Supergoop Brand Strategy and Visual Positioning Study

This project was a comprehensive brand strategy and visual analysis of Supergoop, focused on understanding how the brand built trust, differentiation, and emotional resonance in a crowded skincare and sunscreen market. Working as part of a team, I helped analyze Supergoop’s founder story, brand identity system, customer jobs to be done, brand equity, and market positioning. The work translated research into clear strategic frameworks including brand association mapping, value ladders, personas, and executional recommendations, all expressed through cohesive visual storytelling. The outcome demonstrated how Supergoop evolved sunscreen from a functional product into a daily lifestyle essential rooted in transparency, education, and joy.

Strategic Recommendation: Becoming the #1 Dermatologist Recommended Sunscreen Brand!

Supergoop is well positioned to become the most trusted dermatologist recommended sunscreen brand. While the brand already leads in consumer education and daily use behavior, the next phase of growth should focus on formal clinical authority and professional endorsement.

This can be achieved through expanded dermatologist partnerships, clinical study validation, and visible medical alignment across packaging, digital education, and professional channels. By pairing its existing consumer trust with dermatologist backed proof points, Supergoop can own both emotional connection and scientific credibility. The opportunity is not to abandon what makes Supergoop distinct, but to elevate it. By doing so, Supergoop can move beyond being a beloved sunscreen brand and become the definitive standard in sun protection, earning long term trust and category leadership.

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