Since launching in 2009, the only product that still remains on the shelves today is Sunday Riley’s #1 best-selling treatment serum, Good Genes. 

Good Genes is a multi-tasking, targeted lactic acid treatment that deeply exfoliates the dull surface of the skin for instant glow and radiance. This award-winning serum is clinically proven to plump the look of fine lines and wrinkles in just 3 minutes. Its affinity to be layered on top of other active ingredients and ability to be used both morning and evening lends itself a staple in any skincare routine. 

Given its #1 status, Sunday Riley prioritizes always-on marketing support around Good Genes throughout the year. The evergreen tagline, “Feel Good With Good Genes” is amplified every quarter through various digital, social, PR and partnership campaigns. 

Highlights from previous evergreen campaigns include: 

• Direct mail campaign “Feeling _ with Good Genes” fill-in-the-blank mirror clings with social partners and influencers 

• Amplified digital ads with preferred retailers: Sephora, Ulta and Amazon  

• “You’ve Got Good Genes” co-branded partnership with MOTHER Denim in support of Mother’s Day

• “Reasons I 🤍 Good Genes” mass seeding campaign with celebrity partners

• Product partnership with Sunday Riley Brand Ambassador, Phoebe Dynevor

• “1 Serum, 4 Benefits” Streaming Ad with Hulu

• 24hr Homepage Takeover with WeTransfer

• “Glow from Morning to Evening with Good Genes” activation at Ipsy’s 10-Year Anniversary celebration in NYC

• Product sampling campaigns with beauty subscription partners: Ipsy, Birchbox, Curatuer, Caroline Hirons and Cohorted