products and merchandising stand out at Target, which is great because Play is a more “family friendly” product.

“Having an end cap is just a great way to drive additional awareness and sales in store,” Weinberg said.  “Just given the Target shopper is also in that same demographic, it was really important for us to emphasize Play with the Target end cap so that people who are discovering Supergoop for the first time in store, they have a little bit more institutional knowledge.”

An Early Prime Day

Prime Day is an important selling moment for Supergoop. This year, Amazon had its annual sale in June, a few weeks earlier than its typical July date. Supergoop intentionally launched its Play campaign before Prime Day so it could build awareness and demand ahead of the promotional moment.

“We really considered Amazon Prime Day in the timing and the flighting of the campaign so that we’re building up that demand and that people are aware of our brand and searching for us specifically when Prime Day comes around,” she said.

The brand is pleased with the results so far, with “really good” video completion rates and immediate spikes in brand lift metrics, including consideration and awareness, Weinberg said.

“We are still learning exactly how long it takes for us to see demand generation trickle down into sales and capture,” she said. “But so far we’re really pleased with how it’s going.”

Short Videos Are Best for Branded Assets

Weinberg said Play is one of its hero franchises. Another hero franchise is its “Unseen Sunscreen” which is an invisible formula that Supergoop promotes in the winter. Unseen is more focused on the face, whereas Play is more focused on the body, she said.

Supergoop applied some of the learnings from its Unseen marketing push in January to this campaign, such as eliminating 30-second spots. Instead, for Play, Supergoop focused on 15 and six-second videos, and added more creative diversity and more storytelling, Weinberg said.

While shorter is key for the brand’s own marketing assets, consumers have more patience to watch a longer video when it’s from an influencer they follow, she said. That’s why creators are another pillar to Supergoop’s marketing strategy, to ensure consumers hear more information about the product.

“For Supergoop, it’s about a balance between those two things: being succinct in our brand storytelling but making sure we’re getting the key messages across,” Weinberg said. “And then complementing that with creator assets where we can show the product being applied and have people talk more specifically about some of the detailed product benefits.”

Supergoop has creators it likes to work with at different phases in the marketing journey, such as some who are good at talking about product benefits, while others are better at driving purchases to specific retailers, like Target or Amazon.

Supergoop Optimizes Spend and Creative Mid-Campaign Based on Results

“We think specifically about how much money we want to put towards brand assets versus creator assets,” she said. “We’ll start our campaigns with an idea of what that mix should be and then we’ll look at performance and make optimizations and changes to both the creative content and also to where we put the most amount of spend based on what we’re seeing in terms of video completion rates, conversion rates, click-through rates.”

During Prime Day, Supergoop decided to have all of its dollars behind supporting sales on Amazon. The brand also makes changes to the campaign, such as the order of its key shots, depending on what’s driving conversion. For example, the application shot — showing a consumer rubbing the sunscreen into the skin — is a key shot for the brand as it showcases the product’s high-quality ingredients, Weinberg said. The product packaging also is a key shot that drives conversion, she said.

The brand also constantly tests the best “end card” to drive the most conversion, whether that is to a specific retailer or its own direct-to-consumer website.

For the Play campaign, the brand focused more on parent creators, because it wanted to communicate about sunscreen for everyone in the family.

Supergoop Aims To Show Up in Culture

Supergoop also has invested in experiential marketing, such as being the official sun care partner of the PGA golf tour. At certain courses, the brand had pump stations throughout the golf course which exposes many people to the brand in a moment when they need it, she said. Plus, its selling products in PGA stores.

“We have been focused on showing up in moments in culture where we can encourage sampling and trials,” she said. “Trial is a really important part of our overall go-tomarket engine because once people try our formulas, they tend to really stick with them for a while.”

To emphasize the year-round need for sunscreen, Supergoop also works with ski resort Alterra Mountain Company, and provides samples in its 13 resorts.

The brand tracks the return on these investment through how many samples it distributes and if the activation increases sales in the location where it took place. The brand also is experimenting with having QR codes on its packages from events so it can provide a discount to those shoppers and better track return.

Supergoop launched in 2005, and in 2021 investment firm Blackstone acquired a majority stake in the brand for an undisclosed amount.