With the popularity of skin care with SPFs as well as the media craze around BBs that contain SPFs as one of their added benefits, players in sun care have been responding by creating more pleasant-to-use textures as well as by adding benefits to their offerings.
In Australia, where cosmetics cannot make claims of SPF protection over 15, sun care brands have been quick to take advantage and add skin care benefits to their products. For example, Ego Pharmaceutical has launched both an anti-aging face moisturizer sunscreen as well as a tinted moisturizer sunscreen under the Sun Sense brand name.
Furthermore, the self-tanning brand Le Tan has launched a tinted face moisturizer sunscreen. As skin care and facial makeup brands are used more frequently, if not daily, by consumers in Western Europe and brands add higher SPF claims, it is becoming increasingly difficult for sun care companies to convince consumers to choose their products over skin care and facial makeup for daily use.