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This month at Spate, we released our sun care and tanning trends report which highlights the latest trends in sun care and tanning, including innovative solutions for face, body, and scalp sun protection that offer additional skincare and makeup-related benefits. Here's a TLDR. Download the full report here.
Sun Care Trends 😎
Sunscreen sticks take the lead with a YoY growth of +64.9%, followed closely by SPF tinted moisturizers with a YoY growth of +20.2%. As consumers become more knowledgeable about sun care and the importance of regular reapplication, they are seeking out products that are both convenient and easy to use. However, consumers' expectations don't stop there. Sunscreens that perform well typically offer a high level of sun protection, with a minimum SPF30, provide a glowing complexion without leaving any white cast, and offer a bit of tinted coverage to conceal pores and signs of aging. It's a highly competitive market, and Supergoop!, Beauty of Joseon, and EltaMD are currently coming in hot (get it?) in terms of search volume.
Tanning Trends
Tanning has been in its Reputation era for some time now, but there are signs that things are starting to turn around. While tanning products have lower search volumes and growth rates compared to sun protection products, there is still a positive trend as a sun-kissed glow has yet to go out of style (and we hope it never does). Consumers are looking to tan safely and searching for tanning products that offer SPF or sunscreen to make sure they are protected from sun damage and harmful UV rays. Keep your eyes peeled for an influx of tanning gels (+104.5% YoY), tanning drops (+5.6% YoY), and face tanning lotions (+4.8% YoY).
Brands
To successfully enter the sun care and tanning market, brands should prioritize educating their customers. With so much misinformation out there, transparency is key when it comes to mineral sunscreens, avoiding white casts, and providing solutions for darker skin tones. Brands should also ensure their products are easy to reapply without disturbing makeup, and create engaging content on social media to promote proper product usage, reapplication, and highlight the benefits. For instance, they can emphasize that mineral sunscreen may be a better option for those with sensitive skin, or stress the importance of applying sunscreen to often forgotten areas of the body such as the scalp and lips.
Final Spate POV
Sun care plays a pivotal role in consumers' skincare routines, and they are becoming increasingly discerning in their choices, seeking out brands that offer high-quality and effective products. To stay ahead of the trends in the market, it's essential to consider various factors such as reapplication, convenience, education, protection, format, skin concerns, and more. Another way to stay ahead of the trends? Why, downloading our report of course and booking a meeting with a Spate expert.
At Spate, we're committed to bringing you accessible and actionable data and insights. Whether you're honing your communications strategy, social media copy, or building next year's R&D calendar, we have data that matters for you. Reach out to learn more.
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