LET'S CREATE TOGETHER?
STRATEGY
Based on target audience studies and benchmark analysis, the insight guiding the brand's positioning in Brazil emerges from those who experience care constantly and actively: women.
CHALLENGE
To map the essence of Sun Zapper and its positioning, structuring pathways for cohesive and relevant communication upon its arrival in Brazil, while differentiating itself within a market already consolidated by strong and well-established brands.
CUSTOMER
Sun Zapper
CATEGORY
Branding, Positioning, Target
BRAND POSITIONING
The sun care category is experiencing strong growth in Brazil, reflecting not only market expansion but also the transformation of...
consumer behavior.
In this context, the strategic challenge unfolds on two fronts: consolidating Sun Zapper's presence in the country and differentiating its communication in a landscape already dominated by established brands.
Brand and product context
Made and tested under the relentless Australian sun, the Sun Zapper arrives in Brazil aiming to raise the standard of sun protection.
With a vegan formula based on zinc oxide, the product offers long-lasting protection against UVA and UVB rays, and is safe for all skin types, including children from 6 months of age.
This functional differentiator positions the brand in a high-performance territory, but, in isolation, it would not be sufficient to generate differentiation in a competitive market.
Benchmark and category reading
Analysis of the competition revealed a dominant pattern of brands that rely primarily on functional, educational, or aspirational discourses linked to summer and aesthetics.
Even when connected to sports, these narratives still revolve around the individual: their skin, their protection, their routine.
This presented an opportunity to extend the meaning of protection beyond the individual.
Target and cultural tension
By deepening the study of the audience, the strategy broadened the perspective beyond the traditional profile of athletes and revealed a central and little-explored agent: women, especially those involved in routines of movement, sport, and collective care. They are the ones who sustain care in daily life, in contexts of sport, family, and sun exposure, but the category's communication rarely addresses them.
In 2022, a significant increase in physical activity among women in Brazil was recorded. According to Strava's annual report, there was a 56% growth in female participation in sports and physical exercise on the platform.
Despite the growing presence of women in sports, this audience remains underrepresented in brand narratives, which are still focused on performance from a predominantly male perspective.
Central Insight
Sun protection, in practice, is an act of self-care led by women, but it is not yet recognized or communicated in this way by the category.
In other words, more than an individual gesture, the use of sunscreen is embedded in a logic of collective care, where women, especially athletes and mothers, take on the role of ensuring protection for themselves and others.