A partner to keep Supergoop! in the conversation all year, everywhere people discover SPF.
The brand was scaling into new retail at the exact moment several of the category's biggest conversations were being won by other brands.
Supergoop!
Supergoop! already won the fight to make SPF a daily habit. The next fight, daily authority, was still unclaimed.
Built from a winning agency proposal I led strategy for. Ideas are shown as proposed; campaigns and partnerships that originated with the brand belong to the brand. My role was the strategy, the blank space and the platform.
Don't pick a lane. Be in all of them, at once.
Not a beach brand, not a beauty brand, not a wellness brand. The brand that's already there, wherever people happen to be looking, from the Sephora shelf to the Target cart to the answers AI search gives.
Daily authority.
The category had moved from seasonal to daily, and discovery had moved to TikTok, dermatologists and AI answers. The brand that explains the science, earns derm trust and shows up correctly everywhere people now search was a role nobody owned.
Super Seen.
Every retailer, every season, every authority, every engine.
Three pillars carried it. The Truth, Trusted: ingredient education and rapid response to misinformation, backed by the dermatology community. Handed Down: kid-facing education that builds habits for a lifetime, not a summer. Culturally Consistent: signature activations and collaborations that keep the brand present across every season.
Won.