There’s lots of reasons to opt for a mineral sunscreen over chemical, but it can be hard to convince consumers to make the swap due to the tragic white cast most formulas leave behind.
We don’t know about you guys, but while we will never go a day without SPF, we’re definitely not willing to embrace full goth vibes in order to do it.
We wear enough black at The Beauty Brief as is.
Supergoop!’s original Unseen Sunscreen has been a big hit for the brand, so when we learned they were serving up a mineral version, the intrigue was REAL.
Mineral Unseen Sunscreen retails at $40 for 1.7oz and provides SPF 40 protection while promising a “sheer, weightless, scentless, and cloud-like” formulation that will “seamlessly blend in with a natural finish” and is ideal for sensitive skin.
It’s not every day a new product launch checks off all our boxes for a well-rounded campaign, but we need to give Supergoop! a standing ovation for this one.
The education element is commendable and something we do not see enough of. Supergoop! came ready and had anticipated what most consumers would need to know about their mineral SPF in order to persuade them to try the new formula.
Supergoop! provided informative content and kept expectations in check by reminding their audience that mineral SPF rarely fully invisible; however, better blendability is a goal they can accomplish.
While the brand gave us a slight range of skin tones in their marketing visuals, it’s important to note that the darkest tone we’ve seen advertising the product would be categorized as medium.
After a quick search on TikTok, we found our answer.
SuperGoop! sent the product to user @drphia, a dermatologist in training, with the self-aware disclaimer that they were not sure how it would work for her skin. She tried it on camera and unfortunately was met with the white cast we’d typically expect, but did say that she liked the way it felt on her skin.
Ultimately, Dr. Phia concluded she’d stick with the classic Unseen option.
Often many assume that this is the reality of any mineral sunscreen, but we have to stop for a moment and consider that innovation has absolutely occurred in order to solve the problematic white cast side effect, ultimately producing mineral offerings for a wider range of skin tones.
Brands like Black Girl Sunscreen and Fenty Skin have certainly provided consumers with solutions here.
That being said, we DO have lots of positive things to say about this launch to add to your marketing inspo.
The first teasers Supergoop! supplied were a delightful mix of texture and intrigue. (Being a cloud girly, this was essentially a moth/flame scenario)
Sephora was the first to have the product go live and we got a fun AI collaboration with the retailer in celebration. It’s also important to note the timing of this given the fact that the infamous sale is currently upon us.
Next, we received some educational slides, which kept expectations for Supergoop!’s particular formulation in line with the reality and limitations of this new product.
A beautiful event took place in Hollywood with cloud-inspired cocktails, cotton candy, and sunny Supergoop! yellow decor to complete the on-brand aesthetic.
Take a pause for a brilliant April Fools’ Pup Screen post.
And back to the campaign promo with identifiable visuals and informative copy.
Something Supergoop! displays throughout the launch process is the importance of keeping attention on other products simultaneously. Brands often forget to continue the hype for existing products once new ones are brought into the mix and this is a major no no.
Never forget the hard work it took to create every single item in your portfolio. Yes, give special attention and enjoy the newness factor. But maintain interest for all the options to keep consumers aware of their variety of choices in one space – keep them with you.
SPF is a very personal choice for all of us.
We have endless textures, finishes, tints, etc. And it’s definitely a product where there seems to be some of the strongest brand loyalty. We’re curious about this new mineral option, but are also dedicated to our long-time faves.
How do you finally decide to try a new SPF formula? What pushes you to finally make that choice?
Let us know your answer in the comments and also share your fave SPF!
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