This brand wants to sex up sunscreen

Vacation by poolside FM

It’s happened with skincare, it’s happening with oral care, could Vacation by Poolside FM be the ones to make sunscreen a feel-good ritual, not a chore?

There are many reasons we all love to hate sunscreen. It’s expensive, it’s impractical (who can be arsed to reapply it throughout the day?!), it feels icky or it leaves a white zinc oxide cast on the skin. It’s just not a pleasure.

Enter Vacation by Poolside FM, a brand extension of the 80s throwback online radio station and app. Its premise is to make a sunscreen as nostalgic and joy-inducing as the radio station, while also making it beautiful to use. As such, it’s lightweight, vegan and cruelty free, reef-friendly and formulated with the help of Elizabeth Hale, M.D, a vice president of the Skin Cancer Foundation.

It’s also infused with the scent of coconut ice cream, pina coladas, orange flower and monoi flower, thanks to perfumer Rodrigo Flores-Roux and fragrance developer Carlos Huber. “Just because it’s attached to a functional product doesn’t mean it can’t be sexy and cheeky,” Huber told Vanity Fair.

Other brands have attempted to reinvigorate the sunscreen market but not quite like this. Purito was a favourite for a while, famed for its hydrating formula and high coverage until a flaw was discovered in its efficacy and products were recalled. Supergoop! Unseen Suncreen* is a current favourite, alongside La Roche-Posay Anthelios*, Shiseido Expert Sun Protector*, and Black Girl Sunscreen*.

But none of them scream ‘holidays and hedonism’ quite like Vacation hopes to, and as with other wellbeing categories like fizzy water and gummy vitamin supplements, it’s the selling of a lifestyle experience and an emotion a vibe that really moves a product these days.

As co-collaborator Lach Hall explains, the mission for Vacation is to “really make sunscreen far more than just a chore – something that can actually enhance leisure,” as he told Vanity Fair. If it makes people more inclined to use sunscreen and show off the fact that they’re using it, well that can only be a good thing.

Vacation by Poolside FM
is available for pre-order here (U.S only) and launches its full product line-up in June. You can read more at Vanity Fair and Thingtesting.


WORDS: Disneyrollergirl
IMAGE: Vacation by Poolside FM
NOTE: Most images are digitally enhanced. Some posts use affiliate links* and PR samples. Please read my privacy and cookies policy here

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TRP Travel Retail Style Index: February 2021

Amorepacific Off-White beauty collaboration

Welcome to the latest travel retail column for DRG by Alison Farrington aka The Retail Planner (TRP).

This month, we welcome all the auspicious brand news in celebration of the Lunar New Year for 2021’s Chinese Year of the Ox. We also look at some new skincare launches that will appeal to clean and K-beauty fans.

1/ SHISEIDO ‘INSPIRES JOY’. For Asia Pacific and US travel retail stockists, SHISEIDO has launched an exclusive set of Lunar New Year products for bestselling skincare products, Ultimune Power Infusing Concentrate* and Vital Perfection Uplifting and Firming Cream (below). They feature gold and red packaging that is inspired by the art of calligraphy and designed to evoke feelings of empowerment for the Chinese New Year celebration. (more…)

Are expensive beauty oils worth it? (Spoiler: It depends)

Are expensive beauty oils worth it? Costa Brazil Kaya Anti-Aging Face Oil

If there’s one thing this year has proved, it’s the importance of the human touch. Not being able to hug, enjoy a massage or simply shake hands has been, for many, beyond brutal. And for good reason. Skin-on-skin contact is scientifically proven to boost our emotions, releasing powerful feel-good hormones. According to Tiffany Field of the Touch Research Institute at the University of Miami, so-called ‘skin hunger’ actually weakens our immune systems, effectively allowing the stress hormone cortisol to run riot.

The next best thing then, according to Field, might be self-administered touch. (more…)

TRP Travel Retail Style Index: December 2020

Clé de Peau Beauté Luminizing Face Enhancer

Welcome to the latest travel retail column for DRG by Alison Farrington aka The Retail Planner (TRP)

As global travel slowly picks up, we look at the business and shopping trends of the travel retail world. Recent highlights include the launch of beauty retail ‘café’ destinations in Hamad Airport, Doha and a focus on exclusive duty-free products in Hainan, where Chinese consumers continue to ‘revenge spend’ their way out of the pandemic, while domestic travel is their only option.

has launched two ‘phygital’ retail concepts at Hamad Airport, Doha. The new retail-tech destinations – from Lancôme and YSL Beauté – sit next door to each other as one beauty department within the Qatar Duty Free retail space.

The Lancôme concept features a French apartment-inspired décor and the addition of bar stool seating gives a luxury café atmosphere. The counters offer interactive touchpoints where customers can personalise their purchases. It’s the first store in the brand’s EMEAI (Europe, Middle East, Africa, India) division to launch Lancôme’s new Shade Finder tool – the skin tone measurement technology that can identify up to 22,500 shades for foundation matching. (more…)