Sunny outlook: Supergoop! aiming to reinforce position in SEA sun care market with education and innovation

By Amanda Lim contact

- Last updated on GMT

Supergoop! is ramping up efforts to advocate the benefits of sunscreen in SEA. [Supergoop!]
Supergoop! is ramping up efforts to advocate the benefits of sunscreen in SEA. [Supergoop!]

Related tags: Sunscreen, South east asia

US sun care brand Supergoop! is ramping up efforts to advocate the benefits of sunscreen and release competitive products in the “super important” South East Asian market.

Founded in 2007 by Holly Thaggard, Supergoop! first entered the South East Asian (SEA) market in 2016 and is currently exclusively available at Sephora stores, Sephora online and Sephora in-app.

The brand, which is also backed by tennis superstar Maria Sharapova, is on a mission to “change the way the world thinks about sunscreen”​ with its innovative SPF products, such as cult favourites Unseen Sunscreen SPF 40 and Superscreen Daily Moisturizer SPF 40.

With high SPF consumption in the sunny SEA region, Supergoop! is aiming to strengthen its relationship with existing customers while expanding its reach to a wider audience.

As part of its plans to ramp up sun care education in the SEA region, Supergoop! has launched SPF Academy, which aims to convey the importance and benefits of wearing sunscreen among consumers.

Additionally, the brand has collaborated with micro-mobility services TRYKE and SG Bikes in Malaysia and Singapore respectively on an advertising campaign design to reinforce the importance of wearing sun protection among cyclists.

“SEA is a key geography for Supergoop! and was the brand's first entry point into Asia. With a sunny climate and a skin care conscious consumer base, both markets are the perfect home for Supergoop! in the region,” ​said Natalia Obolensky, general manager Asia Pacific at Supergoop!

The latest campaigns come on the back of the COVID-19 pandemic. Like many businesses, Supergoop! was impacted by the pandemic measures and restrictions.

“We've had to weather the ups and downs of lockdowns and social distancing impacting offline traffic to stores. Luckily, we've been able to stay agile and pivot our offline activations online as we would like to ensure we were able to educate our consumers and get them access to clean, fun, SPF-filled skincare products and knowledge despite the circumstances.”

On the flip side, the pandemic has supercharged consumer interest in skin care and skin care education.

“With COVID, we have seen an increased interest and deepened knowledge of skin care products and general well-being. We expect this trend to continue rising in 2022 and beyond… At Supergoop! we formulate a variety of products that cater to every single need as we make sun protection a pivotal part of their daily routine.”

Obolensky revealed that the company would be launching a sun protection serum with vitamin C soon in the SEA market.

“We have an exciting launch of Daily Dose Vitamin C + SPF serum for January in SEA which has been an incredibly competitive product against every Vitamin C product in the market with that extra component of broad-spectrum SPF protection built in our serum.”

Aside from Singapore and Malaysia, the brand also has its eye on Thailand, Indonesia, and the Philippines.

Supergoop! is also present in Hong Kong, Macau and marked its entry into China with the launch of a store on Tmall Global in 2020. Obolensky told us that the brand more expansion plans in the works.

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