Adcos’ Aqua Fluid FPS50 has a light, watery texture.
During the pandemic, social distancing impacted the sunscreen category, according to Mintel. While consumers may have applied UV protection to the face, sunscreen use on the body was greatly reduced as consumers spent more time at home. As the vaccination campaign accelerates and restrictions relax , consumers are expected to start using facial and body sunscreens again. The forecast for the next three years predicts that the skin protection category will recover, returning to pre-pandemic use levels.
But clouds remain on the horizon. Mintel suggests the sunscreen brands must adapt and invest in formats that make it possible to reapply products more hygienically on the go. The pandemic also led consumers to demand greater transparency, making them actively search for products that contain safe ingredients and proven results with clinical efficacy, which has given a boost to dermocosmetics. Brands must respond to the increased demand for inclusion and diversity as well.
Mintel predicts the following are likely to influence consumer choices and behavior changes in the coming years:
Wellbeing. When it comes to skin protection products, 79% of Brazilian consumers agree with the statement, “Maintaining a healthy lifestyle is more important than following a skincare routine.” For the skin protection category, this behavior is reflected in the demand for products that provide skin protection against external aggressors.
Rights. The survey indicates that 77% of consumers usually research ingredients to make sure they are safe. For the skin protection category, this is reflected in the search for safe ingredients without a risk to human health. The survey also indicates that 65% of consumers agree about products that promote skin longevity are more appealing than anti-aging products. In this way, brands must be transparent and have clarity in product communication.
Value. The adoption of minimalist routines has opened space to the use of products that offer multiple benefits, reducing the steps or number of products used in facial care routine.
Surroundings. Consumers demonstrated greater concern with the environment during the pandemic, which has led them to give preference to products that do not pose a risk to the planet.
Use of UV protection has been declining for five years, according to the State University of Campinas (Unicamp). Researcher Lucas Portilho, who has been leading a study on the use of photoprotection for five years in Brazil, revealed that its use has been decreasing due to the pandemic and its high price. According to a 2021 survey carried out in 27 Brazilian states, 62% of Brazilians do not apply sunscreen daily and that percentage is growing.
In 2015, 53% of the population did not use sunscreen daily; in 2019 it was 60% and in 2021 it was 62%. The expert notes that the current financial crisis has pushed down sunscreen on shopping list.
Still, brands continue to innovate within the category by way of technology and NPD.
La Roche-Posay, for example, developed the first virtual color photoprotection tester in Brazil. According to the brand, questions surrounding color tint is the No. 2 question from consumers (protection level is No. 1). The Virtual Solar Tester tool on La Roche-Posay’s website, enables users to virtually find the ideal shade of sunscreen. Once users upload a photo, the suggested color option appears immediately.
Hydro Oil SPF 30 is new from Barcelona-based Isdin. It is billed as the first biphasic body sunscreen with Pro-Melanin technology that enhances a tan without harming its natural defenses.
Nivea Sun expands Protect & Bronze body sunscreen line with an SPF 30 spray. Every Nivea Sun Protect & Bronze line is 2 in 1; it protects the skin’s melanin, in addition to other benefits.
Eucerin Sun Oil Control Tinted SPF70 is a tinted facial sunscreen. Designed for combination, oily and acne-prone skin with light to medium shades, it was created for Brazilians. Its oil-control technology includes L-Carnitine and mattifying ingredients that promote a dry touch and a long-lasting anti-shine effect for up to 12 hours. The product features advanced spectral technology, which combines photostable UVA and UVB filters for very high UV protection with Licochalcone A to neutralize free radicals caused by UV and visible light.
Neostrata Minesol Oil Control (Johnson & Johnson) is said to reduce skin oil by up to 86% in 28 days with continuous use. It is said to be the only protector on the market that contains Neoglucosamine for more uniform skin. Available in four shades , it has shine control for 12 hours and it has the exclusive 3D-Extended Defense technology, which protects the skin from UVA, long UVA, UVB and free radicals.
Johnson & Johnson reformulated Sundown lotion (SPF 30, 50, 70). The new formula is much more fluid, which facilitates delivery and allows faster absorption into the skin, according to J&J.
Brazilian dermocosmetic brand Adcos introduced Aqua Fluid FPS50. The new ultra-fluid sunscreen boasts a watery texture.
Successful sun care marketers offer a range of UV protection products that also reduce facial care routine steps. According to industry observers, opportunities exist for lightweight formulas that facilitate reapplication and body products that protect skin and impart color to the face.
Daniela Ferreira
Correspondent
danief@uol.com.br
55-11-993880867
Daniela Ferreira is a marketing and communication professional in the cosmetic market. She has a master’s degree in fashion from the University of São Paulo (USP). The study presented in the thesis, integrated product launching in fashion and perfume, mainly comprising marketing studies related to brand, product and consumer behavior. At present, she is lecturer on marketing issues. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities.