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.

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WORDS: Disneyrollergirl
IMAGE: Vacation by Poolside FM
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