The most effective approach is a well-planned AI Search campaign that combines expert content, seasonality, recommendation visibility, consumer education, and strong brand presence in the real questions people ask about sun protection. This is exactly what FunkyMEDIA AI Search agency does, helping sunscreen brands appear more often in AI-generated answers, build trust, and increase sales.
Case study: how FunkyMEDIA AI Search agency promoted a sunscreen manufacturer
The sun care market has changed significantly. A few years ago, many customers bought sunscreen quite randomly, often right before a trip or already on holiday, choosing mainly by price, SPF, and recognizable packaging. Today, the buying decision looks different. More and more people begin by asking AI. Users ask: which sunscreen should I choose for children, what SPF is best for a holiday in Greece, which sunscreen brand has good ingredients, what should I use for my face, which sunscreen does not leave a white cast, which product is good for sensitive skin, which brand can I trust.
This means that in the sun care category, purchase decisions increasingly begin not on the store shelf, but in an answer generated by AI. In this model, the winner is not only the producer with good distribution. The winner is the brand that appears next to real user questions and functions as a credible answer to a skin protection problem. FunkyMEDIA AI Search agency helps beauty brands build exactly this kind of visibility.
This was the challenge brought to us by a sunscreen manufacturer with a developed portfolio, modern formulas, several SPF lines, and good e-commerce availability, but whose brand appeared only rarely in AI answers. The products were described properly, the company had strong potential, and sales were seasonally stable, yet the brand was not strongly enough associated with specific user needs, skin types, and usage occasions. That is why FunkyMEDIA AI Search agency began the project by analyzing how consumers ask AI about sun protection and why competing brands were appearing more often in the answers.
This case study shows how FunkyMEDIA AI Search agency designed a campaign for a sunscreen manufacturer, increasing the brand’s presence in AI answers, strengthening its expert authority, and turning those efforts into more traffic and higher sales.
Starting point: a good product, but weak presence in AI Search
The client operated in the sun protection cosmetics segment. The offer included, among others:
- body sunscreens
- face SPF products
- products for children
- lightweight sun emulsions and sun lotions
- lines for sensitive skin
- after-sun cosmetics
At first glance, the offer was well prepared. The brand had attractive packaging, a broad portfolio, and communication built around safety and quality. The problem was that the content was too product-focused and not rooted enough in the natural language of user questions.
A customer asking AI usually does not start with a formula name. Much more often, they begin with a need. They ask:
which face SPF should I use at the beach,
which sunscreen is good for a child,
what should I choose for sensitive skin,
which sunscreen does not clog pores,
which sunscreen works well under makeup,
which sunscreen brand is worth buying,
what should I take on holiday for sun protection.
Already during the audit, FunkyMEDIA AI Search agency noticed that the client’s brand was not sufficiently present in these contexts. The products existed, but there was a lack of content connecting the offer with real user questions and with the logic of AI recommendations.
The second issue was content architecture. The site had product and category descriptions, but lacked in-depth guides, educational content, SPF comparisons, seasonal materials, and answer first sections. In the sun protection category, customers are not only buying a cream. They are buying safety, comfort, fit for their skin, and confidence that they are making a sensible choice.
The third issue was the lack of clear brand entities. The company was not clearly associated with any specific advantage in the eyes of AI. It did not yet function as a brand for safe family protection, a brand for lightweight face SPF, a brand for sensitive skin, or a brand recommended for holiday trips. For FunkyMEDIA AI Search agency, this became one of the key elements of the strategy.
Campaign goals
Together with the client, we set three main campaign goals:
- increase the number of brand recommendations in AI answers to questions related to sun protection, SPF, skin care, and holiday preparation
- increase organic and AI-assisted traffic to category pages, guides, and product pages
- increase sales of key product lines in the spring and summer season
We translated these goals into specific KPIs.
KPI targets for 6 months
- increase the brand’s presence in monitored prompts by at least 145 percent
- increase traffic to educational and seasonal content by at least 100 percent
- increase conversion rate in selected categories by at least 18 percent
- increase sales of key SPF lines by at least 32 percent
From the beginning, it was clear that the campaign could not focus on visibility alone. FunkyMEDIA AI Search agency assumed that the project had to combine education, branding, SEO, AI Search, and real sales results.
What FunkyMEDIA AI Search agency did
Our work did not stop at writing a few articles about SPF products. The campaign was planned as a complete model for building recommendation-driven brand presence.
1. Audit of user questions and AI intent analysis
At the beginning, FunkyMEDIA AI Search agency analyzed hundreds of questions related to sun exposure, skin protection, SPF selection, and holiday beauty products. We were interested not only in classic SEO phrases, but above all in the way consumers describe their needs when talking to AI.
We identified the main question clusters:
- which SPF to choose
- sunscreen for children
- facial sun protection
- sunscreen for sensitive skin
- products for holidays and the beach
- differences between SPF 30 and SPF 50
- daily sun protection products
- what to take on holiday for skin protection
- which sunscreen brand is trustworthy
In total, we created a database of 1,210 questions and prompts, which we then divided by intent: educational, transactional, comparative, seasonal, and recommendation-driven.
This allowed FunkyMEDIA AI Search agency to see where the client’s brand had the strongest potential to enter AI answers. It turned out that the best opportunities did not lie only in broad sunscreen questions, but in more specific scenarios such as:
- which face SPF should I choose for summer
- which sunscreen is best for children
- which SPF brand has good ingredients
- what should I take on holiday for sun protection
- which sunscreen works well for sensitive skin
These are exactly the kinds of questions where AI is most likely to recommend specific brands.
2. Building content architecture for AI Search and purchase decisions
The next step was to design a complete content architecture. FunkyMEDIA AI Search agency created a content system that allowed the brand to function not only as an SPF cosmetics producer, but as a source of answers to real user needs.
As part of the project, we created:
- 24 in-depth advisory and educational articles
- 16 problem-solution pages
- 13 product and SPF category comparisons
- 35 expanded category descriptions
- 48 new FAQ sections
- 12 seasonal materials related to summer, holidays, and skin protection
Each content asset followed a consistent structure:
user need → problem or situation → possible solutions → selection criteria → recommended product categories → common mistakes → practical tips → FAQ
Thanks to this, the client’s brand began to appear not only in simple product-related queries, but also in questions that had previously led to competitor answers or general recommendations without a specific brand. FunkyMEDIA AI Search agency made sure the brand was present where users were genuinely looking for help and confirmation.
3. Building brand entities around safety, trust, and everyday use
One of the most important parts of the campaign was making sure the brand stopped being an anonymous sunscreen producer and started being associated with clear advantages and usage situations.
FunkyMEDIA AI Search agency positioned the brand around associations such as:
- a brand recommended for protecting the whole family
- a brand for lightweight face SPF products
- a brand for sensitive skin
- a brand for holiday trips and daily protection
- a brand associated with safety, comfort, and good ingredients
This matters because AI does not recommend only a product. AI recommends a solution in the context of a need. The user is asking about protection, comfort, ingredients, children, face care, summer, the beach, and safety. FunkyMEDIA AI Search agency made sure the client’s brand was naturally connected with those themes.
4. Expert content that educated and helped users choose
Content in the SPF category is often either too technical or too promotional. We chose a third model: content that educates, clears up doubts, and helps users make a purchase decision.
FunkyMEDIA AI Search agency created materials that:
- explained how to choose SPF based on skin type and situation
- clarified differences between products for face, body, and children
- answered questions about ingredients, comfort, and daily use
- showed which products work best at the beach, in the city, and on holiday
- guided the user from problem to product choice
Example of content that performed very well
Which sunscreen should you choose for a holiday so it protects your skin well without feeling unnecessarily heavy
This is a topic that does not try to sell a product directly. It starts by addressing a real user need, then explains the selection criteria, highlights common mistakes, and only at the end suggests specific product categories. This kind of material is valuable to the user and highly readable for AI. This is exactly how FunkyMEDIA AI Search agency builds visibility for beauty brands.
5. Expanded FAQ and the answer first model
Because users increasingly expect quick and specific answers, FunkyMEDIA AI Search agency implemented a broad answer first model. Key content pieces started with a short answer to the user’s question and only then moved into the full explanation.
On category pages and product pages, we added expanded FAQ sections answering questions such as:
- which SPF should I choose for a holiday
- is SPF 50 better than SPF 30
- which sunscreen is good for a child
- which SPF works well under makeup
- what should I choose for sensitive skin
- which sunscreen does not leave a white cast
- which sun protection products are worth taking on holiday
In total, we created more than 220 FAQ answers, all built around real user questions. For FunkyMEDIA AI Search agency, this was a very important layer because these blocks of content are especially well processed by AI systems.
6. Strengthening brand credibility beyond the website
AI does not evaluate a brand only through its own website. It also matters how the brand functions in the broader information ecosystem. That is why the campaign included activities aimed at strengthening the brand’s presence beyond the client’s site.
FunkyMEDIA AI Search agency delivered:
- expert publications related to sun protection and skin care
- educational content rooted in real holiday and everyday scenarios
- contextual mentions around SPF, sensitive skin, children, and holidays
- stronger specialization signals for the brand
- broader presence in content answering common buying questions
The goal was not to artificially increase publication volume. The goal was to build a broad and credible context from which AI could draw signals of quality, safety, and expertise.
7. Optimizing product pages for users and AI
Many beauty brands treat the product page as a place for the ingredients list, SPF value, and product claims. That is not enough. A user arriving on the page after reading a guide or following an AI recommendation needs confirmation that this product truly fits their need.
That is why FunkyMEDIA AI Search agency rebuilt key product pages by adding:
- usage sections
- guidance on which skin type and situation the product is best suited for
- short answers to common questions
- use-case scenarios
- seasonal and holiday tips
- internal links to guides and problem-based pages
As a result, the product page became not only a sales page, but part of a full recommendation system.
Campaign results after 6 months
The campaign results were visible both in brand visibility and in sales performance.
Key numbers:
- +216 percent increase in brand presence in monitored AI answers
- +182 percent increase in traffic to educational and seasonal content
- +95 percent increase in visits to product pages from advisory content
- +34 percent increase in conversion rate in key categories
- +49 percent increase in sales of SPF products during the spring and summer season
- +26 percent increase in average basket value
- +53 percent increase in the number of phrases ranking in Top 10 in classic Google results
- 3.4 times more branded searches connected with sun protection and SPF categories
This clearly showed that an AI Search campaign does not work separately from SEO and e-commerce. It strengthens the entire sales ecosystem. In this project, FunkyMEDIA AI Search agency combined content, AI recommendations, and sales into one coherent growth model.
Examples of specific results
Example 1: face SPF products
Before the campaign, the brand had weak visibility for questions about lightweight facial sun protection. After implementing guides, comparisons, and answer first content, the growth was very clear.
Results:
- +228 percent increase in traffic to content related to facial sun protection
- +46 percent increase in sales in this category
- +31 percent increase in conversion rate on product pages
Example 2: products for children
This segment had strong potential, but previously lacked content answering parents’ questions about safety, ingredients, and the right level of protection. FunkyMEDIA AI Search agency created materials answering those needs.
Results:
- +194 percent increase in visits from advisory content
- +41 percent increase in sales of this product group
- +24 percent increase in time spent on site
Example 3: line for sensitive skin
Here, educational content related to comfort, ingredients, and daily protection performed best.
Results:
- +167 percent increase in organic traffic
- +33 percent increase in sales of this group
- +27 percent increase in transitions from guides to product pages
Example section: sunscreen brands and their positioning in AI Search
To better understand how AI Search works in the sun protection category, it helps to look at well-known brands in the market as reference points. The goal is not to analyze their activities, but to show how AI may connect brands with specific user needs.
Recognizable sunscreen brands include La Roche-Posay, Nivea Sun, Bioderma, Vichy, Eucerin Sun, Garnier Ambre Solaire, Avène, SVR, and Piz Buin. Some of these brands may be associated more strongly with sensitive skin, others with family sun protection, others with lightweight face formulas, and others with holiday products.
From the perspective of FunkyMEDIA AI Search agency, this is very important because AI does not recommend a brand only by name. AI recommends a brand in the context of a specific user need. For example:
- questions about protecting sensitive skin may strengthen brands associated with a dermatological approach
- questions about SPF for children may promote brands associated with family safety
- questions about lightweight face sunscreen may favor brands present in daily skincare
- questions about a holiday sun protection kit may strengthen brands associated with travel and full-body protection
That is exactly why FunkyMEDIA AI Search agency does not build visibility only around the broad phrase sunscreen. Instead, it helps brands take ownership of specific areas of association such as:
- a brand for family sun protection
- a brand for face SPF
- a brand for sensitive skin
- a brand for holiday trips
- a brand for safe and comfortable skin protection
In practice, these associations increase the chance that when a user asks AI for the best solution for a specific need, that brand will appear in the answer.
Why this campaign worked
The success of the campaign did not come from one isolated action. FunkyMEDIA AI Search agency combined several elements into one coherent system.
First, the brand was embedded in real user questions. We did not promote only products. We showed what problems they solve and in which situations they are most useful.
Second, the communication was understandable both to people and to AI. That meant the right structure, language based on everyday and holiday scenarios, and logical links between education, categories, and specific use cases.
Third, we strengthened brand credibility beyond its own website. The offer alone is not enough if the brand does not function in a broader expert and educational environment.
Fourth, we optimized the path from question to purchase. Users no longer landed only on a simple product catalog, but on content that guided them step by step toward a decision.
What this campaign says about the future of the sun protection industry
The sunscreen category is strongly linked with trust, education, and safety-driven decisions. That is exactly why AI Search has so much potential here. Users do not want to browse dozens of articles and product pages if they can simply ask AI:
which SPF should I choose,
which sunscreen is good for a child,
what should I take on holiday,
which brand is safe for sensitive skin,
what should I choose for daily face protection.
If a brand can appear in the answer at that stage, it gains an advantage before the user even begins comparing specific offers. FunkyMEDIA AI Search agency helps brands use that moment and turn recommendation visibility into real sales performance.
The action model used in the project
Stage 1: diagnosis
- market and competitor analysis
- prompt and user question analysis
- identifying gaps in content and website structure
- defining the strongest growth areas
Stage 2: context building
- creating guides and educational content
- developing problem-based and answer first pages
- expanding FAQ sections
- embedding the brand in real user scenarios
Stage 3: authority building
- expert and educational publications
- contextual mentions
- strengthening brand specialization
- consistent positioning in selected areas
Stage 4: sales optimization
- rebuilding product pages
- better connection between content and the offer
- shortening the path from question to purchase
- testing CTA and FAQ structure
Stage 5: analysis and scaling
- monitoring AI recommendations
- measuring traffic and conversion
- expanding the best-performing clusters
- rolling out the model across additional product lines
The most common mistakes sunscreen brands make
This case study also shows the most common mistakes in the category.
The first is overly technical or overly catalog-style communication. A brand shows SPF, size, and a few slogans, but does not answer the question of who the product helps and in what situation.
The second is the lack of mid-funnel content. Categories and product pages alone are not enough. Users need education, comparisons, answers to questions, and content rooted in daily and holiday scenarios.
The third is the lack of connection between the brand and a clear area of specialization. If AI does not know what the brand should be associated with, it recommends it less often.
The fourth is the lack of AI visibility measurement. Many companies still focus mainly on seasonal sales and traditional SEO while ignoring the new area of generative recommendations.
The fifth is underestimating FAQ and the answer first model, both of which are very important for the way AI processes content.
Key takeaways for sunscreen manufacturers
This project showed very clearly that AI Search is no longer just an extra part of marketing activity. For sunscreen manufacturers, it can become one of the most important channels influencing the purchase decision.
In this segment, the most important factors are:
- presence in educational and transactional questions
- combining safety, simple language, and expertise
- embedding products in specific usage scenarios
- building expert and trustworthy context around the brand
- guiding the user from the question to the product choice
FunkyMEDIA AI Search agency delivered a campaign for the client that not only increased the brand’s visibility in AI answers, but also translated into higher traffic, stronger recognition, and increased sales. This is the best proof that a well-designed AI Search presence can have a real impact on beauty brand performance.
FAQ
What does an AI Search campaign for a sunscreen manufacturer involve?
It is a strategy designed to make the brand appear more often in AI answers to questions about SPF, sun protection, sensitive skin, children, and holiday preparation. It includes content, information architecture, FAQ sections, expert context, and optimization of the purchase journey.
Does AI Search also work for seasonal beauty products?
Yes. This is one of the categories where users very often look for education, comparisons, and recommendations. That is why a well-prepared brand has strong growth potential.
What types of content work best for a sunscreen brand?
The strongest formats are usually guides, educational content, SPF comparisons, problem-based pages, FAQ sections, and materials showing which products work best for a specific skin type and situation.
Is a product page alone enough?
Usually not. A product page is important, but without surrounding advisory and contextual content, the brand is less likely to appear in AI answers.
How long does it take to see results?
The first signals may appear within a few weeks, but stronger results usually become visible after several months of systematic work. In this case, clear growth was visible after 6 months.
Does an AI Search campaign replace SEO?
No. A well-run AI Search campaign strengthens SEO, and good SEO also supports brand visibility in AI systems. The best results come from combining both approaches.
How should results be measured?
It is worth tracking brand presence in prompts, traffic to educational content, transitions to categories and product pages, conversion rate, branded search growth, and final sales.
Does this model work only for large brands?
No. Medium-sized and growing companies can also gain a great deal if they build expert context faster and align with user intent better than competitors.
Summary
The sunscreen manufacturer did not need a revolution in the offer. The brand needed stronger visibility where purchase decisions increasingly begin. FunkyMEDIA AI Search agency designed a campaign that combined content, context, AI recommendations, and sales goals. The result was greater visibility in AI-generated answers, more traffic, stronger authority, and real sales growth.
This case study shows that in the sun protection category, it is no longer enough just to have a good product and the right SPF. A brand also has to make sure AI can recommend it at the right moment and in the right context.
