Branding Review: Vacation®

Photo Credit: VACATION®

Launched in 2021, Vacation® has made its mark on the beauty industry by bringing disruptive and captivating suncare products to the market and revolutionizing the standard of personal care product marketing with an exuberant brand identity. Their products are instantly recognizable with a nostalgic ‘80s flair and unique, creative packaging.

From a storytelling perspective they have much to offer, so let’s jump into a review of their branding to learn what makes them a great example of effective brand messaging.

Brand Identity:
It all starts with a name. “Vacation®” evokes themes of travel, adventure, and leisure, and naturally, the tie-in of “summer vacation,” which provides the brand with a great benefit of tapping into the summer essentials market.

Vacation® ‘s mission statement, to “make sunscreen fun” and provide protective skincare that is enjoyable is a particular area of brand identity where they excel. In addition to having a clear vision, they intentionally weave their mission throughout their communications at nearly every customer touch point. The key points in this messaging being “fun” and “enjoyable,” are clearly shown in their visuals (picture smiling beachgoers, sunny blue skies, an endless ocean horizon) and are paired with matter-of-fact, succinct copywriting. This approach allows customers to become enticed while being informed, creating a wonderful balance.

Brand Voice & Messaging:
Vacation® uses a playfully sophisticated and welcoming tone in its copy. Picture yourself stepping off of a plane into paradise. Vacation®’s voice mirrors those greeting you on the runway. They creatively communicate the high-quality nature of their products by using phrases like “excessively good,” and “the world’s best,” confidently cementing their skincare-staple status.

With a clear grasp of the brand’s messaging, let’s check out how they spread these messages across their digital platforms.

Website:
Full of vibrant visuals, their internet home leans heavily into ‘80s nostalgia with a retro-paradise aura. From homepage to product pages to the about section, the website is littered with short-yet-sweet impact phrases that define the brand, their target audience, and their value proposition: “For True Connoisseurs of Leisure,” “Dessert For Your Skin, “Designed for long days by the pool.” Playful, conversational, and brief, these phrases provide an excellent user experience leaving a positive impression on site visitors.

As engaging as the site’s appearance is, it is clear that Vacation® understands that it is made that much greater by pairing it with impactful copywriting. This promotes a consistent theme which influences a cohesive brand narrative.

Social Media:
Vacation®’s social media presence flaunts both long and short captions accompanied by vivid lifestyle photos and studio product shots. The brand uses this channel to expand upon their narrative, focusing on the story of how their brand was built and the background of their founders and partners.

Single-product focused informative posts are sprinkled with action words (discover, enjoy, indulge, pamper…), and outline the features and benefits of the product they are featuring.

Leaning into the magazine culture of the ‘80s, the brand takes inspiration from this style to announce new products or changes to the company encouraging a sense of reminiscence and excitement among consumers, a fantastic way to enhance engagement.


Photo Credit: Vacation®, https://www.instagram.com/vacationinc/

Email:
Further continuing the alignment of their visual identity, Vacation® pairs vintage photographs with clear and direct email copywriting. Referential to their readers, they often provide a warm greeting (Welcome Aboard!, Dear Leisure Enthusiast), before moving onto the body where they detail company announcements, highlight specific products, and promote discounts.

Source: Vacation®, “Leisure Awaits” (email communication)

The copy here is direct and succinct with a slight complimentary tone aimed at the reader, assisting Vacation® in building a relationship with their customers while spreading brand awareness and increasing lead generation.

Brand Alignment:
Vacation® ‘s channels maintain a consistent theme of retro charm, creating an element of whimsy across their website, social media, and email presence. The concise, impactful phrases on their website enhance user experience. Social media continues the narrative with engaging captions accompanied by distinctive imagery. And their marketing emails preserve the aesthetic with straightforward and personable communication.

This seamless strategy creates a remarkable and dynamic brand experience, leaving a positive and joyful impression on their audience.

Conclusion, Growth, and Future Outlook:
Vacation® ‘s future appears bright as the brand continues to carve out its niche. Their commitment to making suncare products fun and enjoyable sets them apart from traditional products in the beauty industry. By consistently aligning their messaging across their digital channels, they have built a strong and cohesive presence that resonates with their target audience.

As they expand their product line in the future, I look forward to watching their story continue to unfold as their creative influence becomes even greater.

References:
BeautyMatter Studio (2024, May 30) “Vacation’s World of Leisure-Enhancing Sunscreen” BeautyMatter
https://beautymatter.com/articles/vacation-future50-2024?utm_source=newsletter&utm_medium=email&utm_campaign=Fri%205%2F31%3A%20The%20Gateway%20Generation%3A%20How