How Vacation Inc. Is Building a Successful Brand World

It’s no secret that the beauty scene is saturated with brands.

From celebrity brands to viral sensations, consumers are overwhelmed with choice. So, what exactly makes a brand stand out?

For Vacation Inc., it’s their brand world. 

In 2023, the brand achieved 200% year-over-year sales growth with no signs of slowing down. From their nostalgic visuals and sun-kissed, inspired scents to tongue-in-cheek captions, Vacation Inc. isn’t just selling a product; it’s selling a lifestyle.

About Vacation

Vacation Inc. entered the skincare scene in 2021. Based in Miami, Vacation collaborated with dermatologist Dr. Elizabeth Hale and perfumers Carlos Huber and Rodrigo Flores-Roux.

Vacation caters to those who take their leisure as seriously as they take protection. The brand offers a range of sunscreens, scents, and lotions that transport consumers to the sunny shores of a beach holiday. 

But sunscreen isn’t all Vacation is looking to sell. Step into their brand world and you’ll feel the '80s nostalgia through scents, visuals, and sounds. This unique atmosphere is key when marketing in a crowded industry.

What’s a brand world?

So, what exactly is a brand world?

A brand world is a technique of branding that goes beyond a brand’s identity to create a world where consumers actually live in the brand. 

To develop a brand world, you should have: 

1. A distinct visual and communication style 
2. Immersive environments
3. Multi-sensory branding
4. Strong brand storytelling to tie everything together

A brand world doesn’t only make a brand recognizable, it makes it memorable. Inviting a consumer into this world helps foster a strong, authentic connection.

Using these guidelines, let’s take a look at how Vacation is nailing their brand world. 

Let’s talk socials

Vacation isn’t another brand on Instagram; it’s a brand with a mission to give you, well, vacation realness. 

Take a quick peek at the brand’s page, and you’ll be thrust into the brand world of Vacation immediately. 

This retro wonderland has it all:

• Color-coordinated brand photos 
• Grainy, point-and-shoot memories taken beachside 
• A single account under its “following” tab (which is Jimmy Buffett, because of course). 

Their brand photos don’t feel like they are from this generation, and that’s the point. 

The brand world Vacation has crafted plays into nostalgia. It evokes the excitement before a trip and the glamor of days past. Product photos feature models with big hair, neon hues, diffused lighting, and textures that evoke a magazine aesthetic.

Unbranded visual content adds to the story by creating detailed, fictional tales from vacation. Consider their July 15th post about a cocktail emergency saved by a lime in a swimmer’s pocket. Or their May 1st post celebrating a fictional Garth J. Wagner for turning a tablecloth into a bright sarong.

These stories may seem unrelated to the brand, but they are important to Vacation’s brand story. Vacation’s story revolves around leisure. It’s more than just sunscreen; it’s about connecting with the audience through humor and funny stories.

More than just sunscreen

Vacation skillfully taps into nostalgia and leisure. This is clear in both its branding and the products it offers.

Vacation’s product page is a fun-filled collection of perfumes, body mists, sunscreen (whipped, gel, oil, and spray-on). 

Their perfumes and body mists, while not sunscreen, continue the narrative of leisure for all. With names like After Sun, Grand Cuveé, and of course, Vacation, the scents build off memories. 

After Sun has hints of aloe vera gel and plush resort towels, Grand Cuveé features amber, vanilla bean, and a touch of sunwashed sails. Vacation combines scents of coconut, banana, pool water, pool toy, and swimsuit. These scents evoke nostalgic, carefree poolside memories. The brand world has now extended beyond the screen and into your nose.

In a real commitment to the bit, Vacation also relaunched a classic from the ‘80s: Orange Gelée. For the uninitiated, the OG Orange Gelée by Bain de Soleil was a sunbathing essential in the ‘80s and ‘90s.

Orange Gelée was known for its floral, orange scent, bright orange hue, and, unfortunately, its low SPF of 4. Sadly, it was discontinued in 2019, shattering its loyal fans. 

Unwilling to let the icon die, Vacation launched the Orange Gelée Revival Project. The project even brought on 11 lifelong Bain de Soleil fans to test the product during development. In 2024, the new and improved (SPF 30, yay!) Orange Gelée reemerged under Vacation Inc. to an eager 15,000-person waitlist.

From the texture, appearance, and scent, Orange Gelée is a spot-on recreation of the original. With this move, Vacation shows a commitment to their ‘80s brand story. 

Comments on Orange Gelée posts are flooded with those celebrating its revival. Older users of Bain de Soleil reminisce on their teenage years when they lived and breathed Orange Gelée during the summer months. Even younger generations are intrigued and excited by the bright orange gel. 

This revival shows Vacation is a brand for all. The only requirement is an appreciation for the past and a commitment to sun-safe fun.

Bringing it home

Welcome to Vacation’s website! It’s the home base for all Vacation Inc. products, stories, and brand world-building. 

Upon arrival, the “vibe generator” greets you at the bottom of the page. It invites the user to create their own soundtrack from preset sounds of ocean breeze, steel drums, tropical birds, and beach bar. Vacation has effectively woven its brand story into the consumer’s senses.

Now, it’s time to add some beats to enhance the multisensory experience. 

Beyond the vibe generator, users can peruse leisure-enhancing products that aren’t just sunscreen and perfume. Browse sold-out aqua cycles, hovercrafts, and fondue sets. Users can also grab in-stock items like Vacation towels, head hammocks, and corporate disco merch. 

Now, the brand world of Vacation isn't just about beauty. When the consumer buys Vacation-branded tees, frisbees, towels, or head hammocks, they show their love for leisure. They also help bring the brand to life.

Want to get even more involved? Vacation invites anyone to grab their own company card at the bottom of their homepage! Visitors can choose from honorary role titles like:

• “Head of the Men’s Tug of War Team” 
• “Chief Barracuda Petting Professional”
• “Champagne Toasting Expert” 
• “President of Strawberry Daiquiri Powered Parties”

Visitors can also take advantage of the Vacation Clipper on the homepage. The clipper offers great, made-for-TV coupons for Vacation’s bestsellers.

While Vacation’s main social platform of Instagram truly feels native for the brand, Vacation’s website breathes new life into the story. Cheeky copy, VHS videos, and retro product campaigns blend easily. Nothing on Vacation’s website feels disjointed, especially when navigating from their Instagram.

Vacation’s website is a solid example of a brand that understands its story and the world it’s crafting. Before buying from the brand, a consumer knows what they’re joining in Vacation’s story. 

Vacation creates a world of leisure, nostalgia, relaxation, and good old fun in the sun. 

Final thoughts

Brand worlds take brand marketing to the next level. 

When a brand invites a consumer to live in its world through:

• Distinct visual and communication styles
• Immersive environments
• Multi-sensory branding, and
• Strong brand storytelling

They foster real, memorable, and authentic connections. 

Vacation doesn’t stand out because of its logo or color palette. It stands out because it creates an immersive experience. Vacation will always stand out, whether in product names, social media posts, or ads. 

So follow Vacation’s lead and go beyond what is expected in branding. Use channels and tools to create engaging and memorable content, while also building community. 

Building success in a brand begins with building a brand world.

✍️ Written by Ana Jennings