What's Happening?
Ultra Violette, an Australian SPF brand, has initiated its first global sunscreen marketing campaign titled 'Coming in Hot' in the UK. The campaign aims to raise awareness about sun safety by distributing over 25,000 samples of its sunscreens. A branded
Land Rover Defender will travel across London and other UK cities to hand out these samples. The campaign also features collaborations with popular podcasters Ally & G, who will participate in the distribution and engage with fans. Ultra Violette, founded by Ava Matthews and Bec Jefferd in 2019, is known for its Queen Screen Luminising Sun Serum SPF 50+. This campaign follows a recall of their Lean Screen Mineral Mattifying Skinscreen SPF50+ in 2025 due to inconsistencies in SPF results, prompting stricter testing protocols.
Why It's Important?
The campaign underscores the growing emphasis on sun safety and the importance of SPF in skincare routines. By distributing free samples, Ultra Violette aims to increase consumer awareness and usage of sunscreen, which is often overlooked despite its critical role in skin protection. This initiative could influence other skincare brands to prioritize transparency and rigorous testing, especially after the recall incident. The campaign also highlights the role of innovative marketing strategies in reaching diverse audiences and promoting health-conscious behaviors.
