It sounds like an enormous paradox to put on sunscreen when there’s no sun to hide from.

When the sun shines people automatically put on sunscreen to protect their skin. Yet when the sun doesn’t shine, we feel protected by the clouds. Without us realising, invisible UV rays disperse the clouds and penetrate our skins, damaging skin cells and largely increasing the risks of developing skin cancer.

Instead of building another public awareness campaign that revolves around the dangers of hazardous UV radiation, we gave Neutrogena’s classical sun screen a complete make-over and came up with a disruptive product: Cloudscreen.

The substance is exactly the same as Neutrogena Sunscreen. We just changed the packaging and name of the product. By launching this ‘new’ product we woke up people and made them realize that it is necessary to use sunscreen, even when it is cloudy.

Another public awareness campaign in traditional media would not have the same effect with either existing of new customers of Neutrogena. Seeing the product in stores when they shop for regular sunscreen will create a far stronger reaction and in the long term change in behaviour.

That is why we gave Neutrogena’s classical sun screen a complete make-over and came up with a disruptive product: Cloudscreen.

Since the campaign was launched in april 2014 we have no results on this date. They will be available on whycloudscreen.com