January Digital wins Supergoop media account

Supergoop! has appointed January Digital as its media agency of record, consolidating media activity across its direct-to-consumer, retail, and marketplace channels under a single partner.

The move brings a more unified approach to media strategy, with a focus on improving efficiency, measurement, and scale as the suncare brand enters its next phase of growth.

Unified media strategy across channels

January Digital will oversee a full-funnel media strategy spanning paid social, search, connected TV, and video, alongside marketplace and retail media including Target Roundel and Nordstrom.

The partnership launched with a campaign centred on Supergoop!’s Unseen Sunscreen SPF 50, highlighting the product’s role in encouraging daily sunscreen use and its adaptability across different lifestyles, from everyday routines to outdoor activities.

Lauren Weinberg, chief marketing officer, Supergoop!: "Supergoop! has always had a passionate, loyal following, but the opportunity now is to evolve how we reach and grow that audience. We were looking for a partner who could connect media across our entire business and bring more rigor to how we measure impact, and we’re excited to collaborate with January Digital as we take this next step."

Driving growth and brand consistency

The campaign builds on the product’s position within popular culture and aims to reinforce sunscreen as a daily essential. It also aligns with the brand’s expansion into sports marketing through its partnership with the PGA TOUR.

January Digital’s remit includes supporting customer acquisition, strengthening brand positioning, and driving sustained growth across multiple sales channels.

Vic Drabicky, founder and CEO, January Digital: "Having kids that are always outside at soccer and baseball tournaments, my family has used Supergoop! for years. It’s exciting to help a brand – especially one that my family uses and loves so much – further accelerate their growth. It’s a great product with a wonderful team behind it, and it’s already been incredibly fun and rewarding work."

Focus on integrated performance

By consolidating media responsibilities, Supergoop! aims to improve coordination between channels and gain clearer insights into performance, supporting more consistent brand messaging and long-term growth.

www.supergoop.com

www.januarydigital.com

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