EVERYDAY HUMANS
The newest contender in the sunscreen space, EVERYDAY HUMANS (formerly known as Everyday for Every Body) is a sunscreen and body care brand that offers effective, affordable products that millennials will gladly spend their $ on.
MY ROLE
As the only hire at the young startup, I had the privilege of working closely alongside the founder to strategize, develop and execute the groundwork, you know, the fun stuff.
I worked on:
- Social Media Marketing
- Copywriting
- Graphic Design
- Content Creation (Ideation to production)
- Merch ideation + production
- Marketing Campaigns
- Newsletter Marketing
- Launching the brand on Amazon (FBA)
SOCIAL MEDIA CONTENT CREATION
COPYWRITING
Social captions, product descriptions, newletters
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Yes. Absolutely. Here’s the drill- cleanse, tone, moisturize, then seal the deal with SPF before applying your makeup. If you’re thinking “ain’t nobody got time for that”, we hear you. Which is why we combined 3 steps into 1 (moisturize, prime and protect) with our Resting Beach Face. So you can save time for more important things like stopping to pet all the dogs on the street.
You know how you call someone by their nickname 24/7 and eventually forget their real name? SPF gets that a lot. So let's reintroduce it- SPF aka Sun Protection Factor is a measure of a sunscreen's ability to protect the skin from UVB rays (these rays cause sunburn, damages skin, and can contribute to skin cancer). The SPF number indicates how long the sun’s UV radiation would take to redden your skin when using sunscreen exactly as directed, compared to the amount of time without any sunscreen. Simply put, with SPF30 it would take you 30 times longer to burn than if you weren’t wearing sunscreen!
Fact: it took us 2 years and a total of 31 tries (but who’s counting) to perfect the texture of our SPF30 Resting Beach Face sunscreen serum! We listed everything annoying about sunscreens in our burnbook- sticky/greasy texture, white cast, strong odor, and made a product that is effective and multifunctional (because we know you have thangs to do and places to be).
Resting Beach Face has 3 main functions:
Protects- it provides broad-spectrum protection from harmful UV rays, urban pollutants and blue light that is emitted from phones and computers (yes, that’s a real thing)
Moisturizes: formulated only with the good stuff such as kale, spinach, antioxidant-rich bladderwrack extract to nourish and moisturize your skin.
Primes: with its lightweight texture that allows for fast absorption, you don’t have to worry about it pilling or leaving white cast, making it perfect as a primer.
Bonus points- does not include the nasty stuff like oxybenzone, octinoxate, phthalates, parabens that are harmful to your skin and the ocean.
Okay, that was a whole lotta info, did anyone read till the end? Do people even read captions anymore?
We figured you could use a break from all the faceapp posts that have been flooding your feed (you're welcome). So instead, we're going to talk about the notorious pair- Oxybenzone and Octinoxate, that we swore to never formulate our products with.
What is Oxybenzone?
It is an organic compound that has earned the label "most toxic ingredient" and is commonly found in sunscreens. Oxybenzone is easily absorbed through the skin, and is known to interfere with cellular signaling, which can cause mutations, cell death, and has also been found to cause hormonal disruptions by mimicking estrogen, and commonly instigates allergic reactions.
What is Octinoxate?
Also an organic compound, Octinoxate is another harmful yet very common ingredient. It also causes hormone disruption and allergic reactions. There is strong evidence that it is a human endocrine disruptor, mimicking estrogen and disrupting the thyroid function. (European Union 2007)
Another reason to add these two to your burnbook- both ingredients are known to harm coral reefs and other marine ecosystems. Just last year, Hawaii became the first state to ban certain sunscreens as a measure to protect the state's essential coral reefs.
TLDR: Don't be a reef killer, use our Oxybenzone and Octinoxate-free sunscreens.
MARKETING CAMPAIGN
APRIL FOOLS CAMPAIGN
It was the perfect opportunity to let EVERYDAY's fun, witty brand personality shine. The strategy was to create a product that was somewhat believable to pique curiosity and get people talking. Introducing - Bakin' Bacon SPF65 Sunscreen. The campaign saw a 100% increase in traffic and received positive interactions, emails from the community. The main takeaway from this success story? Bacon is the answer to everything.
