You’ve Heard of SPF. Now Meet SBF.
The world’s first blue-light skin protection — from the inside out.
Skin Blue Filter is a scientific first-to-market from Advanced Nutrition Programme — a next-generation skin supplement designed to help protect skin from blue light exposure from both digital devices and daylight from the sun.
The challenge was to launch an entirely new skincare category and shift perceptions of blue light from a tech-only concern to an everyday environmental aggressor. The idea: position SBF as the internal equivalent of SPF — a daily essential for modern life, indoors and out.
I led the campaign end-to-end, covering concept, art direction, copy and media, creating a launch that balanced clinical credibility with cultural heat. The release strategy combined a high-impact experiential press moment, editorial storytelling, and a full-funnel organic and paid social approach designed to educate, excite and drive conversion.
Results
35% uplift in launch-period sales
Reframed blue light as a sun + screen issue, driving higher consideration
2 million impressions across paid and organic social
Huge coverage across top-tier beauty, wellness and science titles
Strong engagement and save rates, signalling long-term behaviour change
A new acronym entered skincare culture — SBF — redefining protection for the always-on, always-exposed generation.