The Story Behind Naked Sundays

Samantha Brett's journey to success with her SPF brand, Naked Sundays, is a testament to the power of preparation, market research, and community engagement. While her business may have reached six figures in sales within four weeks of launching in January 2021, this success was built on years of dedication and a thorough understanding of her target audience.

Brett's initial inspiration stemmed from her time as a news reporter in Australia, where she observed colleagues struggling with skin cancer due to the intense heat. She realized the shortcomings of traditional sunscreens, which left a greasy residue and weren't ideal for makeup application.

She spent a year and a half researching and developing a solution, focusing on creating a high-performance SPF spray that was aesthetically pleasing and suitable for everyday use.

Brett emphasized building a community before launching her product, engaging with millennials on Instagram and understanding their concerns about sunscreen. This direct interaction helped shape Naked Sundays' brand identity and product development.

Building a Community and Understanding the Market

Brett understood that building a strong foundation for Naked Sundays was essential for long-term success. This meant going beyond simply creating a great product; it meant establishing a connection with her target audience and addressing their specific needs and preferences.

She conducted a survey of 2,000 millennials to discover their frustrations with existing sunscreen products, revealing their dislike for sticky, white formulas that could damage their skin.

This research helped her develop a sunscreen spray that met the needs of her target market, providing both high SPF protection and a comfortable, natural finish.

Brett's dedication to cruelty-free and vegan products further resonated with her community, reinforcing the brand's values and commitment to sustainability.

The Power of Building an Audience

The success of Naked Sundays can be attributed to Brett's strategic approach to building an engaged community on social media. Rather than solely focusing on acquiring followers, she prioritized genuine interactions and fostered a sense of connection with her audience.

Brett started building her Instagram presence a year before launching her product, utilizing the platform to connect with her target audience, understand their needs, and cultivate a sense of anticipation for Naked Sundays.

This proactive engagement ensured that when the brand was finally launched, it had a dedicated following eager to try her products.

She learned the value of keeping her tribe engaged, fostering a sense of community and loyalty, and emphasizing the authenticity of her brand.

From Concept to Launch: Developing a High-Performance SPF

Behind the success of Naked Sundays lies a rigorous development process focused on crafting a sunscreen that met the specific needs and desires of Brett's target audience.

Brett worked closely with manufacturers for nine months to develop a formula that addressed the concerns of white, sticky formulas and potential skin irritation.

She created a vegan collagen formula using plant-based ingredients, ensuring her product was cruelty-free and aligned with her community's values.

The spray format was meticulously crafted to solve the common challenge of applying sunscreen without disrupting makeup, further enhancing the product's appeal and practicality.

Branding and Marketing Strategies

Once the product was perfected, Brett focused on building a brand identity that reflected Naked Sundays' core values of authenticity, simplicity, and self-expression. This involved creating a visual aesthetic that resonated with her target market and conveyed the essence of the brand.

Brett emphasized the importance of a strong brand identity, evident in the brand's logo, color palette, and overall design, which was crafted to evoke a sense of coolness and confidence.

She chose a bold and eye-catching lilac color palette, which was not yet saturated in the market, ensuring Naked Sundays stood out and became synonymous with the brand.

Brett's strategic approach to launch timing, focusing on building anticipation and engaging with influencers, further propelled the brand's success.

The Impact of Naked Sundays

The success of Naked Sundays is a testament to Brett's commitment to creating a high-quality product that solves a real problem for her target market. The brand's impact extends beyond just sales figures; it has become a trusted name in SPF skincare, fostering a culture of sun safety and encouraging people to embrace their authentic selves.

Naked Sundays has earned accolades, including the 2022 Mecca Beauty Innovation Award, solidifying its position as Australia's leading SPF skincare brand.

The brand's success has also inspired other entrepreneurs, demonstrating the power of building a community, conducting thorough research, and developing a product that truly addresses a need.