Please Tan Responsibly

Go SPF Yourself!

Published On
Aug 01, 2023
WI 20230801 e.l.f. cosmetics d1a


The Challenge: Launch e.l.f.’s new suncare line during an age of misinformation around sun protection.

Throughout Summer of 2023, Gen Z was exposed to a growing anti-SPF movement on social. In a market crowded with suncare products and self-tanners, we had to craft a unique message to break through the noise getting Gen Z to adopt new habits, starting with e.l.f. SKIN’s Suntouchables.

Who better to teach fans how to tan responsibly than Snooki, given her sun-soaked history living it up on the Jersey Shore? Given Gen Z’s appetite for nostalgia and Snooki’s rising fame on TikTok (plus the latest release of Jersey Shore on MTV), she was the one.

We capture Snooki in all her leopard print glory with an 1990s-inspired PSA, to help warn viewers of the harmful effects of the sun. And content just kept flowing… The day after launch, we dropped a TikTok-first version of the PSA that leaned into the DIY feel with green screen images and ridiculous watermarks to amp up the PSA parody messaging.

A dedicated video referencing the infamous “Letting” from Jersey Shore called out the sun’s toxic behavior. Snooki even showed off items in her beach bag to her TikTok audience.

Every PSA needs a phone number to dial for help, so we made one (1-866-ELF-TANLINE)! Snooki offered sun protection advice on the other end, and offered a special easter egg for fans — they loved it.


  • 242K Engagements
  • 15.2% Highest Engagement Rate
  • 85% Increase in a Single SKU Product Sale
  • 14% Increase in Overall Sunscreen Product Sales 

For our full case study click here