00:00The sun. It's a gift. Everybody loves it. Especially kids, right? But have you ever tried putting sunscreen on a
00:07child?
00:07It's a nightmare. They find it annoying, don't get why it's important, and suddenly you're chasing them around with a
00:13bottle of SPF.
00:15In Spain, one of the sunniest countries in Europe, skin cancer cases have increased by 40% in just four
00:20years.
00:21While protection before 18 reduces risk by 78%, for parents it remains a battle.
00:26In 2025, after losing market share to competitors' aggressive promotions, ISDIN chose innovation over a price war.
00:33Knowing kids learn best through play, we created a solution that made sunscreen fun for kids and easy for parents.
00:39ISDIN UV Tattoo to Learn is a temporary tattoo that teaches kids the power of sun protection.
00:46The tattoo brings the three little pigs' tail to life.
00:49The wolf, printed with photosensitive ink, appears when exposed to sunlight and disappears when sunscreen is applied.
00:55More than just a toy, it's a simple and interactive learning experience.
00:59The tattoo became a new form of media, a wearable story that placed the message exactly where the protection is
01:04needed.
01:05Our media strategy focused on the channels where health, education and family life meet.
01:10And it worked.
01:12The 500,000 tattoos ran out immediately.
01:14The response was so massive, it became a national primetime news story.
01:18El número de casos de cáncer de piel en España no deja de crecer.
01:22De ahà la importancia de cuidarse y sobre todo educar a los más pequeños.
01:26Specialists warmed the initiative.
01:2852.9% spike in pediatric sun care sales in pharmacies with tattoos.
01:33143.7% growth in pharmacist recommendations.
01:36The ISDIN app drove a 25% boost in sales.
01:40That's so hot.
01:43Following this success, ISDIN is scaling the idea to more than one million tattoos this summer.
01:48Now with the Minions and an expanded rollout into Portugal and Andorra, burning the competition.
01:54Because learning to stay safe in the sun is better when it's fun.
