Case Study: e.l.f. SKIN boosts sunscreen sales with Day One Agency's Snooki-led "Please Tan Responsibly" campaign

E.l.f. SKIN launches suncare with Day One Agency and drives 8.9M views

The customer, E.l.f. SKIN, faced the challenge of launching a new suncare line during a summer marked by anti-SPF misinformation on social media. They needed a unique message to cut through a crowded market and get Gen Z to adopt new sun protection habits with their Suntouchable! product. To address this, they worked with the vendor Day One Agency.

Day One Agency's solution was to partner with reality TV star Snooki to create a 1990s-inspired public service announcement parody. The campaign included TikTok-first content, a dedicated hotline, and leveraged Snooki's nostalgia appeal. This strategy achieved significant results for the vendor, including 8.9 million views, 242,000 engagements, an 85% increase in sales for a single product, and a 14% increase in overall sunscreen sales.

E.l.f. SKIN