Our beauty brand boyfriend has decided to share some magic with us once again with not one new product launch, but THREE. Sunscreen Bae, Vacation Inc., has served up three new facial SPF choices just in time for warmer weather now that we’ve entered Q2.
While we may still be waiting on an answer to “What are we?”
…we’re game to unpack this trio for you.
First up is Super Stick, a “ground-breaking, must-have companion for the modern, on-the-go leisurist.”
Super Stick Facts:
Retractable design
Precise application
WaterGlide technology = tug-free glide
“Invisible” SPF 40 coverage
Lightweight, non-waxy feel
Satin finish
Launch 2 is Studio Tone, a sun care and beauty category love child, these bronzing drops produce an immediate sun-kissed glow.
Studio Tone Facts:
Multi-functional 3-in-1 formulation
Nourishing Ferulic Acid, Ceramides + Vitamin E
Fast drying
Layer-able, natural mineral pigments
Convenient dropper
SPF 50
And finally, we arrive at launch 3: Shake Shake, an SPF 50 Mineral Milk, and potentially the star of the show.
Shake Shake Facts:
Streak-free application
Lightweight feel
Innovative “Shakerball” packaging
Watery-milk texture
Non-comedogenic
Rubs in smooth + clear
Barrier-supporting Ceramides + Collagen peptides
In recent our coverage of Supergoop!, we noted that SPF tends to be a very personal and complicated choice. Similar to a foundation or primer, it’s really about what formula vibes best with your particular skin. One bestie’s SPF may be a hero item, only to destroy a full face of makeup for another moments after walking out the door.
When looking at a portfolio, options are key in the SPF space.
Do you have multiple textures? Chemical AND mineral offerings?
Are there choices that are genuinely UNIVERSAL?
Acne-safe? Glow-inducing? Perfect for everyday wear?
Can simultaneously act as a primer and moisturizer? Or can it be layered with the wearer’s preferred primer and moisturizer? Will it make their foundation fall off their face?
Which is why seeing three new options for Vacation’s face category is particularly thrilling.
And it needs to be said that this brand is one of the few thriving in both the innovation and branding areas. We’re always wondering what will come next. How often can you say that about a brand? Genuinely?
With each new launch, it feels like a natural continuation -- but we’re never bored by the visuals, packaging design, or product. Despite straddling a few different eras to pull nostalgia from, each campaign is undeniably Vacation-made. This continuation; how each new launch is a purposeful extension of what’s already been built for the brand, feels like the next episode of a show we’re all so shamelessly hooked on has just been released.
This is why Vacation is winning so hard right now. They turn heads. They experiment. They give off the vibe of not taking themselves too seriously, and yet, their marketing is spectacular and clearly well thought out.
In a short amount of time, the level of brand awareness that’s been achieved here is praise worthy. It leaves consumers (and marketers like us) dying for the next drop.
It’s important to note that when you look at the brand’s Instagram feed, there’s no influencers, no UGC. It’s a completely curated grid. Maybe Vacation is a bit of a Virgo? Or maybe they just know what makes sense for their particular brand. Also, they haven’t touched their TikTok since 2023.
Working with brands, and our clients, it can be tempting to give in to requests to hop on every trend and activation. It’s what everyone is doing, right? Look at what it’s doing for all those other brands! They're VIRAL. But when you have a unique point of view, and know who you are as a brand, you’re able to quiet the noise and focus on what feels right.
And we feel like it’s definitely paying off.
A streamlined approach to 360 brand strategy with a bigger emphasis on the special details that make your brand what it is? Take note.
Whatever happens next, we’re pretty sure we’ll be here for it.
Comments