Alba Botanica is affirming its ongoing mission of empowering and inspiring women with a new partnership with Caroline Marks, the youngest surfer to qualify for the women’s Championship Tour. Beginning in 2021, the athlete, who also provisionally qualified to represent the USA at the Tokyo 2020 Summer Olympic Games, will be featured in a variety of promotional materials to celebrate the brand’s sun care collection, following the roll out of its new Future is Beautiful campaign.
“We’re so honored to be welcoming surfing powerhouse, Caroline Marks to the Alba Botanica family in 2021,” said Lisa Coker, General Manager and Vice President of Marketing at Hain Celestial, which gained ownership of Alba Botanica after its $120 million acquisition of Avalon Natural Products, Inc in 2006. “Caroline shares our brand values, beliefs and the importance of the decisions we make today and how they impact our future, which only solidified our decision to partner with her. She has been a fan of our brand for years and uses our sun care products in her daily life. Our new campaign focuses on helping to empower young women to create a future that is beautiful, and Caroline truly embodies that message to the fullest.”
In March, sun care collateral featuring the professional surfer will be promoted within the brand’s retailers, including Whole Foods, Sprouts, Albertsons, Wegmans and Sam’s Club. Additionally, she will be highlighted in digital and social media campaigns and participate in press.
“I’m so excited for 2021, competing on the Championship Tour again, the Olympics, and my partnership with Alba Botanica,” said Caroline. “I started using Alba Botanica shampoo and conditioner to help fight the damage ocean water was causing to my hair. I loved how the products made my hair feel, so it was only natural to use Alba Botanica skin and sun care, too.”
Alba Botanica is currently the leading sun care brand in the natural channel, according to SPINS. The sunscreen products are biodegradable and free of oxybenzone and octinoxate, which are ingredients identified to have potential adverse impacts to coral reefs and will be banned in Hawaii starting January.
“It’s reassuring to know that when I’m out surfing, I’m protected from UV rays and Alba Botanica sunscreen is free of ingredients that have harmful effects on the environment. I can’t wait to help Alba Botanica share its message and empower young women to make choices that will build a beautiful future,” said Caroline.