Lather SPF Launch

A daily-wear mineral sunscreen launch for LATHER, built around the promise "We've got you covered."

A season-spanning launch built around the ritual of sun protection, brought to life across email, digital ads, print collateral, in-store signage, and store windows. Anchored by the campaign lines "All glide no goop", "Sunscreen that feels like skincare" "Defend. Nourish. Repeat." the campaign positions LATHER as the authority on daily UV protection that doesn't compromise on skin feel or ingredient integrity. It ran simultaneously across LATHER's owned digital channels and all retail locations.

Creative Direction
Campaign Design
Creative Strategy

Angled flat lay of five LATHER campaign print pieces: a seashell resting in sand, a sculptural close-up of the sunscreen tube, a woman in a white swimsuit hugging the tube above the line 'We've Got You Covered,' a hand pressing the tube to a sunlit shoulder, and a close-up smear of white sunscreen cream.

In-Store

The retail ritual

The retail floor was organized around the daily defense ritual — morning application as the final step in a body care routine, not an afterthought. Signage, shelf displays, and testers were anchored by the SPF 50 hero, with supporting product pairings that completed the routine from cleanse to protect. The visual language leaned clinical-clean: white space, clear benefit hierarchy, and direct language that let the product speak.

Customers who had encountered the campaign in their inbox could walk into any LATHER store and immediately find what they came for — or be guided toward a full routine through the ritual lens.

LATHER storefront with a store window decal reading 'Barely There. Fully Covered. Daily Defense SPF 50 Sunscreen,' featuring a model holding the product tube above her shoulder.

In-store signage reading 'All glide, NO GOOP' above a hand pressing a Daily Defense Mineral SPF 50 tube to a bent, sunlit knee with a swipe of cream applied.

Photograph of LATHER Daily Defense SPF 50 wheatpasted street posters lining a storefront wall, alternating a model's portrait with the 'All Glide, No Goop' cream graphic and product application shots.

Split image: a close-up of the LATHER Daily Defense Mineral SPF 50 tube topped with a swirl of white cream, beside a portrait of a woman in a plunging white swimsuit holding the tube above her shoulder against a dusty-blue backdrop.

Social

A single protection truth

Digital executions extended the protection-ritual concept, reinforcing the benefit storytelling from email while functioning as standalone pieces: visually clean, science-forward, and shoppable. Each post led with a single protection truth — broad spectrum, reef-friendly, non-greasy — before connecting back to the full product story.

Four phone-screen mockups: an Instagram grid mixing product, lifestyle, and beach imagery; a shell-photography Instagram Story; a close-up portrait Story with a model's hand at her chin; and a Story ad reading 'All glide, NO GOOP' beside a model holding the SPF tube.

Four phone-screen mockups of product-focused Instagram Stories: a cream-smeared Daily Defense tube, a cream swirl reading 'All glide, NO GOOP,' the tube's SPF 50 label on a blue background, and a close-up of the tube against a tan backdrop.

Email Series

Self-care, not a chore

Benefit-led emails deployed across the launch window, each building the case for daily protection from a different angle — SPF education, ingredient transparency, skin feel, routine-building, and real-skin results. Each email followed a consistent editorial format: a single protection truth in the subject line, benefit callouts in the hero, sensory-led body copy, and curated product pairings in the footer.

The tone balanced credibility with accessibility — informed but never intimidating. The goal was to make SPF feel less like a chore and more like self-care.