For Supergoop and Liza Koshy, SPF Is About So Much More Than Skincare

Supergoop’s chief marketing officer (CMO) Ashley Aron secretly wants to be the brand’s chief “super” officer.

“‘Super’ is the ultimate expression of greatness or excellence,” she told ADWEEK. “For us, ‘super’ is this steadfast commitment and the ethos that our company has had from day one.”

Aron joined the suncare brand from Serena Williams’ founded recovery brand Will Perform as CMO in September 2024. While she jokes she wanted a slightly different role for herself, the exec recently found the brand’s chief “super” officer in actress and media personality Liza Koshy.

Koshy stars in and co-produced Supergoop’s new campaign, “Feel Super,” created in partnership with Rosewood Creative. The social-first push wants to revolutionize the sunscreen experience.

It’s kicking off with a comedy series that follows Koshy in her new role, from her first day through her retirement. Along the way, the star pitches made-up Supergoop products to her colleagues, such as an alarm clock that dispenses sunscreen when it’s time to reapply or a phone case that holds SPF.

“What I loved most about this campaign is that it isn’t just about sunscreen—it is about a mindset,” Koshy shared in a statement. “Supergoop is on a mission to help people feel good and protected in their skin every day, and [the brand is] doing it in a way that’s entertaining, informative, and genuine.”

“It felt like such a natural fit because it mirrors how I try to show up in the world—with joy, with intention, and with a little SPF, of course,” she said.

A 30-second hero spot will run across Supergoop’s Instagram and TikTok, as well as Koshy’s social channels, and across CTV, OOH, and Sephora retail touchpoints. 

On Wednesday (May 7), the brand also hosted a gifting activation at Climax Books in New York City, where Koshy handed out some of its most popular products, including Glowscreen, Unseen Sunscreen, and PLAY Everyday Lotion. 

Supergoop Celebrates Sunscreen Through AR Snapchat Lens

“Feel Super”

Supergoop was founded in 2007. However, it didn’t launch its first multichannel marketing campaign until 2021. Since then, it has expanded into out-of-home (OOH) and experiential marketing after seeing a boost in its direct-to-consumer (DTC) business during the pandemic.

With “Feel Super,” Supergoop wants to revolutionize the sunscreen experience.

According to an internal report conducted by insights business Mindsight Research Team, the brand found that one in three female buyers were seeking a sunscreen that “feels better” on their skin. 

It’s this insight that has informed Aron’s marketing strategy for the brand, which involves reassuring consumers that wearing sunscreen doesn’t have to be an unpleasant experience.

“There’s a very real barrier for people in finding an SPF that works for them,” she said. “When I came in, I was overwhelmed that our fans consistently share what they love about Supergoop.” Feedback includes that Supergoop’s products are lightweight, are cruelty-free, and “smell incredible.”

Inclusivity and representation are also top-of-mind for the CMO, and through edutainment campaigns like “Feel Super,” Aron wants to “change the way the world thinks about and embraces sunscreen.” 

“We want to be a destination for suncare for all, and we really try to live up to that in terms of having the breadth of assortment we do,” she said. “Making sure that [our] products feel great, we have an offering for every skin type [and] everyone in the household.”

Aron declined to disclose Supergoop’s recent sales figures, but in 2022, WWD reported that the privately owned brand had hit $250 million in sales, a 65% year-over-year increase.

Over the last 12 months, Supergoop has captured 5.5% of all purchases in the sun care and tanning category on Amazon, per data from Stackline, an AI-enabled retail intelligence and activation platform. In terms of market share, this means Supergoop only trails Neutrogena (5.7%) and EltaMD (13%). 

Aron will measure “Feel Super” by looking at brand awareness, engagement, and consumer sentiment. She’ll also conduct brand lift studies and tailor future marketing efforts based on insights from this platform.