How Skincare brands can use UV Index in Klaviyo marketing campaigns

When UV levels spike, your customers need immediate sun protection - but they may not realize how intense the UV exposure is in their specific location. With Weather for Email's UV index data, skincare brands can automatically trigger targeted campaigns when UV levels are high, promoting sunscreen, protective skincare, and sun safety products exactly when customers need them most.

This guide shows you how to create UV-triggered marketing campaigns that protect your customers' skin while driving sales of your sun protection products.


Understanding UV Index Marketing

The Opportunity: UV index varies dramatically by location, season, and weather conditions. A UV index of 3 in winter feels different from a UV index of 9 in summer, but customers rarely check UV forecasts. Your skincare brand can fill this gap by automatically alerting customers to high UV conditions and offering appropriate protection.

How Weather for Email can help

The wfe_average_uv_index profile property or average_uv_index event property provides the average UV index forecast for the next 3 days, ranging from 0-12+ and gets updated daily based on each customer's location.

UV Index Scale:

  • 0-2: Low (minimal protection needed)
  • 3-5: Moderate (protection recommended)
  • 6-7: High (protection required)
  • 8-10: Very High (extra protection required)
  • 11+: Extreme (maximum protection essential)

Setting Up UV-Based Automated Marketing Flows

High UV Alert Flow

Create a new Flow in Klaviyo:

  1. Go to Flows and select "Create Flow"
  2. Choose "Create From Scratch"
  3. Select "Upcoming Weather Change" as your trigger metric

Configure UV Trigger Filters:

  • average_uv_index is greater than 6 (High UV threshold)
  • current_weather_condition does not contain "Rain" (optional - avoid sending during overcast/rainy conditions)
  • forecast_conditions does not contain "Heavy Rain" (optional)

Profile Filters:

  • Allow someone to enter this flow once every 7 days (prevents spam during extended sunny periods)
  • Exclude customers who purchased sunscreen in the last 30 days (optional)
Example of High UV index flow

Example of High UV index flow

Extreme UV Warning Flow

For UV index 8+ conditions, create a separate, more urgent flow:

Trigger Filters:

  • wfe_average_uv_index is greater than 8 (Very High/Extreme threshold)
  • Optional: wfe_current_weather_condition contains "Clear" or "Sunny"

Profile Filters:

  • Allow entry at most once every 3 days (more frequent due to health urgency)
  • Send to all customers regardless of recent purchases (safety priority)

Creating UV-Based Customer Segments

You can also build segments for targeted UV campaigns and one-off promotional emails. This also allows you to see the different UV index of your customer base in Klaviyo too.

High UV Exposure Segment

Segment Configuration:

  1. Go to Lists & Segments → Create Segment
  2. Add conditions:
  • wfe_average_uv_index is greater than 6
  • wfe_current_weather_condition does not contain "Rain"
  • wfe_current_weather_condition does not contain "Cloudy"
Example high UV index risk segment

Example high UV index risk segment

Extreme UV Risk Segment

For maximum urgency campaigns:

  • wfe_average_uv_index is greater than 9
  • wfe_current_weather_temp_c is greater than 20 (or wfe_current_weather_temp_f greater than 68)

Moderate UV Segment (Preventive Care)

For education and gentle promotion:

  • wfe_average_uv_index is between 3 and 6
  • Target customers who haven't purchased sun protection recently

Email Campaign Strategies by UV Level

Moderate UV (3-5): Education & Prevention

Subject Line: "UV levels rising to {{event.average_uv_index}} in your area - time to prep your skin ☀️"

Message Focus:

  • Educational content about UV damage
  • Daily skincare routine adjustments
  • Gentle product recommendations
  • Building good sun protection habits

Product Recommendations:

  • Daily moisturisers with SPF
  • Antioxidant serums
  • Lightweight sunscreens
  • After-sun care products

High UV (6-7): Active Protection

Subject Line: "High UV Alert ({{event.average_uv_index}})! Protect your skin today"

Message Focus:

  • Immediate action needed
  • Specific protection strategies
  • Product application tips
  • Timing recommendations (avoid peak hours)

Product Recommendations:

  • Broad-spectrum SPF 30+ sunscreens
  • Reapplication-friendly formats (sprays, sticks)
  • UV-protective makeup/primers
  • Protective clothing accessories

Very High/Extreme UV (8+): Urgent Protection

Subject Line: "⚠️ EXTREME UV WARNING ({{event.average_uv_index}}) - Maximum protection required"

Message Focus:

  • Health urgency and safety
  • Maximum protection protocols
  • Reapplication schedules
  • Warning about peak hours (10am-4pm)

Product Recommendations:

  • SPF 50+ broad-spectrum sunscreens
  • Physical/mineral sunscreens
  • Extra protection products (zinc sticks, face covers)
  • Repair and recovery treatments
  • Professional-grade products

Personalized UV Marketing Content

Dynamic UV-Aware Email Content

<h2>UV Alert for {{person.first_name}}!</h2>

<p>The UV index in your area is forecast to reach <strong>{{event.wfe_average_uv_index}}</strong> 
over the next 3 days{% if event.average_uv_index >= 8 %} - that's in the extreme range!{% elif event.average_uv_index >= 6 %} - that's high UV exposure{% else %} - protection recommended{% endif %}.</p>

{% if event.average_uv_index >= 8 %}
    <div style="background: #ff6b6b; padding: 15px; border-radius: 8px; color: white;">
        <h3>⚠️ EXTREME UV CONDITIONS</h3>
        <p>Skin damage can occur in just 10-15 minutes. Maximum protection essential!</p>
    </div>
{% elif event.average_uv_index >= 6 %}
    <div style="background: #ffa500; padding: 15px; border-radius: 8px; color: white;">
        <h3>☀️ HIGH UV CONDITIONS</h3>
        <p>Skin damage possible in 15-25 minutes. Strong protection recommended.</p>
    </div>
{% endif %}

<h3>Here's what your skin needs today:</h3>
<!-- Product recommendations based on UV level -->

UV-Specific Product Recommendations

Think about creating separate product feeds for different UV intensities:

Moderate UV Feed (UV 3-5):

  • Categories: Daily SPF, Preventive Care, Antioxidant Products
  • Focus: Gentle, everyday protection

High UV Feed (UV 6-7):

  • Categories: Sunscreens SPF 30+, Reapplication Products, After-Sun Care
  • Focus: Active outdoor protection

Extreme UV Feed (UV 8+):

  • Categories: SPF 50+, Physical Sunscreens, Professional Products, Repair Treatments
  • Focus: Maximum protection and recovery

And then you can you use dynamic product recommendations and product blocks like in this guide

Advanced UV Marketing Strategies

Geographic UV Variations

Altitude-Based Messaging:

{% if person.wfe_average_uv_index >= 7 %}
    <p>Remember: UV intensity increases by 4% for every 1000 feet above sea level. 
    {% if person|lookup:'City' == 'Denver' or person|lookup:'City' == 'Colorado' %}
    At your elevation, UV protection is even more critical!
    {% endif %}</p>
{% endif %}

Seasonal UV Education:

{% if person.wfe_average_uv_index >= 6 %}
    <h3>Did You Know?</h3>
    <p>UV rays are strongest between 10 AM and 4 PM. With today's UV index of {{person.wfe_average_uv_index}}, 
    consider staying indoors during peak hours or using maximum protection.</p>
{% endif %}

Combining UV with Temperature Data

Hot + High UV Campaigns:

{% if person.wfe_current_weather_temp_c >= 25 and person.wfe_average_uv_index >= 7 %}
    <h3>Double Threat: Hot Sun + High UV! 🌡️☀️</h3>
    <p>{{person.wfe_current_weather_temp_c}}°C heat PLUS UV index {{person.wfe_average_uv_index}} 
    means your skin needs extra protection and cooling care.</p>
    <!-- Show: Cooling sunscreens, aloe products, heat-resistant formulas -->
{% endif %}

Cool Weather + High UV Education:

{% if person.wfe_current_weather_temp_c <= 15 and person.wfe_average_uv_index >= 6 %}
    <h3>Don't Be Fooled by Cool Weather! ❄️☀️</h3>
    <p>Even at {{person.wfe_current_weather_temp_c}}°C, UV index {{person.wfe_average_uv_index}} 
    can still damage your skin. Cold weather doesn't block UV rays!</p>
    <!-- Show: Cold-weather friendly sunscreens, lip protection -->
{% endif %}

Seasonal UV Campaigns

Spring UV Awareness:

  • Target customers transitioning from winter routines
  • Focus on building new sun protection habits
  • "Your skin isn't ready for spring sun yet"

Summer Maintenance:

  • Reapplication reminders during peak season
  • Sweat-resistant and water-resistant products
  • Vacation and outdoor activity protection

Winter UV Education:

  • Snow reflection doubles UV exposure
  • High-altitude winter sports protection
  • Don't skip SPF in cold weather

Skincare Brand-Specific Campaign Ideas

Daily Skincare Routine Adjustments

Low-Moderate UV Days (0-5):

<h3>Perfect Day for Your Regular Routine ✨</h3>
<p>With UV index {{person.wfe_average_uv_index}}, your daily moisturizer with SPF 15-30 is perfect. 
Focus on:</p>
<ul>
    <li>Gentle cleansing</li>
    <li>Antioxidant serum</li>
    <li>Daily moisturizer with SPF</li>
    <li>Evening repair treatments</li>
</ul>

High UV Days (6-7):

<h3>Level Up Your Protection Today 🛡️</h3>
<p>UV index {{person.wfe_average_uv_index}} calls for enhanced protection:</p>
<ul>
    <li>Dedicated SPF 30+ sunscreen</li>
    <li>Reapply every 2 hours</li>
    <li>Antioxidant serum (double dose)</li>
    <li>After-sun soothing products</li>
</ul>

Product Launch Campaigns

New Sunscreen Launch + UV Targeting:

  • Trigger campaigns when UV index is high in target markets
  • "Perfect timing! Try our new SPF 50 with today's UV {{event.average_uv_index}}"
  • Offer samples or trial sizes during high-UV periods

Customer Education Series

UV Myth-Busting Campaign:

  1. "Cloudy Day Myths" (moderate UV on overcast days)
  2. "Window Glass Protection" (indoor UV exposure)
  3. "Makeup SPF Reality" (insufficient protection)
  4. "Reapplication Science" (when and how often)

UV index marketing represents a powerful intersection of health, urgency, and personalisation. By automatically alerting customers to high UV conditions and providing immediate solutions, skincare brands can build trust, drive sales, and genuinely protect their customers' skin health - creating a marketing strategy that feels more like a valuable service than traditional advertising.