Signals

Brazil – Suncare brand Mami Wata is using humour and nostalgia to highlight the often-overlooked importance of scalp protection.

In its latest campaign, developed with agency Artplan, the brand adopts a retro infomercial style to target bald consumers with a tongue-in-cheek offer: scan your ‘face’ – referring not to facial features, but to the wrinkle-like shapes often found on the backs of bald heads – to receive a coupon code for two sunscreens for the price of one.

The campaign is light-hearted and playful in execution, but communicates a crucial message to those most at risk of scalp sunburn. ‘Our challenge was to communicate a serious health issue in a way that felt human and approachable,’ explains Rodrigo Almeida, chief creative officer of Artplan. ‘We believe that humour, when used with care and empathy, can be a bridge to real awareness and change.’

Blending satirical storytelling with cultural awareness, the campaign moves away from fear-based health messaging and instead reframes SPF use as both necessary and accessible. As suncare brands continue to embed protection into everyday behaviours, Mami Wata’s scalp-focused activation reflects a broader shift towards personalised, creative health communication.

For more on how brands are increasing awareness of sun safety through innovative methods, read our Future Forecast 2024: Beauty report.