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The SPF Wardrobe
Project
A speculative brand strategy that reframes sunscreen from a single “catch-all” bottle into a wardrobe of formats and functions, designed to increase daily usage, reapplication, and spend across a modern SPF portfolio
Context
Sunscreen has exploded: there are mists, sticks, drops, serums, body gels, hybrids, SPF makeup. Ingredient-literate shoppers are mixing formats, but most brands still talk about SPF like a one-bottle chore. That gap creates confusion on shelf and leaves reapplication, format play, and cross-category shopping on the table. A clearer “wardrobe” lens can help a brand organize its lineup, tell a simpler story, and invite people to own more than one SPF on purpose
Challenge
Create a strategic SPF framework that:
- Organizes formats into a clear wardrobe (face, body, scalp, desk, on-the-go, sport, top-up) instead of a crowded list of SKUs
- Signals where each format belongs and what it pairs with (skin type, setting, makeup, body routines)
- Turns real-world behavior (commutes, workouts, beach days, office days) into reasons to own and use multiple SPFs
- Supports a launch and education plan that drives higher usage, reapplication, and basket size, not just awareness
Insight
People already think in wardrobes, of fragrances, jeans, lip products, handbags. Many SPF users own multiple sunscreens, but there’s no shared language for when and how to use each one. The problem is structure. If a brand gives them a simple wardrobe map, “this is your desk SPF, this is your beach SPF, this is your reapply-on-the-go SPF”, they’re more likely to buy into the system and actually reapply.
Idea
Build The SPF Wardrobe as a brand-owned framework and launch platform:
- Map existing and future formats into a small set of wardrobe roles (Daily Face, Sport/Outdoor, Body, On-the-Go, Over-Makeup, Vacation, etc.), each with a clear “where it lives” and “what it pairs with.”
- Name and language: Give each role plain-language names and taglines that show function at a glance, on pack, on shelf, and in digital.
- Wardrobe-led launch: Introduce (or relaunch) the SPF lineup as a wardrobe, using real routines and packing moments to show how formats stack and reapply.
- Measurement layer: Tie the strategy to clear goals: number of formats per customer, reapplication touchpoints, routine completion, and average SPF basket value.
- For a brand, The SPF Wardrobe becomes a commercial and creative tool: it guides product pipeline and naming, simplifies education for retailers and consumers, and creates a platform for ongoing SPF campaigns, content, and launches.
Role
Led trend research, consumer insight, and brand strategy for the framework. Mapped current SPF formats and functions, defined the core wardrobe insight, and built the SPF Wardrobe architecture (roles, language, and use-cases). Designed a launch concept and KPI set to link real rituals, getting dressed, packing, reapplying on-the-go, to concrete outcomes like reapplication, multi-format ownership, and SPF category sales.
(Speculative project. Not affiliated with any specific sunscreen brand.)
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