Summer's BFF is an SPF
Your summer skincare just got dewier, sleeker, and pinker. It’s time to “Watermelon Glow & Go”.
If you haven’t been feeling the summer vibes yet, just take a glance at Glow Recipe’s launch of their Watermelon Glow Niacinamide Dew Balm SPF 45.
Drawing inspiration from their grandmothers' tradition of using watermelon rinds to soothe and alleviate heat rash, this suncare solution provides both protection and nourishing antioxidants.
With sunscreen becoming an everyday affair and the market value set to reach $14 Billion by 2030… This is a rather perfect product concept.
Sticky, white cast-causing, goopy sunscreens aren’t cutting it for consumers. They want sunscreens for all skin tones with no cast, easy absorption, and effectiveness.
At $30, the Dew Balm is a sheer 1.58oz SPF stick with hydrating ingredients that glide on easily for sunscreen application and reapplication all day long.
But does it work?
In case you didn’t know, the PA++ on sunscreen packaging stands for Protection Grade of UVA, an index that measures how effectively the sunscreen can protect the skin from UVA rays. The PA index ranges from PA+ to PA++++.
The Watermelon Glow Niacinamide Dew Balm SPF 45 has a PA+++ rating, indicating it offers very good protection of up to 90% and can effectively filter rays for approximately 8-12 hours.
Chemical Filters
Avobenzone 3%
Homosalate 5%
Octisalate 5%
In addition to strong filters, this vegan, cruelty-free balm totes key ingredients like niacinamide, watermelon seed oil, hyaluronic acid, and squalane to help even skin tone and prevent hyperpigmentation.
Consumers have not only increasingly sensitive tummies but also sensitive skin and are much more conscious of potentially harsh or irritating ingredients in their skincare/beauty. Glow Recipe has definitely catered their formulas to meeting consumer preferences.
What you won’t find in this balm:
Parabens
Mineral Oil
Sulfates
Silicones
Phthalates
Drying Alcohols
Synthetic Dyes
With their consumer offering locked in, Glow Recipe is hard launching their summer brand positioning with glowy, sunny, bright-colored marketing visuals. Even their Dew Balm wears sunglasses.
Fans can join the summer vibes with Glow Recipe pop-ups in Austin, Texas, and Disney Springs, Florida, featuring free samples, games, and merch.
In addition to a strong push on their social media channels, Glow Recipe is leveraging retailer audiences by staging their launches on the Sephora app and website as well as on UK retailer Cult Beauty.
On the influencer front, Glow Recipe is partnering with skincare creators like Helen Cai (@skinbyhelen) and Ally Yoshiyama (@allyy222_) for organic reviews that highlight key ingredients and application.
Their launch strategy is social media heavy and lighter on the traditional press. Byrdie covered the launch, but the regular suspects have yet to speak on it.
With its blend of nostalgia and innovation, the dew balm is the sleek pink answer to consumers’ call for creative suncare solutions.
White-cast, sticky, pilling sunscreens begone. It’s time to “watermelon glow & go.”
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