The skincare brand’s new campaign combines sports culture, dermatological guidance and beauty partnerships to address a seasonal drop in sunscreen use.
EltaMD Skin Care is introducing “No Offseason for SPF”, a campaign that positions daily sun protection as part of a skincare routine throughout the year. EltaMD is using football season, creator partnerships and educational content to challenge the idea that sunscreen belongs primarily to summer. The campaign matters in a category where the company says sunscreen use falls sharply as consumers move from summer into autumn and winter.
The campaign is built around findings from The Benchmarking Company’s 2024 Sun Care Consumer Survey, which polled more than 2,600 US women. The survey found that 100% of participants reported using sunscreen in summer, compared with 57% in autumn and 46% in winter, representing a 43% drop between summer and autumn. EltaMD is framing the gap as a behavioural issue rather than a seasonal need for protection.
EltaMD is working with Kristin Juszczyk, founder and chief creative officer of Off Season, and makeup artist Hailey Hoff, alongside board-certified dermatologists and sports, beauty and makeup personalities. Its product focus spans UV Clear, including UV Clear Blemish-Prone & Oil Balancing SPF 50; UV Skin Recovery, including a green-tinted SPF 50 for redness-prone skin; and UV Daily, including UV Daily Hydration+ SPF 50 with hyaluronic acid. The brand says the formulas are designed to address concerns such as blemishes, excess oil, sensitivity, redness and hydration while providing broad-spectrum protection.
The campaign also extends into professional beauty services through a collaboration with Glamsquad. A complimentary EltaMD Prep & Protect add-on with any makeup service features UV Skin Recovery Red Color Correcting Green Tint Broad-Spectrum SPF 50 through October 24, 2026, while supplies last in select markets and subject to terms. The partnership places SPF at the preparation stage of a makeup appointment and is intended to introduce the product through Glamsquad’s professional makeup artist network and digital channels.
By linking sunscreen with tailgates, weekend games, commutes and everyday autumn routines, EltaMD is shifting the product conversation from occasional outdoor use to repeat behaviour. The approach combines a culturally recognisable seasonal setting with claims about clinical testing and dermatologist guidance, while keeping the consumer action straightforward through the campaign’s two-finger application instruction for the face and neck. Its broader implication is that sunscreen brands can compete for routine status by connecting protection with existing beauty and lifestyle habits rather than relying only on summer demand.
