Ultra Violette unveils first global campaign with 25,000-sample rollout
Australian SPF brand Ultra Violette has launched its first-ever global campaign, combining experiential activations, podcast partnerships and the distribution of 25,000 sunscreen samples.
The 360-degree campaign, titled Coming in Hot, aims to encourage daily SPF use while introducing more consumers to the brand's skincare-focused sunscreen range.
Product sampling is central to the activation, giving consumers the opportunity to try the formulations before purchasing them through Ultra Violette's retail partners, including Space NK, Boots, Cult Beauty, Sephora UK, Liberty and Harrods in the UK.
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As part of the UK activation, a branded Land Rover Defender is travelling across London and surrounding cities, handing out samples of Ultra Violette's sunscreen range at a series of summer events and high-footfall locations.
Podcast hosts Ally & G will also appear at selected campaign stops, where they will meet fans and help distribute products. The partnership is intended to extend the campaign's reach beyond the physical activation through the podcast duo's audience.
The campaign attempts to reflect Ultra Violette's positioning of sunscreen as an everyday skincare product rather than one reserved for holidays or periods of hot weather.
The brand describes its products as "skinscreens", combining sun protection with skincare benefits such as hydration and make-up priming. The range was developed to offer a variety of textures and finishes designed to suit different skin types and routines.
Ava Matthews, co-founder of Ultra Violette, said the company was created to make sunscreen easier and more enjoyable for women to use every day.
“This summer our hot take is this: make SPF the one responsible thing you do each day,” she said.
