Marketing New Sunscreen Properties Will Increase Everyday Use

BY Rachel Cagle
Featured image for “Marketing New Sunscreen Properties Will Increase Everyday Use”

"Everybody’s got an excuse. Even though people know they should use sunscreen to prevent sunburn, signs of aging and skin cancer, they will point to various reasons for not using protection. Some cite the thick textures of some of the lotions, while others point to ingredients that they perceive to be unsafe. Ease of application also is a factor, as parents cannot seem to get squirmy kids to stand still long enough to apply the products, reports ."

Consumer data shows many consumers cite aesthetics as a main reason they don’t wear sunscreen,” Ehsan Sarrafian, senior brand manager for Los Angeles-​based Neutrogena Sun Care, said. Also, people are generally busy. “Consumers want sunscreen that integrate into their everyday routine, and their family health habits.”

"Sprays have been one of the biggest ways companies deliver on ease of use for consumers who want to make necessary sun protection touch-​ups easier."

"Beyond convenience, shoppers are increasingly looking for products that provide heavy-​duty protection without feeling heavy, as well as sun care products that can do more than one task. Other manufacturers agree that ingredients are an important factor in sun care purchase decisions, and have been working to develop products that bring consumers’ need for natural to the fore."

"Another segment that is gaining popularity is water- and sweat-​resistant sunscreens for active people. This segment also helps grow the category to a year-​round purchase, as people who participate in outdoor activities in the winter are learning they should use sunscreen. According to IMPACT Melanoma, a Concord, Mass.-based nonprofit, in its 2016 survey of 1,016 participants, 86% said they use sunscreen always or sometimes in the summer months. The rate dropped dramatically when the weather cooled. Among men, 12% said they always use sunscreen in the fall and 20% use sunscreen in the winter, while the rate remained the same at 13% for women in the fall and winter."

Health/​Doctor Talk Listeners are a group that is more likely to act on the advice to keep their own and their family's skin protected. According to AudienceSCAN, this group is 31% more likely than other adults to be between the ages of 25 and 34, 57.6% of them are married and 20.2% have children that are either ages six to nine or 13 to 17.

"The survey results highlighted opportunities to increase sunscreen usage in what was once considered the off-​season. “From a consumer trends standpoint, you are seeing longer use throughout the year,” David Kulow, president of Newport, N.H.- based All Terrain, said. The trend has regional differences. In the South, he said, retailers keep the sun care section stocked throughout the year, and the Northeast is beginning to follow that merchandising strategy."

No matter what the season, 74.4% of Health/​Doctor Talk Listeners are using the internet to check the weather, according to AudienceSCAN. While they're online figuring out if they need to wear sunscreen to the flea market 30.3% of these shoppers go to or an outdoor arts festival (29.8% attend such events), they can be targeted with text links on websites (within the past year, they have been 62% more likely than other adults to take action after seeing such an ad). Within the past year, 65.5% of Health/​Doctor Listeners also took action after hearing a radio ad. Radio is where 9.8% of these consumers get their medical/​health information.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.