Unifying Outdoor Runners
with New Athletic Wear: Suncare

AUC went the distance to make suncare inseparable from fitness routines, skyrocketing sales 88% at Walgreens.

While it isn’t hard to convince beachgoers, pool-loungers, and sunbathers to wear sun protection, the category lacked relevancy for other outdoor activities. AUC ran with the opportunity to help Edgewell brands (Hawaiian Tropic and Banana Boat) make suncare a habit with a plan cemented in education and relevancy. The program targeted outdoor athletes, sending runners and walkers sprinting to Walgreens to make suncare an essential prep step for their strut.

Edgewell’s “Love your Sun Scene” program combined motivational creative with the right digital tools to help outdoor athletes create custom suncare plans for their routines. We selected strategic media partners to meet them when and where it mattered: on active lifestyle outlets, social media, and their favorite fitness apps. We even used weather apps to send real-time reminders when sun exposure was highest. In Walgreens at the point of decision, interactive shelf screens helped shoppers find their perfect suncare fit within Edgewell brands. The program delivered unprecedented results, with an astounding 88% increase in Edgewell sales and 55% surge in category sales for Walgreens.  

LOVE YOUR SUN SCENE

RESULTS

We transformed the category for Walgreens with a true omni plan. As we continue to build on this momentum, we'll extend to new consumer segments such as gardeners, hikers, and outdoor entertainment lovers.

NATIONAL IN-STORE

WEATHER-TARGETED MEDIA WITHIN 5 MILES OF A WALGREENS STORE

WE REINVENTED HOW WE MET CONSUMERS IN STORE

In store, our 1-2-3 education device informed at the shelf while interactive screens guided shoppers through personalized inputs that highlighted the best product mix for their outdoor activities, skin type, length of time outside, and the participants.

GEO- AND BEHAVIORALLY-TARGETED ADS

RUN MORE. BURN LESS. MICROSITE

IN-APP PARTNERSHIP WITH MAPMYFITNESS AND RUNKEEPER

Return on Investment

+55%

Increase in suncare category sales vs prior year

+88%

Increase in Edgewell (Banana Boat/Hawaiin Tropic) sales vs last year

Return on Engagement

96%

Lift in shoppers becoming more confident in their suncare routines

50%

Lift in shoppers being more aware they should be wearing sunscreen

38MM+

Impressions

71%

Are more likely to buy sunscreen for running/walking activities

45%

Click through rate vs 25% benchmark

Return on Relationship

CATEGORY GROWTH

Love Your Sun Scene grew the total category while Hawaiian Tropic & Banana Boat saw dramatic sales lifts at Walgreens.

RETAILER RELATIONSHIP

Edgewell was able to cultivate a deeper relationship with Walgreens stakeholders, becoming the go-to partner for the suncare category.

INCREASED TRIP CONVERSION

at Walgreens vs mass

INCREMENTAL DISPLAY

We were awarded 75% of Walgreens stores in-season