- Sunblock brand Supergoop! is working with influencer/actress Liza Koshy on a social campaign to promote its products during Skin Cancer Awareness Month.
- Koshy has been the brand’s “Chief Super Officer” in the “Feel Super” campaign, a campy effort designed to inspire people to choose Supergoop! for their daily SPF, that has run for the last month.
- In the final spot, which debuted on May 8th, Koshy retires after coming to realize that Supergoop! already makes everyone “feel super.”
Supergoop! is tapping into an influencer strategy in order to get its products in front of consumers ahead of the summer beach season. Koshy counts almost 20 million Instagram subscribers, which gives the brand (which has 778k followers) access to a new audience and allows them to playfully tell their story to her fans.
In one video, Koshy goes to Sephora and competes with a store employee to help a customer find a sun block that doesn’t make their skin greasy. The effort promotes the brand’s Glowscreen SPF 40, Unseen Sunscreen SPF 50, and PLAY Everyday Lotion SPF 50. Koshy also stars in her own ‘stage production’ to introduce the SuperShades: sunglasses that carry Supergoop! Sunscreen inside them.
The news comes on the heels of Supergoop! founder Holly Thaggard leaving the skincare business. Thaggard announced on LinkedIn that she is stepping away from the business she created. “I started Supergoop! with a super dream: to stop a cancer epidemic by creating a sunscreen so clean, so efficacious, and so FUN that everyone, everywhere, would want to wear SPF every single day,” she wrote.
In 2022, the Blacktone Group bought a majority stake in the brand, which at the time was valued at an estimated $700 million.
