Retro Style Ads in 2025 Advertising & Design
The print ads for sunscreen lotions in the 1970s and 1980s were a vibrant reflection of their cultural moments—sun-soaked, carefree, and often cheeky. These decades brought about a dramatic shift in advertising, especially as beauty standards, technology, and awareness around skincare began to evolve. Through bold visuals, catchy taglines, and iconic imagery, sunscreen ads became more than just promotional pieces—they became time capsules of pop culture.
1970s: Tanning Culture and Sensual Imagery
The 1970s were the golden age of tanning. At the time, having bronzed skin symbolized health, beauty, and affluence. As a result, sunscreen ads weren’t necessarily promoting protection from the sun, but instead promising the perfect tan. Many products were actually tanning oils with minimal SPF, if any at all. Popular brands like Hawaiian Tropic and Bain de Soleil leaned into this with ads that exuded sensuality, exoticism, and luxury.
These print ads often featured women in tiny bikinis, lounging poolside or on the beach, drenched in sunlight and slicked with oil. The color palettes were warm and saturated—think golden skin tones, sunset oranges, and deep ocean blues. Copywriting was sultry and minimal, with phrases like “tan to the max” or “for the ultimate golden glow.” It was less about science and more about seduction.
An iconic example is the original Coppertone ad featuring the little girl with the dog tugging at her swimsuit bottom, revealing tan lines—a playful image that became one of the most recognizable logos in advertising history. While now controversial, it embodied the era’s obsession with tanning and the idea that “sun-kissed” equaled attractive.
1980s: Fitness, Fashion, and a Shift Toward Protection
By the 1980s, the fitness craze was in full swing, and the beach body ideal had become leaner, stronger, and more athletic. Sunscreen ads shifted slightly, pairing beauty with health. More consumers began to understand the dangers of overexposure to UV rays, and SPF started to appear more prominently on packaging and in ad copy.
Print ads in the ‘80s still embraced vibrant colors and bold typography—neon pinks, electric blues, and high-contrast photography. However, they began to include more information about sun protection, highlighting terms like "broad spectrum," "UVA/UVB protection," and "water-resistant." This decade saw the rise of Banana Boat and Ocean Potion, which marketed their products as fun, family-friendly, and scientifically advanced.
The fashion influence was impossible to miss. Models in high-cut one-piece swimsuits, wraparound sunglasses, and teased hair dominated these layouts. There was also a noticeable increase in diversity, with ads beginning to show more men, families, and different skin tones, though not as equitably as today.
Legacy and Aesthetic Influence
The visual aesthetic of 70s and 80s sunscreen ads—sun flares, grainy film textures, retro fonts, and beach-centric compositions—continues to inspire modern designers, especially those leaning into nostalgic branding. Today’s vintage-inspired skincare brands often reference these decades in moodboards and packaging.
In essence, these print ads captured more than just a product—they encapsulated a lifestyle. Whether it was the carefree tan worship of the 70s or the sporty, sun-smart vibes of the 80s, sunscreen advertising from these eras still radiates warmth, style, and unforgettable summer nostalgia.
I took these pictures when I was in Target, and these ads and branding caught my eye. At first glance they have a 70s retro vibe, from the makeup to the wardrobe styling, but as a 80s kid I definitely had flashbacks to Sassy and Seventeen magazine ads. Anyone remember Sun-In?
Vacation lip oil.
Vacation Sunscreen.
I didn’t try any of the products, but I’m definitely intrigued to give them a chance. The website is www.vacation.inc, and it doesn’t shy from going full out with the retro vacation vibes. Love it!
Screenshot of the Vacation website. Legit 80s vibes.
Actual 70s ad.
Actual 80s ad.
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