Supergoop! launched a new  Product Finder tool, an extension of their D2C platform— to make finding one’s sunscreen match easy. The brand offers more than 40 SKUs and has since its launch encourages daily sunscreen use with their products. The tool was a project accelerated by the pandemic and designed to replicate the valuable customer interactions that once took place IRL in retail environments. It takes consumers’ individual skin concerns and daily routines into consideration to recommend a personalized SPF wardrobe. Here, we caught up with Supergoop! President Amanda Baldwin about how the tool came to be, consumers’ sunscreen-buying shifts in 2020 and how the brand will continue to grow.

CEW Beauty News: What was the impetus for creating the Product Finder?
Amanda Baldwin: We’ve always had a Product Finder on our radar as we expanded our D2C platform, though the pandemic certainly sped up that timeline as we saw a need to replicate the customer interactions that typically happened in-store, on digital. The number one asked question from customers has always been which product is right for me? We have more than 40 products, and believe in layering them in different ways throughout one’s routine in order to receive optimal protection, so this tool helps to make sure we can guide our consumers in a personalized way to help them understand how to best choose and wardrobe their SPF. The tool takes into consideration each customers’ routine, skin goals, favorite formats and more, and offers hundreds of thousands of unique product recommendations and combinations. It was a true team effort across the organization, as we are all used to making recommendations and it was lots of fun to figure out how to build a systematic process behind that.

BN: What products are resonating with consumers?
AB: This fall, the brand re-introduced CC Screen, our cult-favorite, 100 percent mineral makeup-meets-skin care solution with an increased SPF 50 value for optimal protection, an even cleaner formula, and an expanded shade offering to serve more skin tones. We also recently launched Cloud 9 100% Mineral Sun Balm, a non-nano SPF 40 highly nourishing balm, formulated specifically for the dry skin that often comes with the winter months.

Our Glowscreen formula is one of its best sellers. It launched in February as a direct result of the trend we were seeing among our community around dewy, glowing skin. It has quickly become a tremendous member of our lineup. It’s certainly perfect for zoom-ready beauty. The brand’s core products have continued to show strong growth. But there are so many more people we need to help educate on the importance of daily sun protection.

BN: How are you keeping consumers engaged?
Ab: We are constantly engaging with consumers and listening to their feedback to inform their product roadmap and overarching strategy to ensure they’re creating products for every type of skin and lifestyle. We love the feedback we get on social media, via our Sunshine Squad and by talking to consumers around the world. Education is at the core of what we do and is an essential aspect of our customer engagement. Supergoop! produces a recurring Sun 101 series on Instagram to demystify SPF formulas and ingredients. We see consistently high engagement with education-focused posts.

BN: How does the brand continue to grow by investing in both strategic retail partnerships and a high touch D2C platform?
AB:  The business was built on a belief in taking the best of both the wholesale and the D2C worlds. We’ve combined deep product expertise, omni-channel distribution and a long-term mindset to create a brand and business that is unique in its ability to own a category with wide appeal. Our ultimate goal is to meet our customers wherever they are, and to share our mission with as many people as possible. We all need SPF.