Superdrug Solait sunscreen signs as first commercial sponsor for Now’s skin safety campaign
Superdrug’s sun care brand Solait has signed a three-month partnership with celebrity magazine Now as it launches its Smart Girls Fake It skin campaign.
As part of the deal Superdrug will offer sampling of its Solait skin protection and bronzing products on a campaign tour, which aims to educate and raise awareness of skin cancer among young people.
The partnership will be promoted through editorial features, advertorials and display ads in print and digitally, as well as through Now’s social media channels. Superdrug will also promote the campaign in-store, to its Beautycard holders and also through its customer magazine.
Gemma Mason, Superdrug marketing manager commented: “At Superdrug we take sun awareness seriously and 2014 is the ninth year of our skin cancer awareness campaign. We’re delighted to be working with Now to encourage all young women to become more sun aware and fake their summer glow.
“Using sun protection when the sun is shining is vital for everyone to have a safe summer. We’re talking to parents and children this summer through the Sun Safe Schools campaign in conjunction with skin cancer charity SKCin and this new partnership will allow us to also educate young women in fun and engaging way.”
The campaign kicks off with a celebrity launch party in June and will then tour four urban beaches in big cities throughout the UK to educate bathers on how to stay safe in the sun.
Now first ran the campaign in 2012 and this is the first time the campaign has secured a commercial sponsor.
Superdrug has been running an annual skin cancer campaign for nine years.