KATHRYN AMBROZE
Manager of Behavior & Marketing Science, HCD Research

Abstract

Consumer lifestyles and priorities shifted because of the pandemic. The behavioral and structural changes caused new trends, which include appreciating time outside. Sun care companies have an opportunity to listen and respond to the changing perceptions of consumers by fitting sunscreen into these highlighted considerations. Further, the new priorities of consumers present several areas of growth and innovation. By acknowledging and addressing the evolving social climate, specifically towards inclusivity and sustainability, companies can demonstrate industry awareness of market trends and, ultimately, create an advantageous product to better connect with the consumer.

Throughout the Covid-19 pandemic, consumers used the outdoors as a way to beat cabin fever. Going on hikes, taking trips to the beach, or simply enjoying the backyard allowed consumers to relax or exercise safely. The revived appreciation for being in nature presents an opportunity in the sun care industry to remind consumers about the dangers of ultraviolet (UV) exposure while also finding new ways to recognize the needs of the consumer. Understanding the current perceptions about sun safety and the responses of larger companies reveals where the industry is heading. The sun care industry has a lot of untapped potential for market expansion, and major headlines from 2020 forward present an opportunity for the sunscreen industry to use creativity and innovation to capture consumer interest.

IS THE JUICE WORTH THE SQUEEZE? PROVING THE VALUE OF SUNSCREEN

Sunscreen is an important tool to keep the skin protected from UV rays. The initial use of sunscreen was seen in Egyptian culture, where ingredients, such as jasmine and lupine, were used to help avoid tanning. The product has obviously evolved since then into various types of formul ...