Sunscreen marketing agency

The title has to carry what the shopper types: brand, SPF number, filter type where it applies, format and size. Mineral SPF 50 face fluid 50ml is a title that matches queries. Sun cream is not. Filter type deserves its place because mineral and chemical are two search behaviours, and shoppers who want one will not buy the other.

Campaigns split by use case rather than by product line. Daily face, sport and water, family and body, and sensitive or baby formulas each have their own queries, their own price expectations and their own seasons. Budget shifts to holiday and travel language months before local summer in northern markets, because people book and pack before the weather turns.

Copy stays inside the local regime. Wording that is standard on a United States label may not be permissible in another market, and any suggestion of preventing or treating a disease moves the ad into a healthcare review immediately. Advertise what was tested and labelled, and nothing beyond it.

The creative that works for sunscreen is a texture test. The product rubbed in on camera on several skin depths, the cast shown or shown not to appear, a foundation applied over the top to prove it does not pill, a sweat or water sequence for a sport formula. Shoppers have been disappointed before and they are looking for evidence of behaviour, not of efficacy.

Creators are useful for exactly this reason, and a brief that says show it on your skin in daylight and say honestly whether it casts is worth more than a script. Deeper skin tones especially need creators, because a brand photograph will never settle that question.

Policy is the constraint. Meta does not allow copy that implies something about the viewer, so anything about damaged, ageing or sun-spotted skin is rewritten around the product. Claims about preventing conditions are out entirely. And avoid before-and-after imagery, which in this category reads as a health outcome and will be rejected.

Sunscreen feeds fail in a few specific ways. Sizes merged into one offer means the small travel tube and the large body bottle compete for the same query at one price. Split them, group under item_group_id, and fill unit pricing so price per millilitre is visible on a category where it drives the choice.

Expiry matters more than in most beauty categories, because stock sits over a winter and customers check dates. Keep batch and expiry tracking tight, take short-dated stock out of the feed rather than shipping it, and be careful with heat during transit in summer.

Then the claims audit, per market. Because sunscreen is a drug in some countries, a cosmetic in others and a therapeutic good elsewhere, the same description can be compliant in one feed and disapproved in another. Registration or listing numbers may be required in the feed for some markets. Reef safe and similar environmental phrasing has no single agreed standard and is a misleading claims risk, so if you use it, it needs to be tied to a specific defined statement about which filters are excluded.

The searches that bring new customers are educational and constant. How much sunscreen to use on a face. Whether mineral or chemical suits sensitive skin. What broad spectrum means. Whether SPF is needed in winter or indoors. Which sunscreen does not leave a white cast on deep skin. Those are the exact sentences people now put to AI assistants, and pages that answer in the opening line, in visible text, with the specifics written out, are what gets cited.

Build these as reference pages tied to your range rather than seasonal articles. A filter explainer, an application amount guide and a cast comparison across your own products will be read and linked year-round, which matters in a category with such an uneven season.

Product pages carry the SPF, the broad spectrum status, the water resistance as tested, the filter names, the finish, the size and the fragrance status in text rather than in a label image. Structured data lists each size as its own offer. Collections follow use case: daily face, sport, sensitive, children, body.

Two different rhythms live on one list. Daily face sunscreen empties on a short cycle when it is actually applied in the recommended amount, so the reminder is calculated from the size and a realistic daily use and lands before the bottle is done. Offer the subscription on the second order, once the customer has decided the texture suits them, and never on the first.

Body sunscreen is event-driven. The trigger is a trip rather than a date, so the useful sequence goes out at the start of the holiday booking season and again a couple of weeks before school holidays, offering the travel size, the family multi-pack and the after-sun together.

A third message is worth building: the seasonal restock at the start of spring, which asks customers to check what is left over from last year and points out that an opened bottle from a previous summer is not the one to rely on. It is honest, it is genuinely useful, and it converts because it is true rather than because it is pushy. SMS carries the reorder nudge and nothing else.