Speaking last month at the industry in-cosmetics event, van den Berg pressed that tailoring products is more likely to win over consumers to the category, and it appears brands are responding to this call.
Male specific
With summer approaching, brands are moving to meet emerging consumer demands in the sun care category, and tailoring products to meet the specific demands of individual consumer groups.
Sun care range Banana Boat is the latest to expand its portfolio of products to meet this demand, introducing a full line of sunscreen for men, among other ranges which target ‘busy families’ and ‘outdoor enthusiasts’ variously.
”Each new innovation offers multi-skin benefits that go beyond UVA/UVB protection, which is important to today's shopper,” said Carla Luca, senior brand manager.
“For example, our Triple Defense Sunscreen for Men Lotion and Clear UltraMist combat odor while hydrating the skin with a contemporary masculine scent, so men can be confident in their sunscreen choice,” she stated.
The range is well-placed to profit from several key rising trends; male care, multi-functionality and targeting sun care products at specific demographics.
Diversified ranges
The brand also offers what is claimed to be the only ‘alcohol-free, tear-free, sting-free kids clear spray’, seeming to fit the bill laid out by industry professional van den Berg of explicitly targeting the young.
L’Oreal’s on-going partnership with the Melanoma Research Alliance recently pressed how important sun cream is for demographics across all ethnicities.
Although the companies acknowledge certain demographics with pale skin are considered more susceptible, according to L’Oreal’s recent study, Hispanic and African American women, among whom the incidence of melanoma is growing, are even less likely to take steps to protect their skin.
“Our hope is to help drastically reduce the growing incidence of melanoma in this country by educating women that sunscreen should be a part of their daily beauty routine, no matter your skin tone or where you live," stated Karen Fondu, President of L'Oreal Paris.