Lidl have launched a limited-edition sun spray in partnership with SKCIN to encourage Brits to protect their scalps from UV rays as superstar Pitbull brings his famous bald look to the UK. The limited-edition Cien Sun Spray has been named ‘Mr SPF 30.5’ – a reference to the singer’s Miami’s area code and comes ahead of his London performance tomorrow night.
Inspired by Pitbull’s UK tour, where thousands of fans are expected to embrace their inner ‘Mr Worldwide’ by sporting bald caps and shaved heads, the campaign uses humour to deliver a serious health message.
Lidl has transformed its award-winning Cien SPF 30 Sun Spray with a playful ‘Mr SPF 30.5’ sleeve, available as part of a limited-edition Mr Bald-wide Bundle. Each bundle includes the specially branded sun spray, a pair of UV-protective aviator sunglasses and a Lidl Plus voucher offering 30% off Cien sun creams and sprays.
Fans travelling to Pitbull’s London concert on 10th July will also have the opportunity to pick up a free bottle of Mr SPF 30.5 at London Victoria Station between 11am and 5pm, while stocks last.
Pitbull fans will attempt to break the world record for the largest gathering of people wearing bald caps.
Marie Tudor, CEO of SKCIN, said: “We’re driven to amplify the awareness of skin cancer causes and prevention.
“While bald caps might be the must-have accessory for fans channelling their inner Mr. Worldwide this summer, it’s important to remember that our scalps are particularly vulnerable to the sun’s harmful UV rays, as the head is one of the most common areas affected.”
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