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Finding the Hot Spot

By: Briony Davies
Posted: August 28, 2008, from the February 2007 issue of GCI Magazine.

page 5 of 5

Added benefits and the trend toward categorization will lift both value and volume sales, allowing manufacturers to justify higher prices and enabling them to boost usage by targeting new consumer groups. It also will contribute to the already growing perception of sun care as a year-round product, something that will protect sales against the unpredictability of seasonal demand and boost volume sales generally. However, this increased crossover between sun care and other sectors also poses a threat, with skin and hair care and color cosmetics just as likely to look to expand their sales by offering added sun protection or self-tanning benefits. It is likely that at high-need times, such as in summer and prime vacation times, consumers will continue to opt for dual-benefit sun protection, but at other times of the year, SPF-containing skin care or color cosmetics could win out. The challenge is for manufacturers to offer products that are as effective in skin or hair care as they are in sun care.