Sunscreen companies have been working hard for years to turn Australia from a “sunburnt country” to a suncare country. And it seems the hard work may be paying off, with a study conducted by Roy Morgan earlier this year finding the number of Australians buying sunscreen is on the rise.
In the 12 months to September 2015, the study found 11.6 per cent of Australians aged 14+ bought sunscreen in any given four-week period – up from 9 per cent the previous year. The growing number of sunscreen purchasers also comes in line with a slight increase in the proportion of Australians “worried about getting skin cancer” – rising from 57.9 per cent in 2014 to 58.9 per cent in 2015.
Discussing this, Roy Morgan Research general manager – consumer products, Andrew Price states: “Australia has come a long way in terms of skin-cancer awareness and sun protection since the days of the original ‘Slip, Slop, Slap’ campaign. In fact, the latest data from Roy Morgan shows that the proportion of Australians 14+ buying sunscreen has grown by almost 30 per cent in the last two years alone. Given that non-melanoma skin cancers are the most common kind of cancer in Australia, and melanoma is in the top five, this is surely good news.”
Education
To help ensure the market continues its upward trend, suncare companies are continuing to educate consumers on the benefits of wearing sunscreen. For , this sees the company “focused on helping to change behaviour – leading the way in educating consumers on how to be sun safe and apply sunscreen properly.” Similarly, La Roche-Posay will be continuing its popular Skin Checker campaign for this summer.
Delving into the education idea further, Banana Boat marketing director Rachel Pullicino says: “There is a definite trend towards sun-safe education within the category. It’s not just about helping Australians understand the importance of the right sunscreen application, but also the need for a complete suncare routine including wearing protective clothing like hats, shirts and sunglasses, and avoiding prolonged exposure to direct sunlight.”
Innovation
While education is definitely responsible for spurring a rise in suncare, innovation is also a significant contributor to growth in the category. At Banana Boat, a key innovation helping drive sales is its aerosol spray technology. “The clear spray aerosol format first introduced by Banana Boat has driven strong year-on-year growth and continues to grow as other sunscreen brands expand into this segment. This year Banana Boat is introducing the SunComfort sunscreen, with a new formulation developed so that sand can be brushed off easily – ideal for the beach,” says Pullicino.
It’s not the only company delivering innovations to the category for summer 2017, with Cancer Council thrilled to reveal its latest offerings. “A first for the suncare category is Cancer Council’s Body Spray Fragrance Collection SPF50+. It combines SPF 50+ broad-spectrum UVA/UVB protection with a beautiful fragrance. The sunscreen is delivered as a fast-absorbing spray that feels light and non-greasy on the skin. Each fragrance is refreshing and subtle yet distinct. The collection includes Tropical Escape, Silk Breeze and Summer Blush,” says Cancer Council Australia head of licensing Vivienne Mellish. Cancer Council is also helping children develop good sunscreen habits from an early age with the launch of its Peppa Pig Kids Sunscreen SPF50+ range and Finding Dory Watersport Sunscreen SPF50+.
For Neutrogena, this summer is all about delivering a sunscreen that doesn’t compromise between high protection and a lightweight feel. “Neutrogena Ultra Sheer Fluid SPF50 is fast absorbing, oil free and non-comedogenic, with an ultra-lightweight feel that leaves skin feeling soft and clean, and wears beautifully alone or under make-up,” says Neutrogena head of research and development for Asia Pacific Adam Ricciardone.
Ingredient trends
A stand-out ingredient trend in the suncare market for this summer is vitamin B3 (also known as niacinamide or nicotinamide). “It has so many benefits to the skin when applied topically, including moisturising dry skin, improving the appearance of skin tone and texture and helping to maintain normal skin barrier function (just to name a few!). Nicotinamide is also showing signs of significantly reducing the incidence of some skin cancers when taken orally, so it is an increasingly popular ingredient with dermatologists and health care professionals,” reveals Ego Pharmaceuticals PR and communications executive Lauren Porter. Nicotinamide is found in all SunSense sunscreens.
Aside from ingredients, three sunscreen trends predicted by experts to be big for S/S17 are aloe vera sprays in aerosol cans, facial sunscreens with moisturising benefits, and physical sunscreens with a lighter, invisible-feel formulation.
What’s next
The future of the sunscreen market is set to see a continued focus on education and innovation. “The suncare category still has great potential to educate more consumers that wearing sunscreen is not only one of the great ways you can help reduce your skin cancer risk, but also help protect skin from the signs of premature ageing. Moreover, sunscreens that look, feel and smell good on the skin make it more appealing to incorporate sunscreen use. Cancer Council will continue to lead the way as an innovator of sunscreen better-feeling formulas,” says Mellish.
