Summertime means sunscreen time and with it SPF launches and marketing activations. According to Statista, the global sun protection market generated a revenue of $11.52 billion in 2024, and while business is booming, there are still gaps to fill. A recent study by behavioral research company Veylinx across 1,609 US consumers found that only 30% of respondents apply sunscreen daily during the summer and 27% use sunscreen year-round. How to up the use of SPF products? First, create products that make wear enjoyable through nongreasy textures that wear well under makeup but are also moisturizing and have beautifully scented formulas that blend suncare with bodycare and perfume applications. Second, meeting your consumer where they are at, quite literally.In the middle of the summer heat wave of suncare buzz, brands like Vacation and Supergoop! are bringing their products even closer to the consumer, venturing outside of traditional pop-up activations, adding in an additional personalization component.Supergoop! set up its concierge service at Governors Ball music festival in New York, handing out free samples to festivalgoers. Before the festival, the brand also hosted a gifting suite at New York EDITION Hotel for a select group of influencers.The company also sent LA-based influencers like Christen Dominique and Mariale Marrero an in-home sunscreen concierge service, complete with yellow-suited bellhops, allowing them to choose their favourite products from the brand’s over 40 products.