Women often perceive SPF as heavy and greasy, hindering their makeup and skincare routines. This perception prevents many from using it, despite the importance of sun care for overall wellness. We reframed SPF as a vital aspect of self-care, encouraging women to incorporate it into their routines.

Our strategy involved collaborating with influencers who shared genuine experiences with SPF and how Olay products have changed their perspective. By highlighting the transformative power of sun care, we were able to convey that SPF is a non-negotiable element of self-care.