What's fun about sunscreen? Until Vacation came on the scene last year, the answer was "pretty much nothing." The newly launched Miami-based cosmetics brand has managed to bottle up 1980s Vice City nostalgia with what it calls "the world's best-smelling sunscreen." Bottles of the Classic Lotion ($18) are printed with a cheery, royal blue serif font and a palm tree silhouette you might find tattooed on a lower back somewhere on Ocean Drive. The company's Instagram feed (@vacationinc), filled with static photos of Baywatch-esque models with teased hair and slouch socks, feels equally retro and trendy as high-leg swimsuits and bike shorts enjoy a cultural resurgence. Ad copy is written in a corporate "royal we" style, channeling a memo sent via fax. ("We're pleased to share with you an announcement" began one IG caption earlier this year about the company's debut at Ulta.) Leave it to a brand called Vacation to give a joyless product like sunscreen a refreshing reboot.