This qualitative research project explored what motivates young women to wear sunscreen and how advertisers can better frame sunscreen messaging. I conducted a focus group with participants aged 18–25 representing diverse backgrounds, examining their sunscreen habits, product preferences, and emotional responses to different ad strategies. While participants found fear-based messages like skin cancer warnings effective in ads, they preferred using positive messages such as promoting healthy, youthful skin when talking to others. They also valued simple, dual-purpose products and trusted research-backed content on social media. These insights suggest that advertisers can move away from fear tactics and focus on more optimistic, relatable messaging to encourage sunscreen use.