People of color have long been left out when it comes to products designed specifically for them. “No white cast” is a common claim used by sunscreen brands — but not a common result for Black consumers. Applying a daily SPF shouldn’t require a compromise between protection and a greasy, chalky finish.

Introducing EltaMD UV Clear Deep Tinted SPF
facial sunscreen designed and tested for deeper skin tones — to protect without leaving a white cast.

see yourself.
not your sunscreen.

professional suncare

designed & tested for your skin

sun protection that’s sheer perfection

One formula designed for a range of skin tones using our patent-pending blend.

SPF made to be worn
not seen

& made for clear skincare benefits

activation graveyard RIP

Note: this didn’t pan out :(

“If I’m filming, I want my skin to be as clean and hydrated as possible, because I am an adult who enjoys taking care of themselves.”

Ayo Edebiri’s Emmys red carpet interview with Laverne Cox had a moment — making headlines and going viral. Why? For dreaming of going to the dermatologist and taking preventative steps.

As the #1 dermatologist recommended sunscreen brand, EltaMD needs to seize this moment.

lather up with Ayo

Insight: There is a myth that people with darker skin tones do not need to wear sunscreen. Emphasis on myth.

Idea: Partnering with Ayo Edebiri, a Black, queer actor and comedian, we can help dispel some myths around skincare for people of color. Ayo will user her own iconic, wry tone and star in our PSA about the importance of suncare for people with darker skin tones.

We could even include a conversation between Ayo and our lead scientist to build on the efficacy of our research, while humanizing the science through the voice of an influential public figure.

graveyard part II

Skin Exhibition

Insight: People of color experience the lowest survival rates of melanoma (skin cancer) diagnoses, but melanoma awareness is often aimed at white people.

Idea: Let’s invite BIPOC artists to exhibit their work at an exposition revolving around the theme of skin. This could live as a pop-up in major cities and travel to festivals and events through summer. 

Among the infinite expressions of skin will be an educational section of the exhibit where we:

  • Jointly educate patrons with SOCS

  • Provide tips and resources

  • Offer printed materials and product samples

AD: Ellie Orton, Ellen Yoon

CW: Kelly Elson

CD: Kevin Wright, Ellen Yoon