Summer Fridays is a vegan, cruelty-free skincare brand focused on simple, effective self-care routines, using good-for-you ingredients in recyclable packaging.

The Skincare Solstice campaign taps into Summer Fridays' winter popularity, as seen in Google Trends, to boost brand awareness in California. Targeting key beaches and cities like Laguna Beach, Venice, and San Francisco, the campaign includes in-person pop-ups with free products to spark organic content. A new loyalty program encourages sign-ups, rewarding customers with exclusive perks during winter months to maintain engagement and revenue, while keeping the summer mindset alive year-round.