Vacation Inc. has never positioned itself as just another sunscreen brand. Instead, it sells an idea—one rooted in nostalgia, leisure, and a meticulously crafted 1980s aesthetic. By blending strategic storytelling with bold product innovation, the brand has turned what could have been a novelty act into a serious business.
Nostalgia, But Make It Sharp
Plenty of brands reference the past, but few do it with the level of precision that Vacation does. The brand doesn’t just borrow from the 1980s; it recreates the era with an obsessive attention to detail. The typography, the washed-out photography, the product names—they all fit seamlessly into a world that feels like a high-end Miami resort, circa 1986. It’s not just about aesthetics; it’s about emotional resonance. The products feel like they belong in another time, yet they’re entirely relevant today.
Product as Branding
Vacation understands that in a crowded market, design alone isn’t enough. The products themselves need to tell a story. Take the Classic Whip Sunscreen, which mimics a can of whipped cream, or the Chardonnay Oil SPF 30, which plays into the brand’s luxury-leisure persona. These aren’t just sunscreens; they’re conversation starters. And in an era of social media virality, a product that gets people talking is a product that sells.
Where most sunscreen brands lean into science and safety, Vacation leans into fun. From faux corporate training videos to fictional job titles for brand fans, it fully commits to the bit. The brand’s success proves that humour—when executed well—can be a powerful marketing tool. It makes the brand approachable, memorable, and most importantly, shareable.
Beyond Digital: The Real-World Extension
Vacation’s branding doesn’t just live online. The company has extended its identity into physical spaces, whether through collaborations with boutique hotels, curated pop-ups, or partnerships with brands like Erewhon and Ulta. This physical presence reinforces the brand’s world-building, ensuring that the experience isn’t just something you see on Instagram—it’s something you can step into.
Strategy Disguised as Effortlessness
Despite its playful exterior, Vacation’s branding isn’t accidental. It’s backed by a sharp strategic approach that uses data to refine messaging and expand its reach. The company has grown beyond its original niche audience, proving that a well-executed brand world can appeal to more than just early adopters.
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