Beauty Launches

Supergoop! Introduces ‘Summer of Play’ Campaign

This campaign is centered around its Play franchise, promoting its lotion, mist, stick, and face formats as SPF for everyone’s routines.

May 21, 2026

By: Rachel Klemovitch

Assistant Editor

Supergoop! launched its Summer of Play 360 campaign centered around its Play franchise.

The campaign is anchored in the message “A Family of Sunscreen, For Everyone In Yours.” The Play franchise is a part of Supergoop!’s core SPF collections built for face and body, family use, active summer lifestyles, and on-the-go reapplication.

Across lotion, mist, stick, and face formats, the line delivers broad-spectrum protection, lightweight wear, and invisible finishes across skin tones.

Launching across media, retail, experiential, and partnership touchpoints, Summer of Play is designed to reinforce SPF as a year-round wellness and beauty essential rather than a seasonal afterthought.

Supergoop! will also bring the Summer of Play to life through two high-impact consumer touchpoints.

There will be a branded Target truck pop-up in key retail markets and coffee shop/bakery takeovers in select family-friendly summer destinations.

With this, Supergoop! will drive SPF education with Play and Unseen sample giveaways, reapplication stations, custom-branded drinks, and photo-friendly experiences.

Additionally, the campaign reflects Supergoop!’s broader strategy to continue expanding beyond traditional suncare by embedding SPF into culture, lifestyle, and everyday routines.