Endless Summer Fridays
Overview & Strategy
Goal: To sustain the summer-inspired feeling of refreshment, relaxation, and beauty during winter, using the warmth of Summer Fridays’ skincare essentials as a bridge to an “endless summer.”
Core Message: With Summer Fridays, summer never really ends. Even in the coldest and driest winter, our skincare products bring hydration, nourishment, and glow to your skin all year long. The ritual of self-care continues, and so does your radiant glow, no matter the season.
Audience: The campaign targets skincare enthusiasts aged 18-35, particularly those who appreciate a self-care routine, travel, wellness, and beauty. The audience is primarily female, with interests in clean beauty products and the “self-care” ethos. They are active on Instagram, value sustainable products, and respond well to aesthetic-driven, lifestyle content.
Out-of-Home (OOH) Ads
Billboard (Bulletin) Ad Concept Rationale: Billboards provide high visibility and deliver the message of transformation. By visually juxtaposing summer products with a wintery scene, it drives home the concept of summer-like radiance year-round.
Bus Shelter Ad Concept Rationale: Bus shelters are ideal for reaching commuters during the colder months, reinforcing the concept of warmth and radiance despite the chill. This ad appeals to the aspirational desire to keep the glow of summer alive through self-care.
Instagram Ads
Caption: “Say goodbye to winter skin and hello to endless summer radiance. Discover the power of hydration and brightening with Summer Fridays. Shop now for a glow that never fades. #EndlessSummerFridays”
Caption: “Glow all winter long with our skincare favorites. From the Jet Lag Mask to Cloud Dew, every product delivers the summer glow you deserve. Shop now for an endless summer at SummerFridays.com. #EndlessSummerFridays”
Caption: “Wherever you go this winter, pack the glow. Keep your skincare routine seasonless with Summer Fridays. Shop your must-haves today. #EndlessSummerFridays”
Caption: “The after-party glow. Keep your skin hydrated and glowing, no matter the season. Discover your endless summer at SummerFridays.com. #EndlessSummerFridays”
Blog Post
Winter can be harsh, but your skincare routine doesn’t have to be. At Summer Fridays, we believe that the joy, glow, and self-care that come with warm summer days can last all year long. Whether you’re facing frigid winds or gloomy skies, our collection of skincare essentials—like the Jet Lag Mask, CC Me Serum, and Cloud Dew—brings a sun-kissed glow to your skin, even in the depths of winter.
Our products are designed to nourish, hydrate, and brighten, so your skin feels refreshed, glowing, and healthy, just like it does after a summer beach day. Whether you’re bundling up for a ski trip or cozying up at home, Summer Fridays makes sure you can face winter without compromising your glow.
How to Create Your Winter Glow Ritual:
Start with our Jet Lag Mask to refresh and hydrate tired skin, perfect for dry, winter air.
Follow with CC Me Serum to brighten and even out skin tone, bringing that sunshine-like radiance back to your face.
Seal it with Cloud Dew Gel Cream to lock in moisture all day, keeping your skin plump and glowing no matter the weather outside.
No matter how cold it gets, Summer Fridays is your winter escape. So why let your skincare hibernate when you can keep the glow going all year long? Explore our winter must-haves and let Summer Fridays be your endless summer.
Shop now at SummerFridays.com and glow through every season.
Disclaimer: This campaign is not affiliated with Summer Fridays and is created for a student project.