Twelve giant towels hanging in a central building in Madrid have given shape to Babaria’s new outdoor advertising action, with which the cosmetic brand has welcomed summer and is highlighting its sun protection products. The brand expands its storytelling around the “Sun Lovers” concept, which has worked in recent years to encourage consumers to enjoy the unique moments that the summer season offers, but without forgetting skin care.
Babaria has turned June 21, the day that is understood as the official beginning of summer, as a key event in its communication and marketing strategy. On this occasion, it has commemorated them with a special large-format activation by covering a façade with large beach towels to create a kind of advertising canvas and communicate the message “Welcome Summer. Sun Lovers.”
The creativity also includes the brand logo, its corporate green color, and the image of two sun protection products. The action has been devised by the creative agency Maart and executed together with Crush, who have worked for the brand in recent years, and is presented as a declaration of intent and a call to celebrate one of the best seasons of the year.
The action expands Babaria’s trajectory in innovation and the use of the outdoor environment and street marketing actions to commemorate the arrival of summer. Last year he commemorated June 21 by collecting a pool cover; while in 2024 he installed a giant lounger in Príncipe Pío as a visual metaphor for the start of a period destined for disconnection.
The display is accompanied by a humorous sketch that the brand has titled “There is no one to shop here.” It stars eight content creators who give life to a peculiar community of neighbors and who, through their balconies, welcome summer, each in their own way. At the end of the piece it is discovered that they were the ones who hung each of the twelve towels that make up the canvas.
The comedian and presenter Ana Briten, the rugby player Antón Legorburu and the content creators Lucía Gortari, Sofía Ortiz and Alex Ferrer, Antonio MB, Berta Pim and Jorge Amor appear in the video.
Both actions have supported the celebration of “Sun Lovers Day”, the brand event with which Babaria welcomes the summer and which has been institutionalized in its marketing strategy. Prepared by the brand in collaboration with the Rumor agency, the meeting took place on Sunday, June 21 and consisted of a lunch by the pool in a space in the center of Madrid attended by more than 30 digital profiles from the lifestyle and beauty categories.
As both the brand and the influencers and creators have shared, “Sun Lovers Day” was inspired by the brand’s solar range, products that attendees were able to see first-hand, as well as the brand’s messages around protection and caution when enjoying the sun during the summer.
The brand has also been present with activations, communication and product presence at notable social and cultural events in recent weeks. Thus, he connected with those attending Bad Bunny’s concerts at the Metropolitan stadium, or at the Tropicalia party, in the Canary Islands.
