1/1/2023 0 Comments Olly lovin libido![]() ![]() ![]() #Olly lovin libido skin#“The goal was not to make light of skin cancer, but to create a disruptive video series on platforms native to Gen Z-Instagram and TikTok-that remind people of the importance of annual skin checks with their dermatologist,” Sun Bum vice president of marketing Russell Radebaugh tells Fast Company. In May, the company launched “Know Your Spots,” a campaign that highlights spots of all ilks, like taco shops and dermatological concerns. In the sun-care industry, serious health risk prevention continues to be top-of-mind when it comes to consumer motivation-and Sun Bum’s marketing approach is more whimsical and memorable than frightening. This summer, Sun Bum launched a four-part campaign showcasing the breadth of its SPF product range by breaking the fourth wall in an irreverent DIY-style series. Instead, the brand relies on consumer education and quirky humor to drive home its brand messaging. Since launching in 2010, sun protection and lifestyle brand Sun Bum has steered clear of fear mongering in an industry sector traditionally rife with scare-tactic messaging about anti-aging and skin cancer. Here are three wellness brands at the forefront. The common thread throughout: de-emphasizing the clinical and potentially frightening consequences of neglect, and focusing on the emotional benefits of empowerment and self-care-all while entertaining and amusing its audiences, especially via social media platforms such as Instagram and TikTok. To capture new audiences and consumers in this competitive sector, many wellness brands, intent on appealing to millennials and Gen Z, have pivoted to marketing tactics cribbed from the lifestyle space-and are delivering cheerful missives about preventative measures and at-home care in unconventional ways. ![]()
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