Now Reading
How Summer Fridays Pivoted Its Marketing To Give Customers “That Friday Feeling” All Through The Lockdown

How Summer Fridays Pivoted Its Marketing To Give Customers “That Friday Feeling” All Through The Lockdown

Romana Hai
How Summer Fridays Pivoted Its Marketing To Give Customers "That Friday Feeling" All Through The Pandemic

Update: 8/30/2020 Summer Fridays has officially launched its Soft Reset AHA Exfoliating Solution and can be purchased on its eCommerce website or here.


Summer Fridays, a primarily direct-to-consumer (DTC) skincare brand, found itself, like many other brands, in a predicament on how to continue making sales during the height of the pandemic.

Fortunately, the company’s bet on pivoting its marketing strategy to give its current and new customers that “Friday feeling” all through COVID-19 lockdowns paid off.

At the height of the pandemic, Summer Fridays launched a tie-dye loungewear set, which reportedly sold out in four minutes. Yes, four minutes.

But the loungewear set couldn’t have come at a more perfect time. During the lockdown, the demand for loungewear has been at its peak, forcing brands and retailers to create pre-orders and waitlists. According to Summer Fridays founders, the tie-dye sweats earned $420,000 in media value.

But selling sweatpants wasn’t the only unusual move the skincare brand made to stay relevant to its customers. Summer Fridays teamed up with California-based Sweet Laurel Bakery last month to come up with a cake inspired by the skincare line’s very first product, its Jet Lag face mask, which can be bought on SweetLaurel.com. The collaboration earned the brand 11.5 million in content impressions (posts, likes, comments and shares) and more than $550,000 in media value.

How Summer Fridays Pivoted Its Marketing To Give Customers "That Friday Feeling" All Through The Pandemic

Shortly after, Summer Fridays ventured out to collaborate with Craig’s Vegan in August. The collaboration aimed to create an experience where customers could indulge a little — as one probably would on a Friday — by purchasing a Jet Lag-inspired ice cream dubbed Vanilla Cloud, which of course, came with a mini mask to give buyers the Summer Fridays vibe. The combo was made available to shoppers through the on-demand delivery service app Postmates.

Summer Fridays also partnered up for a co-branded limited edition collage kit and photo filter with influencer Tezza Barton’s eCommerce website ShopTezza.com. The campaign was geared toward evoking the nostalgic Summer Fridays feels on Instagram feeds. As part of the ongoing campaign, customers can replicate the Summer Fridays aesthetic on their very own social feeds by simply using the Tezza filter. Customers can even buy the physical collage kit, which includes 150 photos of various sunny places and moments, allowing shoppers to create the Summer Fridays aesthetic but within their own homes or wherever they chose.

But there’s more to come. Summer Fridays currently holds five products in its portfolio and is launching its sixth product, a soft reset AHA exfoliating solution.

Summer Fridays’ products can be bought at Sephora locations across the U.S. as well as Canada, Selfridges in the U.K. and Mecca in Australia.

Retail Bum participates in various affiliate marketing programs, which means Retail Bum gets paid commissions on purchases made through our links to retailer sites.
For general inquiries, contact us at hello@retailbum.com.
©2020 All Rights Reserved.
Scroll To Top