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For decades, sunscreen has sat in the beauty aisle as a chore, not a choice. It was something you slapped on before a beach day or rubbed in at a family barbecue. Necessary, but never anything you looked forward to.
Then Vacation® showed up.
Launched with the tagline “The World’s Best-Smelling Sunscreen” the brand actually made SPF… fun. And in doing so, they didn’t just break into a saturated market, they rebranded the sunscreen experience.
It’s about the feeling, not just the function.
What makes Vacation® stand out isn’t their formulas (while those are impressive). It’s a complete sensory story they’re telling. Every product – whether the viral Whip Mousse SPF, Classic Lotion, or Baby Oil – smells like an 80's pool party, rollerblading down Venice Beach, and the sheer relaxation of being off duty.
The classic scent? Coconut, aloe, and banana, and shea oil.
The design? Nostalgic 80’s resort chic. Think tiny hotel keys and old-school cocktail menus.
The mood? Vacation, of course.
They describe their offerings as "leisure-enhancing", and they deliver.
The execution:
TikTok-ready products: Their Whip Mousse SPF (which comes in a literal whipped cream canister – cute!) went viral for being the most fun way to apply sunscreen ever. Even better? Each sunscreen product comes with its own radio station to complete the vibe.
Brand collaborations and merch: It isn’t just sunscreen. It’s a lifestyle. They have released beach towels, bucket hats, candles, and even frisbees.
A web experience that is like drinking a piña colada: Their pages feel like a brochure from a 1982 Miami resort. Vintage visuals, beachy colors, and retro postcards transport you somewhere else.
Why this works:
✓ They sell the vibe, not just the benefit. SPF 30? Reef safe? Broad spectrum? Sure. But most brands would stop there. Vacation goes above and beyond to sell a mood, which makes consumers actually want to use their product.
✓ They lean into sensory marketing. Scent, texture, sound, and packaging details tie the whole story together.
✓ They play the nostalgia card. They know that Millennials and Gen Z want to feel carefree, which their poolside aesthetic delivers.
✓ They create rituals, not routines. Vacation makes sunscreen something you actually look forward to applying, not a sticky obligation.
The takeaway for your brand?
You don’t have to sell SPF to steal this playbook. Regardless of what you're marketing, the formula holds:
- Turn “use” into “experience.”
- Make utility feel like a luxury.
- Build emotional value before functional value.
