IT Cosmetics: Giant SPF Guardians of Sydney Beaches

Fooh concept details:

Merging beachside necessity with unmissable marketing, this FOOH Ad features giant SPF products strategically placed across Sydney's eastern beaches. Enormous IT Cosmetics sunscreen tubes emerge from sand and surf, creating striking visual reminders of sun protection in the environment where it's most needed. This collaborative campaign between Sephora Australia and IT Cosmetics transforms practical skincare messaging into a spectacular coastal landmark. By literally elevating SPF "to new heights," the installation cleverly reinforces summer skin protection while creating a playful, shareable moment that draws attention from beachgoers and social media audiences alike.