A look into Supergoop - SMMP Part 1
1 out of 5 Americans will be diagnosed with skin cancer.
Wearing sunscreen can reduce the risk.
Let's talk about Supergoop!
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| via Supergoop! |
What is Supergoop?
Supergoop is a skincare and beauty brand that specializes in products that include sunscreen; however, their mission is much more than just sunscreen.
Founded in 2005 by Holly Thaggard, it's clear that Supergoop has a plan. Overall, they want to encourage people to wear sunscreen every day to lower the risk of skin cancer and to better their skin barrier. Their products have cruelty-free and clean ingredients, and they remain sustainable by using recyclable packaging materiels, as well as a recycling program for finished products. The founder started Supergoop by getting SPF pumps in Texas and Louisiana classrooms, as a way to encourage kids to start wearing sunscreen at an early age, and this continues today!
Target Audience
Supergoop's target audience is anyone and everyone. They market to anyone who wants to add SPF into their daily routine, but on their social media, it's clear that they are marketing heavily towards Gen-Z and women primarily, but this does not affect their sales or represent every one of their consumers.
Social Media Presence
Supergoop has a website, as well as an Instagram, TikTok, and Pinterest. Each of these platforms has its own specific content, but the general theme is informational as well as promotional, announcing sales and product launches, Supergoop often collaborates with other brands or influencers, as well as spotlights their own consumers.
Most notably, Supergoop knows how to embrace and stick to a theme. Their accounts use blue and yellow to stand out from other brands and establish a brand identity.
On the website, you can purchase products as well as read articles about sunscreen use, SPF, how to use Supergoop, skincare tips, etc. Scrolling to the bottom of the website, you can find general information like FAQs, orders, shipping, rewards, etc. The website also features programs and campaigns. This summer, Supergoop collaborated with the Amazon Prime original show,The Summer I Turned Pretty, to create a set aimed to catch the attention of fans and sell a sunscreen kit!
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| Supergoop! x The Summer I Turned Pretty Summer Glow-Up SPF Set via Supergoop! |
Both Supergoop on Instagram and TikTok are very similar. While they announce sales and new products, the goal here is to have content that is digestible and similar to the content that exists in the beauty space online like tutorials, GRWM (get ready with me), and reviews. Supergoop does a wonderful job tagging influencers they work with and consumers who buy from them. This is a way for them to display how the community uses their products.
Supergoop has 669,000 followers on Instagram. Instagram features both images and videos, however, their posts go into more depth, because of the nature of Instagram as a platform. The content is formatted for Instagram appropriately. Their Instagram also features more professional pictures that are meant for advertising.
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| via Instagram |
On TikTok, Supergoop has 124,500 followers and 1.8 million likes. Supergoop participates in trends as well as features influencers on their page to show off the products that they use. As mentioned earlier, its function is very similar to Instagram.
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| via TikTok |
Supergoop's Pinterest is very different from the previously mentioned platforms. They have 10,500 followers and the content that they post here is very simple. These include affirmations, product infographics, facts about SPF and sunscreen, general skincare tips, and wearing sunscreen and holding products. All of their posts are hyperlinked back to the Supergoop website.
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| via Pinterest |
Trends
In the past year, Supergoop has a great SEO (search engine optimization). According to Google Trends, the highest peaks were during April through mid-July, with the highest being in May. This makes sense because this is spring and summertime, which is when most people regularly wear sunscreen.
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| Google Trends search results for 'Supergoop' |
By looking through Instagram, in May, Supergoop held a 'Friends and Family' 20% sale, so we can assume that the sale led to a high SEO.
Groundswell and Critiques
Supergoop acknowledges the Groundswell, but they could work better to embrace it. They have a strong social media presence, and a huge aspect of this is involving real consumers across the platforms.
On their website, they do respond to negative reviews - but only the reviews that have one star. Supergoop responds to each of these reviews with the same statement.
How are we supposed to know if they will actually reach out to these consumers? Supergoop also responds similarly to questions like these that are posed in their comment sections.
Supergoop's engagement is also inconsistent. It is hard to track what content is preferred by their consumers because it's high for some and low for others.
Duplicate products are a way for Supergoop to listen to the Groundswell because cheaper prices are a draw for consumers of Supergoop. Looking at the Unseen Sunscreen, Supergoop retails at $38. E.L.F cosmetics version: Suntouchable Invisible Sunscreen is $14, while Trader Joe's version, Daily Facial Sunscreen is $9. Although the formulas are different, affordability is a priority for most consumers, and Supergoop might be hurt by having higher prices.
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| via Supergoop |
It's important to mention that Supergoop is a national brand to the United States. Consumers must buy their products through online websites like Supergoop, Ulta, and Sephora, and in-store at Ulta and Sephora. This is because sunscreen is regulated differently depending on the country. So international consumers can buy Supergoop if they have access to a Sephora in their country. Most recently, Supergoop is now being sold in the Middle East!
You have to do some digging to find out this information, but making the information easy to access would promote a better consumer experience when shopping.
Supergoop does a good job of connecting with its target audience through its social media presence, collaborating with other brands, and creating campaigns that relate to the consumers. They do have to work harder on embracing the Groundswell, but I believe they can do it.
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| via NY Post |
Do you wear sunscreen every day, if you don't, START! Your skin will thank you!
My sister has supergoop, and I steal a little whenever possible but I think that they have a flaw. They want to make and encourage everyone to where sunscreen everyday, and with supergoop I would, as it feels like a normal face lotion rather than oily sun lotion. But it's super expensive. For 50 mL, it's $40. That's upsurd! I know you mentioned that in your critique but this just really bothers me.
ReplyDeleteI 100% agree with you Faith. I have tried other sunscreens and I prefer theirs the most, but the price continuously has me looking for other options.
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