Most Popular in:
Sun Shining on Sun Care
By: Nicole Tyrimou, Euromonitor International
Posted: April 27, 2012, from the May 2012 issue of GCI Magazine.
page 4 of 4Most of the major brands carry either SPF guidelines or a UV index of some form on their websites to explain what type of sun protection to use and how much. Furthermore, brands such as Coppertone and Neutrogena have dedicated websites to explain the new FDA regulations and their implications for users.
Many brands are also exploring social media and smartphone applications to reach out to consumers and get their message across. La Roche-Posay, Nivea, Lancaster and Oriflame all offer sun guide apps that consumers can download for free on their smartphones. These provide SPF guidance as well as facts about sun protection. As Internet and smartphone penetration is steadily increasing in both Asia-Pacific and Latin America, using this platform to educate consumers could prove to be an easier and cheaper alternative to reach a wider audience in these regions.
Looking forward, the sun care market will continue to be pressured by skin care as more and more skin care products incorporate UV protection into their offerings. Further diversification of sun care products, with added properties and more convenient formulations, will be needed to counteract the challenge. More importantly, to ensure further penetration, brands need to continue to educate consumers about the dangers of unprotected sun exposure, particularly in low-income markets where the sun is strong but sun protection is still considered a luxury.
Nicole Tyrimou is a Euromonitor International beauty and personal care analyst.