Online beauty retailer Face the Future has unveiled its ‘366 Days of SPF’ initiative with the release of a CGI video campaign. The initiative is designed to raise further awareness of the importance of wearing daily SPF protection and help promote healthy skincare habits.  

As part of the campaign, Face the Future will be cutting VAT on all SPF products until the 31st May 2024 in hopes that this additional 20% saving will encourage UK consumers to invest in SPF products for better sun safety.  

The campaign is in association with the British Skin Foundation, with backing from Amy Callaghan MP’s VAT Burn campaign. Phil Brandy, British Skin Foundation Chief Operating Officer, says: “Good sun safety behaviours can play a vital role in reducing the risk of skin cancer, including potentially deadly melanoma. The skin is the body’s largest organ, and it can often be overlooked. That’s why it’s fantastic to see Face the Future commit to educating the wider public on important skin health matters.” 

The brand activation was created by One Agency and the CGI video features a Face the Future branded airplane spreading SPF around Westminster and above the clouds. The CGI video aims to give further reach to the 366 Days of SPF campaign to get people talking about sun safety.  

Paul Thompson, co-founder of Face the Future, says: “We are on a mission to spread awareness of sun safety and get the UK wearing SPF every day to improve their skin health. This CGI video is just one string to our bow and there are several projects we are working on this year to highlight the campaign and get more people talking about SPF.”