Poolside FM’s leisure-enhancing suncream

US – Online radio station Poolside FM is expanding its summer-centric offering by launching a nostalgic suncream line.

The suncream brand, Vacation, which claims to have ‘leisure-enhancing’ properties, builds on the sense of escapist pleasure that is core to its radio identity. Much like Poolside FM, Vacation features design cues led by vintage travel posters and carefree holiday lifestyles. Developed in partnership with Elizabeth Hale, a dermatologist and vice-president of the Skin Cancer Foundation, the suncream brand was launched with a water-resistant, SPF 30 formula and is specifically designed to be streak-free on all skin tones.

Its fragrance notes combine coconut oil, banana extract and aloe vera, as well as nostalgic scents of pool water, pool toys and swimsuit lycra. Each tube of Vacation sunscream also includes a QR code linking directly to the Poolside FM radio station. Lach Hall, co-creator of Poolside FM, says he wanted to ‘really make sunscreen far more than just a chore – something that can actually enhance leisure’.

As we identify in Elastic Brands, businesses are increasingly becoming Outside Insiders who can adapt their original offering to provide products and services outside of their core sector.