brand deep dive: why 'vacation' works so well
Sunscreen: a product that seems to gain more and more traction amongst Gen Z for quite the interesting array of reasons. We finally have the medical advancements to know how crucial SPF is for protecting your skin against cancer—and let me just say, there’s something so humanly vulnerable (or vulnerably human?) about indulging the sun in your youth, unaware of the consequences of being alive and free. The liminal space between a lack of preventative care and death is so raw and eery to me.
Centuries ago, young people underestimated the power of the product. Now that they’re waking up to it, it takes more than just a skin cancer statement to make a sunscreen product stand out in a now-saturated market. Vacation knows how to take the cake.
Here’s how they do it: Nostalgia through beautiful aesthetics.
If there’s one thing Gen Z appreciates, it’s pretty packaging and cohesive branding. If a brand knows how to tap into graphic design—high-contrast fonts, bold yet simple color schemes, minimal fluff—that’s all it takes to get them on the bandwagon.
When you visit Vacation’s website, you teleport to the 80’s—vintage Miami bombshells, flashy yet glamorous, gritty yet optimistic, fueled by the electricity and ease of the time. The site features retro clips of beachgoers lathering on sunscreen, getting up to no good, yet living the lavish South Florida life: you would never guess that Vacation was founded in 2021.
In bold you see Vacation’s tagline: “The World’s Best Smelling Sunscreen.” My favorite visual once you scroll down is The Vacation Clipper, consisting of a carousel of coupons that look straight out of an 80’s magazine, each linking to various shop pages.
This is what I call a brand who knows how to commit to the bit—and pull it off so seamlessly, that it feels like you’re truly stepping back into time.
By depending on nostalgia, Vacation not only nails the aesthetics but also establishes trust across the brand.
Boomers gather that this brand really gets them, as it appeals to tradition, especially in such an ever-changing landscape. They see a reflection of the past they know; younger consumers see a retro dreamscape that feels familiar through design. Vacation makes sun protection luxurious and fun—the thing that “cool people” do.
It doesn’t lead with fear-based messaging about cancer like other brands. Vacation knows that Gen Z is obsessed with anti-aging, so of course they already know the importance of daily SPF. In the rise of health and wellness among this generation, Vacation makes sunscreen fun, not a chore. It leads with the visual stimulus and emotional attraction that make it stand out on the shelves.
Vacation also masters duality:
“Everything you love from the past mixed with modern skincare science.”
When the branding so heavily leans into a time when people were unaware of the importance of SPF, it’s easy to assume that the formula reflects that. However, the products are made in conjunction with Dr. Elizabeth Hale, SVP of the Skin Cancer Foundation, and are Hawaii Act 104-approved, so they’re both safe for the skin and the planet.
That’s the sweet spot. Gen Z is both progressive and aesthetic-driven—they care about the Earth, their health, and identity, but they also want a luxurious, finer-things-in-life experience. Vacation gives them both.
The main selling point? Definitely the scent.
I’ve smelled it and used it myself, and can confirm: it’s amazing—warm, creamy, and nostalgic. The sunscreen smells straight out of a resort beach in the Bahamas—sipping a Piña Colada, wearing a Hawaiian shirt, listening to the waves crashing. It screams vintage charm mixed with the sweetness of nostalgia and indulging in fun during the summer months: something that is becoming more and more of a luxury in a culture that over-romanticizes work.
It’s kind of ironic that Vacation is reminding people that enjoying the sun doesn’t have to be a luxury when sunscreen has long been associated with luxury itself (vacations, beach trips, etc). Now, protection becomes pleasure. Health becomes hedonism.
Now that we know how to protect ourselves, we can also acknowledge how sunscreen does wonders for our mental health and overall well-being. The brand reminds us that joy, rest, and leisure don’t have to be reckless to feel real. It’s the rare product that bridges science and soul, making self-care feel like self-expression. Essentially, sunscreen is a basic necessity, and Vacation knows how to sell it—making luxury accessible and safe for all.
