Turning Sunscreen Into a Lifestyle Brand: Lessons from Roy Fleeman
In this episode of Adspeak by ADWEEK, host Brittaney Kiefer sits down with Roy Fleeman to explore how Vacation transformed sunscreen from a functional necessity into an immersive lifestyle brand. Roy shares how the team uses nostalgia, sensory design, and meticulous attention to detail to create products that feel joyful and collectible. They discuss why brands should be informed by trends without being defined by them, how packaging can become a powerful storytelling tool, and why designing every customer touchpoint matters.
From fragrances and campaign concepts to shipping experiences and…
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