THE ASK
Take an existing brand and imagine what’s next for it. You’ll identify an opportunity for the brand to expand into a new audience, category, or cultural space ... something that feels both surprising and believable.
Supergoop! Brand Extension
DEC 2025
Supergoop! IS THE SUPER-PIONEER IN EVERYDAY SUNCARE WITH SKINCARE BENEFITS
WHAT’S GOING ON IN SUNSCREEN?
TATTOOED PEOPLE
WHY?
BACKGROUND
Over a third of consumers are looking for sunscreen with additional skincare benefits. (Mintel)
2/3 Skin protection users feel like they don’t understand what type of formulas work best for their need.
Supergoop! is expensive, and at this high price point they need to prove the difference between them and the dupes.
OPPORTUNITY
APPEALING TO A HIGH-DEMAND AUDIENCE GIVES SUPERGOOP! A CHANCE TO PROVE ITS VALUE
AUDIENCE
BECAUSE THEY’RE ALREADY SLATHERING UP
45% of people with a new tattoo in the last 6 months are more likely to be a heavy sunscreen user.
— MRI Simmons
TATTOOED PEOPLE
Gen Z + Millennials
Self-expression driven
Tattoos as identity + personal stories
High emotional investment in ink
Think about:
Aftercare
Healing
Long-term vibrancy
Aware sun exposure causes fading
Why would tattooed people use sunscreen?
Because tattoos are more vulnerable to sun damage and need consistent protection.
“SPF is actually a fantastic idea because it keeps your tattoos bright.”
— Angeline, Manager, Lucky 13 Tattoo
“Aging is more obvious on tattooed skin, so it is in your best interest to take care of it more intensely.”
— Hunter, Tattoo Artist, River City Tattoo
Known for making skin more vibrant
Known for no white cast
TATTOOED PEOPLE LOVE TO SHOW OFF THEIR TATTOOS
INSIGHT
PROTECTION LIMITS EXPRESSION
BUT THAT COMES AT A COST
People have to sacrifice their tattoo to go out in the sun.
WHITE CAST:
A visible chalky residue often caused by mineral sunscreens containing zinc oxide and titanium dioxide or a poor emulsion of ingredients in chemical sunscreens.
POSITIONING
For tattooed people, Supergoop! is the sunscreen that enhances the vibrancy of their ink.
STRATEGY
Flaunt with Supergoop!
Supergoop is already naturally positioned to succeed with this target because of their current sunscreen formulas...
GLOWSCREEN
A glowy tinted sunscreen that hydrates skin & primes for makeup with a radiant finish & broad spectrum SPF protection.
PRODUCT
UNSEEN SUNSCREEN
Supergoop! EXHIBITION
OFFERINGS
Protection 50 SPF: Defend against UVB and infrared rays
Moisturization: Glycerin and Glycates
Convenience: roll on format
Visibility: Unseen properties with chemical ingredients that leave no white cast
NEW FORMULA
Removes the Opacifiers (oxides, TiO2, aluminum oxide) that cause skin color tint
Increases oil content & decreases water content
Glycerin and Glycates for enhanced moisturization
Source: Source: Dr. Ken Hamilton PhD
TARGET
THE OVERLAP - TATTOOED PEOPLE & SUPERGOOP! USERS
Millennial + Gen Z, skincare-literate, tattooed consumers
Disposable income and willingness to pay for premium, specialized products
Mindset
Sees skin as identity — tattoos are personal, permanent, and worth protecting
Values prevention (aging, damage, fading) over fixing problems later
High emotional investment in how their skin looks long-term
Needs
Daily SPF that protects both skin health + tattoo vibrancy
Non-greasy, invisible formulas that don’t disrupt tattoo texture or appearance
Products that support aftercare, healing, and longevity
Behavior Drivers
Influenced by social media, dermatologists, and tattoo artists
INFLUENCER MARKETING
Influencers chosen due to their place in tattoo culture
Hustle Butter
Mineral Sunscreen Lotion SPF 50
Tattoo after-care brand with a SPF product
$24.99
Glowscreen: Priced at $38 for 1.7 fl oz - $22.35/fl oz
Unseen sunscreen: Priced at $32 for 0.7 fl oz - $22.4/fl oz
CAMPAIGN
LAUNCH EVENT
In a popup installation in the courtyard of an art museum, scan your wearable art into digital display frames.
This dynamic exhibit brings your tattoos and the stories behind them to life, creating an elevated experience that encourages earned media.
OOH
Placements in environments where we believe our target will be out in the sun—moving beyond the stereotypical beach-and-sunscreen trope—to support Supergoop!’s mission of taking sunscreen out of the beach bag and integrating it into daily life.
SOCIAL MEDIA
INKED MAGAZINE PLACEMENT
WHY DOES THIS WORK?
POS DISPLAY
SUPPORTS THE SUPERGOOP! MISSION
Supergoop isn’t just a sunscreen brand, it's a daily lifestyle brand.
It’s built around making SPF an everyday ritual.
That’s exactly what tattooed skin needs.
Ink fades without consistent UV protection, so SPF becomes part of the daily routine.
This product fits seamlessly.
Everyday sunscreen for a brand, and an audience, built on everyday care.
CAPITALIZING ON A GROWING AUDIENCE
Tattooed Persons in the U.S.
21%
2012
12%
33%
2025
Statista
Hustle Butter
Mineral Sunscreen Stick SPF 50
Tattoo after-care brand with a SPF product
$19.99
Lexi Dixon (CW)
Stephanie Gin (AD)
Nathan Tran (ST)
Natalie Wolpert (AD)
Brenton Wood (CBM)
NICHE COMPETITORS CAN’T BE COMPARED
Mineral sunscreens don’t solve the problem for our target
Mad Rabbit
Tattoo Sunscreen SPF 30
Tattoo after-care brand with a SPF product
$25
PRICING
$38 1.7 fl oz bottle
In order to justify our price, we recommend keeping this new product at the same price point as the other products in the line.
MEASURING SUCCESS
AWARENESS: The total reach and visibility generated by the campaign
KPI: Post launch surveys, market share, ewom
EWOM ON SOCIAL: Number of engagement and discussion about Supergoop! Exhibition on social media
KPI: Engagement metrics on organic social and ads
ACTIVATION PARTICIPATION: The number of people who actively take part in the activation
KPI: Tracking specific engagement metrics from activation attendees.
SALES: Number of Supergoop! Exhibition units sold. + Increase in Market share
KPI: Sales numbers
TEAM
Supergoop! CURRENT USERS
Health- & skincare-conscious individuals prioritizing daily SPF.
Primarily women ages ~25–55, expanding to men and younger Gen Z.
Disposable income + college-educated (willing to invest in premium SPF).
Active lifestyles + wellness values.
Influenced by social media, dermatologist recs, brand education.
Buys online or at Sephora/Ulta — seeks non-greasy, invisible, multi-benefit formulas.
THEY’LL PAY GOOD MONEY FOR GOOD STUFF
64% agree with the statement “I buy based on quality, not price.”
— MRI Simmons
An iconic, 100 percent invisible, weightless, scentless sunscreen that doubles as a primer for all-day makeup wear.
In modern skincare/beauty marketing, Supergoop! is widely recognized as the first brand to explicitly push sunscreen as a daily habit.
Mission: “That’s why we have spent the last 20 years pioneering a new category of beauty that’s all about exciting, high-quality SPF that feels so incredible and is so versatile, you’ll be reaching for it 365 days a year.”