A new survey from RealSelf reveals 62% of Americans use anti-aging products as part of their daily skincare routine, but only 11% wear sunscreen daily.
According to the 2020 RealSelf Sun Safety Report, women are significantly more likely than men to wear sunscreen on a daily basis (16% vs. 6%) and when outdoors for extended periods of time (67% vs. 62%).
Preventing skin cancer is the top motivation among sunscreen wearers (71%), followed by preventing the appearance of aging skin (46%) and preventing sun spots (43%). Significantly more Americans cite preventing sun spots as a motivator compared to June 2019 (43% vs. 39%). Women are significantly more likely to say preventing the appearance of aging skin is a motivator in their skincare compared to men (53% vs. 36%), while men are significantly more likely than women to say preventing the look and feel of sunburn is a top motivation (47% vs. 39%).
Of the 46% of Americans who never wear sunscreen, more than half (55%) believe they are not exposed to the sun enough to need it. Other frequently cited excuses for not wearing sunscreen are not getting sunburns easily (22%), not liking how sunscreen feels on the skin (15%) and wanting to wear sunscreen but forgetting to do so (14%).
The report also reveals that 71% of Americans would be more likely to purchase a sunscreen product if a dermatologist or plastic surgeon recommended it as a part of their skincare routine as their patient.
According to AudienceSCAN, Cosmetics Shoppers are 54% more likely than other consumers to have a personal goal of improving their appearance this year and are 71% more likely to plan to see a dermatologist. With these plans in mind, sunscreen should be a no-brainer, if only these consumers were shown the right types of advertising.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on cosmetics/skin care shops and department stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.