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After a down year, will sun care market sales rebound in 2021 as consumers gear up to travel again and life slowly returns to normal?
March 2, 2021
By: Christine Esposito
Managing Editor
Like many other categories, aside from home cleaning and hand sanitizers, 2020 was a tough year for sunscreen makers. The COVID-19 pandemic impacted summer travel plans and many consumers stayed home, following lockdown orders implemented by state governments—and that most certainly contributed to lackluster sales. According to Information Resources, Inc., sales of suntan lotion and oil in US multi-outlets for the 52 weeks ended Dec. 27, 2020 fell 8.7% to $1.17 billion, with unit sales down 12.3% (see chart below). Yet while Americans may not have taken their usual beach vacations in 2020, they were still putting themselves where the sun’s rays were shining. According to the Outdoor Industry Association, Americans took up new activities in significant numbers in April, May and June of 2020, and among the biggest gainers were running, cycling and hiking—activities that can increase one’s time in the sun. Dermatologists and health experts know that the sun’s damaging rays never take a vacation, and even incremental sun exposure can increase the chances of skin cancer and hasten the signs of aging like fine lines, wrinkles and spots. It’s a message that consumers need to be told—again and again, and again. “Every day, all year long, we are exposed to sunlight, and the sunlight during a hike, ride, or walk may be just as if not more intense than during a ‘vacation.’ Sun damage, or photodamage, occurs whenever unprotected skin is exposed to the sun’s ultraviolet (UV) rays, so pandemic or not, when enjoying time outdoors exposed skin is always at risk for sun damage,” said Neutrogena’s Joshua Williams, who handles claims strategy for the J&J band. According to Williams, being consistent and deliberate when applying sunscreen has known skin health benefits by blocking UVA and UVB rays from penetrating the deepest layers of the skin and it can lower the risk of potentially developing skin cancer. “From a beauty perspective, a skin care routine that includes consistent SPF coverage helps to maintain your skin’s youthful appearance by slowing down the development of wrinkles, fine lines and hyperpigmentation caused by sun exposure,” he added. Protection Plus Sunscreen makers across the category continue to ramp up the aesthetics for consumers who want easy-to-apply products that provide ample protection without trade-offs—especially that tell-tale sign that one’s wearing sunscreen: visible residue. “Consumers today are looking for sunscreens that offer great protection, but don’t leave behind a visible residue. Use of sunscreen in one’s daily routine is one of the best ways to maintain one’s natural youthful appearance and protect against the accelerated aging that sun exposure can bring,” said Williams. Neutrogena’s Ultra Sheer line is a favorite among consumers, he insists, as it offers powerful sun protection for all preferences and occasions with lightweight lotions that leave the skin feeling dry to the touch and convenient options for outdoor occasions including sticks and body mist sprays. More recently, Neutrogena rolled out broad spectrum SPF 55 face mist, a new form for the brand.
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