Now has set out on a mission to educate women on the dangers of tanning, promote the importance of using SPF and raise awareness of skin damage caused by the sun.
Celebrities will be out in force to support the campaign and help spread the word that Smart Girls Fake It at a star-studded launch party that will kick start the three-month campaign, say the publishers.
As part of the activity, Now has teamed up with Made In Chelsea star Jess Woodley to create a series of vlogs for Nowmagazine.co.uk on best-practice SPF application and how-to beauty tutorials showing viewers how they can get her go-to summer look. The vlogs will be accompanied by a calendar of editorial features, advertorials and a presence across both Now and Superdrug’s social channels. Superdrug will push awareness for the campaign through in-store radio station and with point of sale material for its Solait brand of five star suncare and bronzing.
Sally Eyden, editor of Now, says: “Now and Superdrug are promoting safe fun in the sun and encourage people to fake tan to get their glow on instead of compromising their skin. A good tan can make you look and feel amazing but sun damage is ageing and puts your health in danger. Our campaign will really make a difference to people’s attitudes towards tanning and we hope that our cheeky slogan will get them all faking it instead.”
Donna Barker, Superdrug marketing manager, adds: “At Superdrug we have been working on safe sun education for almost ten years and it’s one of our key messages for customers during the summer.
“We’re delighted to be partnering with Now for a second year and spreading the word that Smart Girls Fake It. Our Solait collection offers everything needed to be safe this summer from high SPF protection to amazing bronzing products and fake tan.”
The campaign launched in 2012 and Superdrug first teamed up with Now as the official sponsor in 2013.