Substance of Light hijacks condom codes

French skincare brand Substance of Light has launched a street marketing campaign to raise awareness of daily sun protection by borrowing the visual codes of condom packaging. In Paris, thousands of sachets resembling condom wrappers were distributed, but instead contained an SPF 50 skincare product. The initiative was complemented by an outdoor advertising campaign built around the tagline "Did you protect yourself this morning?" and a social media activation involving around ten influencers.

Through this unconventional campaign, the brand sought to encourage consumers to make daily protection against UV rays, blue light and pollution a routine preventive habit. Founded by Clara Nentille, Substance of Light develops skincare products featuring its proprietary True Filter^™ technology, designed to protect against the full light spectrum while integrating seamlessly into everyday skincare routines.