The immediate success of the product, which is vegan, cruelty-free, and features a clean, eco-smart propellant, is the work of Miami-based brand Vacation (from the makers of Poolsuite FM) with help from aerosol manufacturer Clayton Corporation.
The ‘air whipped’ formula is revolutionary in the sun protection industry. Classic Whip SPF 30 combines a fun and innovative delivery method of an aerosol with the effective sun protection consumers require from a sunscreen product. As of this writing is sold out on the company website, having gone viral on social media platforms like TikTok.
To learn more about how Classic Whip grew from concept to retail distribution, CosmeticsDesign spoke with Dakota Green, Founding Partner of Vacation Inc., and Kevin Martz, Vice President of Business Development at Clayton Corporation. Their insights into the research, development, and distribution of this first-of-its-kind sunscreen product are essential to understanding the product’s potential impact on the cosmetics and personal beauty care spaces in the coming months of 2023 and beyond.
CDU: Can you tell us about the development process for this product?
Dakota Green (DG): We essentially had to reinvent the wheel when developing this product! We’re always on the hunt for ideas that make sunscreen fun– something that’s been absent from the sunscreen aisle in recent years – and what’s more fun than a whipped cream-inspired sunscreen?
When we first came up with the idea to create something as fun as whipped cream, we knew we had to get it just right. That meant perfecting every detail of the experience: everything from the unmistakable “whooshing” noise when you dispense product, to the star shaped mountains of foam it produces– and even the feel! Developing SPF products in the first place is notoriously difficult, so to accomplish this lofty goal with Classic Whip, we knew we had to call in the experts.
We partnered with Dr. Elizabeth Hale, a Board Certified Dermatologist and SVP of the Skin Cancer Foundation, to review its performance and efficacy, renowned scientists at Honeywell who contributed their Earth-friendly Solstice Propellant to the formula (which helped achieve its texture), and then of course the food manufacturing icons at Clayton Corporation developed the first-of-its-kind packaging. We’re honored that we got to work with the same company who originally invented Reddi-Wip in the first place! It’s been such a fun journey to translate the thrill of a beloved food product into the cosmetic space.
Kevin Martz (KM): When first asked if we could whip sunscreen, my initial answer was yes of course, but then I thought to myself, “why would anyone want to?” As we started prototyping the product in our lab, I was pleasantly surprised by the benefits that pressurized packaging brought to the product. The ability to spread evenly on the skin is vastly improved over traditional creams, and the amount that can be stored in a small container that fits in a beach bag or purse is much more than a traditional tube.
The concept formulation was relatively quick to develop as Clayton’s development engineers understand what gasses blend well with different chemistries. Once we proved that it could be done, Vacation worked to ensure the formula met their needs for SPF and can filling.
We had some challenges early on with formula compatibility related to the materials in stock valve offerings and the delivery rate of the product. Our team of engineers was able to quickly assess these issues and provide alternative components that resolved these packaging issues.
CDU: What are the advantages of this application delivery method over traditional methods?
DG: Our guiding mission at Vacation is to infuse a much-needed sense of fun back into the sunscreen aisle. To do this, we develop “leisure-enhancing” products that will make you actually want to apply and reapply sunscreen, instead of feeling like it’s a chore.
This is where Classic Whip SPF 30 comes in: beyond its elevated formula, which is truly a delight to apply and wear, this product is the most fun you can possibly have while applying sunscreen. One reviewer summed it up nicely by saying “I can't imagine ever forgetting to apply sunscreen again after having an experience with Classic Whip.”
Our Chief Medical Adviser Dr. Elizabeth Hale, a Board Certified Dermatologist and SVP of the Skin Cancer Foundation, often tells her patients that “the best sunscreen is the one you’ll use.” With sensorial products like Classic Whip, we’re finding that people are happily applying – and reapplying!
KM: The product has several advantages over traditional cream sunscreen in that the product spreads on the skin smoothly and easily. Additionally, the pressurized packaging allows for more applications to be stored in a similar size container than tube or other aerosol application methods.
CDU: Is this product the first of its kind available in the US market?
DG: Yes, to our knowledge Classic Whip SPF 30 is the first ever sunscreen mousse designed to mimic the experience of Reddi-Wip.
CDU: Is there strong consumer demand for alternative sunscreen options?
DG: Absolutely! There is constant innovation in the beauty and personal care category, and the sunscreen aisle is no different. We’ve found customers really gravitate towards our more unconventional products such as our Chardonnay Oil SPF 30 and now our Classic Whip SPF 30; people are always on the lookout for sensorial, unexpected products that fill a whitespace.
In fact, since launching Classic Whip SPF 30 we’ve actually had trouble keeping it in stock! It continues to gain organic traction on platforms like TikTok, where viral videos of users dispensing and applying the mousse rack up millions of views. When it does sellout, we’ve seen waitlists grow into the thousands.
CDU: Is Classic Whip SPF 30 environmentally sustainable?
DG: Classic Whip SPF 30 is proudly Hawaii Reef Compliant Act 104, Oxybenzone & Octinoxate Free, PEG & Paraben Free, Cruelty Free and Vegan. The Solstice Propellant from Honeywell is a true innovation that we were excited to be able to use; unlike conventional counterparts, it’s Earth-friendly, ultra-low global warming potential, and non-ozone depleting.
KM: The packaging is recyclable, as over 95% of the packaging is aluminum. Many recyclers will not accept pressurized aerosol containers, however this package includes a unique valve from Clayton Corporation which allows the container to vent the remaining pressure once all product has been utilized. This unique technology allows the package to be recycled just like a beverage can.
CDU: Have there been any studies on the efficacy of the new product?
DG: Classic Whip SPF 30 is Dermatologist Tested, proven to provide Broad Spectrum SPF 30 protection, is Water-Resistant (80 minutes), and proudly bears the Skin Cancer Foundation “Active” seal.