Newsletter 23: Protect your $UCCE$$ like how you protect your skin💸
HEY CONVERSION QUEENS 💸👑
Today, we’re shining a light on Supergoop, the skincare brand that’s redefined how we think about sun protection.
What started as a mission to make sunscreen an everyday essential has turned into a blueprint for success, blending education, smart product development, and customer-first marketing to create a powerhouse brand.
Let’s break down the lessons that have fueled their rise and see how you can apply them to your business.
SIS, LET’S CATCH A CASE
SECRET TO PROTECTING SKIN (AND SUCCESS)
Supergoop! was founded by Holly Thaggard in 2007 with a clear mission: to make sunscreen a daily necessity for everyone, not just a beach-day essential. Thaggard, inspired by a friend's skin cancer diagnosis, realized the critical need for broad-spectrum sun protection in everyday skincare routines. She saw a gap in the market for high-quality sunscreen products that were effective, easy to apply, and could be seamlessly integrated into daily life.
Supergoop!’s core audience includes health-conscious consumers, beauty enthusiasts, and anyone interested in proactive skincare. Recognizing that traditional sunscreen was often seen as an afterthought, Thaggard innovated by positioning sunscreen as a fundamental part of everyday beauty and skincare routines. Supergoop! leverages several key marketing tactics to drive conversion, growth, and sales, including educational campaigns on the importance of daily sun protection, influencer partnerships, and a strong focus on clean, cruelty-free ingredients. The brand's products are often featured in beauty routines and morning skincare regimens across social media platforms, making sunscreen a fashionable and essential step for their audience.
Supergoop! has successfully carved out a niche in a saturated market by positioning sunscreen as a beauty staple rather than just a functional product. Their story is compelling because it taps into a growing consumer awareness of the long-term effects of sun exposure, while also making the application of sunscreen an enjoyable part of self-care. This strong brand positioning—focusing on education, innovation, and everyday use—has allowed Supergoop! to stand out and build a loyal customer base in an otherwise crowded skincare market.
POSITION YOUR BRAND TO WIN
1. 💸👑 Diverse Product Offerings: Supergoop goes beyond traditional sunscreen with multi-use products like SPF setting sprays and CC creams. This variety encourages repeat purchases and allows customers to address multiple skin concerns in one routine.
2. 💸👑 Educational Campaigns: Supergoop teaches customers why daily SPF is essential for skin health, focusing on long-term benefits like skin cancer prevention and anti-aging.
3. 💸👑Personalized Quizzes: Their quiz helps customers find the right SPF product for their skin, driving higher conversions by offering personalized recommendations.
BRANDS THAT MADE OUR SH/T LIST
REFRESHING MOUNTAIN DEWS DESIGN
Mountain Dew’s redesign takes us back to its backwoods Appalachian hillbilly roots, where the drink was used as a moonshine mixer.
THE FAST FOOD COMPANY WITH THE QUICKEST DRIVE-THRU GOES TO…
They call it fast food for a reason.
WALMART'S EXPANDING STRATEGY THROUGH AI
Walmart is integrating new technologies into its e-commerce plan as part of a larger reset.
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
