Free products — or TRYVERTISING, as we dubbed the trend back in 2007 — will forever be the easiest way to sway consumers to try something new. Putting products in people's hands gets their attention and cuts through the white noise of message-based marketing.
Four Seasons' partnership with Project Reef makes total sense, too. The resort depends on beautiful beaches and vibrant ocean life to attract guests, and the sunscreen brand gets an opportunity to reach its target audience right when they're ready and willing to give its product a try.
Meanwhile, Maui is joining a small but growing group of destinations banning chemical sunscreens. In October 2022, Bill 135 will go into effect, prohibiting the sale, distribution and use of non-mineral sunscreens in Maui County.
