Sunscreen that protects the reef, sold to people who'd never read the label.

EthoSun is mineral sun care for people who refuse to choose between their skin and the planet. The line runs on a proprietary EcoSafe Zinc™ oxide plus botanical actives like prickly pear and sustainably-sourced kelp, across a Daily Mineral SPF 50+ for face ($68), an SPF 40+ face-and-body ($78), a Shimmer Glow Butter ($132), and Luxe Mineral Bath Salts ($46).

The positioning is sharp and unapologetic: "Skin First, Planet Always." "Beauty. Protection. Purpose." It tells you to "stay rebellious" and "radiate what you stand for." This is values-forward, premium, reef-safe sun care, and the values are the easy part.

Here's the ad problem. Mineral sunscreen carries baggage. Buyers expect a thick, chalky, white-cast formula, and they're being asked to pay $68 for it. "Reef-safe" wins the conscience but doesn't beat the objection in the comments: does it actually feel good on my face?

So the ad we built doesn't argue the mission at all. It's a creator who admits she's picky with sunscreen and got surprised: most SPF feels greasy or leaves a white cast, this one goes on lightweight and clean. Zinc-based, blends right in, worn every single day. Feel first, and the objection is gone.

A picky sunscreen user, pleasantly surprised, walking through the exact objections that kill mineral SPF: greasy, white cast, heavy. This one reads as lightweight, clean, zinc-based, worn daily. The reef-safe story never comes up, and it doesn't need to. This is the cut we'd put spend behind first.