Vacation

Beauty & Personal Care

Nostalgia-driven beauty DTC that sells a feeling — 1980s poolside leisure, ironic luxury, and permission to relax — far more than SPF performance. Vacation turns a commodity category (sunscreen) into a lifestyle collectible through world-building: a fictional Miami leisure conglomerate, retro packaging, and 'the world's best-smelling sunscreen' as its whole wedge. Pricing is accessible premium, positioned as an affordable indulgence rather than a clinical necessity, with breadth of formats and merch fueling repeat and gifting demand. The funnel leans on brand heat, cultural collabs (Pepsi), and heavy social proof rather than aggressive discounting, letting the aesthetic do the converting. Ownable 'best-smelling sunscreen' hook differentiates a commodity category instantly Dense retro world-building creates collectibility and organic social shareability Culturally-charged collabs like Pepsi drive earned reach and novelty demand Strong review volume and press quotes build trust without heavy discounting

Brand DNA

DisplayITC Garamond Std Light CondensedBodyHelvetica Neue LT Stdretro 80s leisure brochure, script logo

Vacation's homepage is committed 1980s-brochure cosplay: a full-bleed, dusk-blue-tinted video hero of a model's sun-lit face with the giant cream Sweet Fancy Script 'Vacation®' logo and a serif 'Miami, U.S.A.' locking in the fake-leisure-conglomerate fantasy. The palette runs retro cobalt and powder blues against a warm butter-yellow announcement bar that scrolls stacked hype — 'FREE SHIPPING ON ORDERS $45+', 'PEPSI® SWEEPSTAKES NOW TIL SEPTEMBER 30TH', 'WELCOME TO VACATION®' — with a serif 'Menu +' at left and a bare 'Bag 0' at right for a boutique, low-density chrome. The single CTA, a soft butter-yellow 'SHOP THE COLLECTION' pill in dark italic serif, owns all the warm contrast on an otherwise cool-blue frame, and social proof sits right under the tagline as a serif '4.8/5' with gold stars and '13,457 Reviews'. Deeper pages keep the bit going: a teal-framed press pull-quote on cream ('Debatably the most exciting sunscreen...') paginated like a magazine, and a mint-green footer built as 'The Vacation® Clipper' — a dashed-line coupon page with a scissor icon, faux print ads (Orange Gelée at $23.00 with a 1-786 phone number, the Pepsi 'Wild Summer Sweepstakes', an 'HSA or FSA' savings coupon) and a 'you@yachtmail.com' newsletter placeholder.

Steal this: the scrolling butter-yellow announcement bar that stacks shipping-threshold, collab and welcome messages, plus the coupon-clipper footer that turns retention offers into in-world collectible print ads.

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