The Sun Responsibly campaign is an unbranded initiative being launched by a number of major brands and retailers to help drive home the importance of daily sun protection and UV safety. The campaign comes on the heels of the National Sun Responsibly Day (May 18) that was established this year to drive awareness ahead of the summer. The campaign is being supported by Ulta Beauty, CVS Pharmacy, Walgreens, Meijer, Kinney Drugs and Hy-Vee, and drives home that sunscreen should be used by everyone, everyday and during every season to maximize protection.
The Sun Responsibly campaign was developed with a PSA language approach to help transform the title into a pithy tagline that's easy to read, understand and also share on a colloquial level.
Unbranded Sun Protection Campaigns
The Sun Responsibly Campaign Advocates for Daily UV Protection
Trend Themes
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Unbranded Health Campaigns — Collaborative PSA-style initiatives create space for competing retailers and brands to build shared consumer trust around prevention-focused wellness behaviors.
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Everyday UV Protection — Daily sunscreen messaging reframes sun care from a seasonal purchase into a year-round personal care habit with broader category growth potential.
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Retailer-led Wellness Education — Pharmacies, beauty retailers and grocers are becoming influential health communication channels by embedding public safety messages into routine shopping contexts.
Industry Implications
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Sun Care — The category is evolving beyond beach and summer occasions as brands position SPF as an essential daily skincare and health product.
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Beauty Retail — Large beauty retailers can strengthen wellness credibility by connecting skincare merchandising with accessible education about long-term UV protection.
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Pharmacy Retail — Drugstore networks are well placed to normalize preventative care messaging through trusted, high-frequency consumer touchpoints.