As awareness of the health risks of exposure to ultraviolet rays increases, many consumers are being more proactive about applying sunscreen as part of their daily skin care regimens. In fact, there is less of a firm distinction between sunscreen and skin care products because many moisturizers and lotions offer protection from UV exposure.
Skin cancer is the most common type of cancer in the U.S. In fact, more people have been diagnosed with skin cancer in the past 30 years than all other forms of the disease combined according to The Skin Cancer Foundation. Nearly 5 million people are treated for skin cancer every year, and it will affect one in five Americans in the span of an average lifetime. Most melanoma diagnoses are the result of UV exposure. Because this form of cancer is so common, many people have taken preventative measures to avoid excessive exposure to the sun. Simply using a sunscreen with a sun protection factor of 15 or higher on a daily basis can reduce the risk of skin cancer.
Multi-functional products growing in popularity
In the past, people had to apply sunscreen separate from other lotions, which was an added step in a skin care routine. The line is more blurred than ever, making it easier for people to take care of their skin. Even skin care and makeup are starting to blend together, with the emergence of beauty balms and coloring correcting creams. These products moisturize the skin while providing a subtle tint.
In addition, skin care brands are starting to compete with sun care products. Most lotions include a minimum SPF 15, making sun protection more convenient without adding an extra step. Because of this trend, more sun care brands are starting to move in the other direction and incorporate skin care benefits. In addition, some sun care companies are starting to promote anti-aging benefits since wrinkles are a side effect of excessive sun exposure.
Sunscreen packaging highlights additional benefits
As more consumers want skin care products that reduce the number of steps it takes to accomplish all the results, sunscreen brands need to consider their positioning and packaging strategies to draw attention to their products on the shelf. Because many of these products incorporate anti-aging and other skin benefits, they need to look more high end. Products that are just for sun protection are often sold in brightly colored bottles that are reminiscent of the beach. Sleek, glossy packaging conveys the image of high-end skincare products.
A packaging solution for a combination skin care and sunscreen product needs to express the multiple benefits and be easy to handle. Since one of the key benefits of multi-purpose products is consumers can decrease the number of steps in their skin care routines, easy-to-use items are more appealing to consumers. However, these products need to be eye-catching to increase the chance people will pick them up. As the summer gets started, brands have an opportunity to launch new products for people who are concerned about skin cancer prevention as well as other health benefits.
