Packaging Your Future

With SPF defense turning up in an ever-growing array of product formats and consumers increasingly aware of the need for year-round SPF defense, s
un care has risen to new heights to become one of the hottest categories in beauty and personal care over the past year.

Bolstered by considerable innovation from new, niche and luxury sunscreen brands through to traditional stalwarts, and increasingly, entries from the wider beauty space, consumers are finding elevated products that make sunscreen more wearable and enjoyable to use, and offer additional beauty benefits.

Worth $13.4bn globally in 2022, the sun care category is also experiencing an impressive rise in sales.  Brands are recognising that the shift towards daily use products with UV protection offers huge potential, prompting both rising levels of innovation and further brands to move in.

If you’ve ever dealt with a painful sunburn, you know that even the touch of a sheet or a towel can make you want to crawl out of your skin. If that’s not enough to reach for the sunscreen – maybe shoved in the back of your medicine cabinet and forgotten when you’re not at the pool or beach – consider that using sunscreen can slow the appearance of aging by about 25% when used every day, versus only on occasion.

When used as directed, sunscreen can help protect the skin from sunburn, skin damage and skin cancer. Many moisturizers, lip balms and eye creams contain sunscreen to prevent signs of skin aging, such as wrinkles or age spots. Sunscreens with chemical-based ingredients absorb UV rays, whereas mineral-based ingredients reflect UV rays.

1. What is UVA and UVB?
There are two main types of ultraviolet rays – UVA and UVB – emitted by the sun. UVA ray exposure is associated with premature skin aging. On the other hand, UVB rays are associated with sunburns. Both cause skin cancer. A broad-spectrum sunscreen is formulated to protect against both UVA and UVB.

2. What is SPF and what SPF should I use?
SPF stands for sun protection factor, a measure of how well a sunscreen will protect against UVB rays. When used as directed, a sunscreen with an SPF rating of 15 blocks 93% of UVB radiation, SPF 30 blocks 97% and SPF 50 blocks 98%. As a dermatologist, I recommend using broad-spectrum sunscreen, which protects against both UVA and UVB rays, with a SPF rating of 30 or higher. This advice is in line with the American Academy of Dermatology’s recommendations. It’s also important to apply sunscreen 15 to 30 minutes before going outdoors, as sunscreen needs time to absorb into the skin. Reapply sunscreen every two hours, regardless whether you’ve been in water or the SPF of your chosen product.

3. Mineral sunscreen vs. chemical sunscreen
Sunscreen products are typically formulated with chemical- or mineral-based ingredients. Sunscreens with chemical-based ingredients work by absorbing UV radiation; examples include avobenzone, octinoxate and oxybenzone. On the other hand, sunscreens with mineral-based sun filters work by reflecting UV rays from the skin. Examples of mineral sun filters include zinc oxide and titanium dioxide.

Choose a water-resistant product if you’ll be playing in water or swimming or could sweat a lot. If you have sensitive skin, you might do best with mineral-based sunscreens, which are less likely to be irritating. Mineral-based sunscreens are also preferred for children and pregnant and nursing women. Additionally, a tinted sunscreen is best for those with deeper skin tones. The iron oxide in tinted products protects against hyperpigmentation, a skin condition that makes some areas darker than others.

1. Differences among sunscreens

When it comes to the active ingredients, there are two main types of sunscreens. Products that use minerals such as zinc oxide reflect UV rays. Other products use chemicals such as avobenzone or oxybenzone – these products absorb UV rays. Sunscreens also come in a range of SPFs, from as low as 2 to 100 or higher. You can buy sunscreen as a lotion, spray or stick.

2. Spray, lotion or stick

Sunscreens come in various forms, including sprays, lotions and sticks. Sprays offer a quick and easy option to cover large areas of the body. Lotions are most popular for the face. Sticks are less messy and ideal for applying sunscreen to specific areas of the face and body.

3. What to look for in a sunscreen
Broad-spectrum sunscreens protect against both UVA and UVB radiation. A sunscreen with a rating of SPF 30 provides 97% blockage of UVB rays. Choosing between mineral and chemical sunscreen depends on personal preference and skin type. I generally recommend mineral sunscreens for children and pregnant or nursing women. Using water-resistant sunscreen is also essential for outdoor exercise or water-based activities.

During the research into the suncare niche, Valeria discovered an interesting pattern. Sunscreen brands seem to fall into three categories:

— Inspired by the nostalgia of the 80s and 90s
— Focused on protection and promoting daily sunscreen use
— Celebrating the beauty of a tanned body

And guess who is trending?

Of course, those selling the dream of a beautiful body are leading the pack. That’s why in the first place we have:
1. Bali Body -Next, we have brands focused on protection and the belief in wearing sunscreen every day. This strategy is also effective as it encourages repeat purchases.
2. Supergoop!
3. Sun Bum (exception, trending even with beach images, but not using a nostalgia trend)
4. Naked Sundays SPF
6. Ultra Violette Skincare -Lastly, we have brands inspired by nostalgia, using old-school branding reminiscent of beach vacations. It’s interesting to see so many new brands emerge with this retro vibe.
7. Vacation Inc. (one of the first who use Nostalgia trend!)
8. Bask Suncare
10. Standard Procedure®


◼️ Nostalgia as a Trend.
Leveraging a big social trend like nostalgia can be effective if you're the first to do it, like Vacation Inc.. Otherwise, you risk being seen as secondary.

◼️ Daily Use Strategy.
Promoting everyday use is an excellent strategy for any business because it creates a daily need for your product. I highly recommend this approach!

◼️ Selling the Dream. 
Marketing a beautiful, sexy body will always be trending. People want to achieve that ideal image and are quick to click the buy button. However, this doesn't guarantee repeat customers that is crucial for business model.

( the above research is writtten by Valeria Shaposhnikova -CEO at branding agency Orchidea )

The best sunscreen is the one you’ll apply liberally and often, so it should be affordable but still feel and smell good on your skin.

Sun care innovation is progressing at a pace the category has never seen before.With new launches laced with beauty benefits, ingredients previously only found in skin care formulations, and formats that make them a dream to apply and reapply, sunscreen is no longer purely functional, it’s becoming aspirational.

There is progress at a consumer level too, as people become more educated about sun damage and sun protection.

“Consumers are learning at an earlier age what the sun does to our skin and how skin ageing works,” says Christin Powell, co-founder and CEO of Kinship.

“On social media and on the internet Gen Z are seeing photos of aged skin, primarily due to sun damage.”

“They’re watching influencers and learning from brands that sunscreen is not optional, it’s the number one thing you can do to protect your skin from ageing and make it look good.”

“They’re realising they need to put sunscreen on every day, so it’s become a different game now.”

But what will be the next trends to emerge in sun care? Cosmetics Business highlights three that are set to heat up the category.

  • 1. How brands are doubling down to boost daily sunscreen use
  • 2. Why retinol sunscreen is stepping in
  • 3. Next-level formulas that offer broader environmental protection

Post time: 2024-07-01 17:13:54
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