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A New Day for Sun Care

Contact Author Jeb Gleason-Allured
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The global sun care market is among the smallest personal care segments, according to Euromonitor (www.euromonitor.com) figures. However, the business intelligence firm has forecast the global market to grow 6.4% to about $10 billion by 2018, with results roughly split between emerging and mature markets.

Previously: Practice Sun Protection with a Sport Stick

All the growth during that forward-looking period will come from emerging markets. Yet, globally, adoption of sun care remains low.

Sun Care Dangerously Underused

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Consumers around the world have varying levels of concern, according to Datamonitor figures. Among countries surveyed, Indians and Brazilians were most concerned—45% and 42%, respectively. England and the United States were significantly less so: 18% and 28%, respectively. These statistics have significant consequences for human health.

Further reading: L'Oreal Technology Tells You if You've Had Too Much Sun

According to the World Health Organization, approximately 132,000 new cases of melanoma are diagnosed around the world each year. Australia and New Zealand have the highest melanoma incidence, according to the Aim at Melanoma Foundation, more than double the rate of North America.

When seeking out skin care products, 62% of surveyed global consumers listed sun protection/UV protection as the top product benefit they sought in skin care.

More than 3.3 million people are treated for non-melanoma skin cancer in the United States each year.* Meanwhile, melanoma rates in the country have more than doubled in the last 30 years. According to the American Cancer Society, 73,870 Americans were diagnosed with melanoma last year—42,670 men and 31,200 women. Of those cases, nearly 10,000 resulted in death.

Markets Seeking Different Benefits

According to Datamonitor figures, the global sun protection product market was valued at $5.6 billion in 2013; after-sun and self-tanning products were valued at $1.7 billion and $1.4 billion, respectively. For current regional market and segment figures, see “Sun care markets and segments 2016.”

Sun Care Usage Patterns and Purchase Drivers

According to Experian data, just 3.61% of U.S. households use four or more bottles of facial suntan/sunscreen/sunless tanning products per year. About 22% use 1 bottle or less, and nearly 2% use none at all. According to the data, 4.3% of U.S. households use four or more bottles of body suntan/sunscreen/sunless tanning products in a year. About 17% use one bottle or less, with just over 1% using none.

When seeking out skin care products, 62% of surveyed global consumers listed sun protection/UV protection as the top product benefit they sought in skin care, according to Datamonitor. For sun care products, specifically, male and female consumers listed their top factors as follows:

  • Value
  • Efficacy
  • Ease of use/application
  • Trust/familiarity with brand
  • Natural/organic ingredients
  • Lowest possible price
  • Sensory elements: scent, texture, etc.
  • Recommendations
  • Brand social and environmental responsibility

According to 2015 figures gathered by Statista, more than 28% of consumers prefer SPF 30+ sun care, followed by SPF 15-29 (7%) and SPF 1-14 (2.75%).

Sun Care Innovations Driving Brands

According to responses gathered by Experian, top U.S. household facial suntan/sunscreen/sunless tanning brands include:

  • Neutrogena
  • Banana Boat
  • Coppertone Sport
  • Aveeno
  • Hawaiian Tropic

Experian also found that most popular body suntan/sunscreen/sunless tanning brands include:

  • Banana Boat
  • Coppertone Sport
  • Hawaiian Tropic
  • Neutrogena
  • Aveeno

Recent sun care/UV protection launches include AmorePacific’s Color Control Cushion Compact Broad Spectrum SPF 50+, which is available in Light Pink.

The product includes SPF protection and hydrating action. The formulation includes green tea for skin brightening and limiting skin irritation, and is free of parabens, sulfates and phthalates.

Drunk Elephant offers Umbra Sheer Physical Defense SPF 30, a broad-spectrum sunscreen containing antioxidants to prevent oxidateive cell damage and photoaging, and offering antiaging benefits.

Ingredient highlights include the carotenoid astaxanthin, raspberry seed oil for sun protection, and marula oil for moisturization and healing. The product is appropriate for all skin tones and contains no essential oils, fragrances or colorants.

Smashbox’s Camera Ready BB Cream SPF 35 is intended to give uses camera-ready faces by using emollients and optical peal pigments, which hydrate and reduce the appearance of fine lines and wrinkles.

The BB cream lends a “glowing, ethereal look” that boosts the wear of makeup. The product is fragrance-free and non-acnegenic. 

Clinique’s Smart Broad Spectrum SPF 15 Custom-Repair Moisturizer for Dry Combination Skin hydrates skin and reduces the appearance of fine lines and wrinkles, while brightening the skin.

Clinique also offers Broad Spectrum SPF 30 Sunscreen Body Cream, an all-over sunscreen that offers antiaging activity and sun defense. It contains antioxidants to fight environmental aggressors. The gentle formula is water- and sweat-resistant.

Shiseido’s Ultimate Sun Protection Lotion Broad Spectrum SPF 50+ Wetforce For Face/Body (pictured) is a sunscreen that is enhanced by contact with water for 15 minutes or sweat for 30 minutes, perfect for active consumers.

The product must be reapplied following towel-drying, however. It draws on the brand’s anti-photoaging technology, SuperVeil-UV 360. The product recently won the Annual Marie Claire Prix d’Excellence de la Beauté.

Supergoop!’s Antioxidant-Infused Sunscreen Mist With Vitamin C Broad Spectrum SPF 50 is a non-aerosol product that hydrates the skin and adds radiance. The formulation contains 35% less alcohol than comparable sprays, according to the brand, and features vitamin C. The natural mist is reportedly water-resistant for as much as 80 minutes.

Meanwhile, Peter Thomas’s Roth is Radiant Instant Mineral Brush-On Bronzer Sunscreen SPF 30 bronzing powder provides a sun-kissed look for the skin.

With the proliferating types of formats, mix of prestige and mass brands, and new environmental claims, sun care is poised for innovation and growth.

*HW Rogers, MA Weinstock, SR Feldman and BM Coldiron, Incidence estimate of nonmelanoma skin cancer (keratinocyte carcinomas) in the US population. JAMA Dermatol, 151(10), 1081–1086 (2015)

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