Tom Branna, Editorial Director03.01.16
With apologies to that cantankerous Presidential candidate from Vermont, if you’re feeling the burn come Memorial Day (or any day for that matter), chances are you’re not applying and reapplying sunscreen; that’s a problem for you and the sun care industry overall.
Sun care protection sales rose less than 4% last year, according to Information Resources, Inc. Blame it on the weather in part, but consumer apathy played a role, too and that’s disconcerting for human health and healthy sales alike.
“While consumers understand, to varying degrees, that overexposure to the sun’s UV rays is harmful, they don’t understand or are in denial about the cumulative effect. It’s tough to accept the power of incrementalism,” explained Stuart J. Straus, head of business unit, SolSkyn Personal Care LLC. “Incrementalism by definition is bad stuff creeping up on you a day at a time, over years. One day it hits critical mass. Cancer can strike like lightning, but often it can be the cumulative impact of years of bad habits—like ignoring incidental exposure to UV rays.”
A Good Year for Neutrogena
Last year, SolSkyn posted mixed results across its portfolio, which includes No-Ad, Bullfrog and Ocean Potion. While No-Ad posted 17% sales growth, “BullFrog and Ocean Potion didn’t quite meet expectations last year,” according to Straus.
SolSkyn wasn’t alone when it came to uneven results. Among the top five players in the US mass market sun care segment, two companies posted sales declines, according to IRI.
Getting sales growth growing again will depend in large part to the weather, according to most executives that Happi contacted.
“There was more rain than we would have liked,” said Lisa Perez, marketing director, Coppertone.
Neutrogena executives must have liked their 2015 sun care sales. Among the top five players, the J&J division was the only one to post sales gains that beat overall category results. Sales were helped by a 4.5% gain for Neutrogena Ultra Sheer and a 14.6% surge for Neutrogena Beach Defense.
To hold on to those kinds of results in 2016, Neutrogena researchers have created Micromesh technology; something that enables sweat to pass through sunscreen’s protective barrier and evaporate away while clinically proven, durable protection stays right where it should. The end result is that skin stays naturally cool, comfortable and protected, according to Neutrogena. Consumers can find Micromesh in the Neutrogena CoolDry Sport brand which is available in three formats: lotion, stick and spray. All provide SPF 50 protection and retail for $10.99.
Doctors’ Note
Neutrogena had a great year, but it’s not the only brand recommended by dermatologists. CeraVe senior brand manager John Reed said CeraVe is (a distant) No. 2 behind Neutrogena when it comes dermatologist-recommended sun care line.
“(Sun care) is a rapidly growing part of our business,” he explained. “It is very important to us.”
Last year, the brand’s sun care sales rose between 10-15% and increased between 20-30% in 2014. CeraVe markets eight sun care products, and every formula contains both zinc oxide and titanium dioxide. The best-selling product in the line is SPF 59 face lotion.
“We develop all of our formulations with leading dermatologists, and all of them strongly recommended incorporating physical sunblocks,” recalled Reed.
Are You Irritated?
Why? The No. 1 reason is the potential for contact irritation from a chemical sunscreen, he explained.
“Dermatologists like to be able to make simple statements that patients can follow. So they tell them to use a physical sunscreen to avoid irritation issues.”
Doctor recommendations aside, one of the differentiators in all CeraVe formulas are ceramides. Sun care products, too, boast ceramides, for the same reason—to restore the natural barrier and seal in moisture. Last year, CeraVe launched Ceramide Baby SPF 45, and was one of the first sunscreens to win approval from the National Eczema Association.
Sun care accounts for 30% of Babo Botanicals’ sales. According to CEO and founder Kate Solomon, the company relies on non-nano zinc oxide for its new Sheer Zinc SPF 30 continuous spray sunscreen and Super Shield sport stick SPF 50 products. Also new is Nutri-Soothe lip treatment SPF 15, which contains titanium dioxide.
Prior to launching Babo Botanicals in 2010, Solomon developed products for L’Oréal’s professional division, before leaving in 2007 to start a company of her own. Working with a botanist, she harnessed the power of botanical extracts to create a line of natural skin and hair care products for the entire family.
“It was a wonderful partnership, working with a botanist to figure out what plants would work,” Solomon recalled. “At the time, there was real need for natural products for sensitive skin. More companies entering the space has validated that need.”
Validation, indeed. Babo products are available in SalonCentric, Whole Foods, Ulta and more; combined, distribution exceeds 1,000 doors. The Scarsdale, NY company is focused on the US, but Russia has become a significant market, too, as consumers catch on to the natural trend.
“We’re small, but sales have been doubling every year and we expect that to continue,” Solomon concluded.
MyChelle Dermaceuticals’ skin and sun care products are currently available in 2,033 doors and chief marketing officer Kimberly Heathman expects that number to reach 2,283 doors by the end of the year. The new look to its seven-item line should catch the attention of more consumers, Heathman told Happi.
Label language is simple and easy to read as well. According to Heathman, 15 year-old Mychelle is committed to complete transparency when it comes to ingredient disclosure. In a recent global study conducted by BBMG, GlobeScan, and SustainAbility, 82% of respondents said ingredient transparency is a “very important or important” factor when shopping for products including skin care. For the record, Mychelle’s sun care products contain zinc oxide and titanium dioxide. The entire product line is vegetarian, cruelty-free, and free of phthalates, parabens, sulfates, ureas, artificial fragrances and colors, petroleum, genetically-modified organisms or gluten, according to Heathman.
The Sporting Life
Coppertone is emphasizing its sports formulas as we head into sun care season 2016. According to Perez, sport has become a huge segment since Coppertone created the category back in 1991. Now, the brand is focused on improving the experience for users.
“Consumers find that sport formulas can be unpleasant (in terms of a heavy, greasy feel),” she explained. “Coppertone Sport has been reformulated into a light, breathable formula.”
Available in continuous sprays and lotions, the new formulas are said to be effect in extreme conditions including heat and humidity, and they contain antioxidants to replenish skin during outdoor activities.
Like so many other sun care marketers, Coppertone’s goal is getting consumers to use the formula again—and again.
“We want to drive usage; we want consumers to apply and reapply,” noted Perez.
And as every testing company executive understands, consumers only will use a product if they enjoy the experience.
That goal is the same for ClearlySheer, the lightweight formula is designed to get consumers thinking and using sun care products on a daily basis.
“It has a lightweight feel,” explained Perez. “You can wear it under makeup and use it everyday.”
To keep skin feeling great, Coppertone is rolling out aftersun products under the Sport and ClearlySheer brand names. The AfterSun Moisturizers were developed to help revitalize and refuel skin, according to Bayer, which acquired Coppertone a couple of years ago when Merck decided to exit the personal care space. The moisturizers are fortified with an antioxidant blend to help restore skin’s defense.
“We focus on consumer insights. Now that the organizations are together we can leverage data,” explained Perez. “We’ve found that moisturization is a high need and want among consumers.”
A Good Year for No-Ad
Straus proudly pointed out that No-Ad experienced the highest growth in the category with 17% and 18% gains in sales and units, respectively. He credited the big increases to the brand’s strong value proposition.
“Our retail partners supported the brand, too, with increased distribution,” he added. “They believe in the brand for its tried and true quality and the value (lower price per ounce) that is passed on to our consumers because the brand is not advertised.”
Company executives are trying to improve on last year’s success. This year, packaging has been redesigned with a “fresher, more colorful look.” Formulas were revamped, too; No-Ad is billed as the first mass market sunscreen that is paraben- and retinyl palmitate-free. In a statement, the company noted that there is no evidence that either ingredient poses an issue, but many customers and consumers wanted paraben- and retinyl palmitate-free products. New this year to the No-Ad lineup are Baby Sun Care lotion SPF 50 and Baby Sun Care stick SPF 50.
BullFrog’s sales weren’t jumping in 2015, but the brand still has a loyal following, according to Straus, especially among consumers who love its great formulas that support an active lifestyle. “We will leverage that affinity in this year’s restage,” he added.
Bully!
BullFrog will go back to its origins as sun care engineered for ultimate performance and protection for the outdoor enthusiast. The brand’s restage makes it easy for consumers to identify the product tailored perfectly to their activity. The activity-based segmentation includes specific items for land sports, water sports, and outdoor adventures.
“Consumers told us this breakout minimizes confusion and enables them to purchase the sun care best suited to the environments in which they are active,” Straus explained. “BullFrog’s new packaging is inventive in its clarity, while our support plan is more than triple BullFrog’s 2015 spend.”
That’s a big investment in a brand that remains popular. Straus was quick to point out that BullFrog Mosquito Coast SPF 30 c-spray remains the No. 1 seller in its category.
New to the BullFrog lineup is Water Sport Broad Spectrum SPF50 sunscreen lotion ($9.99). The formula is powered by Water Armor Tech technology for enhanced water resistance, according to the company.
Ocean Potion, with that hard-to-forget orange-cream fragrance, has reformulated two products for 2016: Ocean Potion H2O Sport Wetskin Tech Instant Dry Continuous Spray SPF 50 featuring Wetskin Tech, which is a super water-repellent polymer, and Ocean Potion Kids Instant Dry Continuous Spray SPF 70.
More good news is that both BullFrog and No-Ad added distribution for 2016. Straus credited exceptional 2015 sales increase for No-Ad, along with retailer excitement for the improved formulas and packaging, and new baby items for 2016.
“The BullFrog restage has been received very positively and retailers are betting the brand can grow category sales through the new positioning,” he concluded.
As food, drug and mass merchandiser shelves get restocked in time for the 2016 sun care season, marketers and their retail partners are counting on savvy consumers to apply and reapply UV protection. Don’t count on it, though; companies and their customers have been burned before by consumer apathy toward proper sun protection.
Sun care protection sales rose less than 4% last year, according to Information Resources, Inc. Blame it on the weather in part, but consumer apathy played a role, too and that’s disconcerting for human health and healthy sales alike.
“While consumers understand, to varying degrees, that overexposure to the sun’s UV rays is harmful, they don’t understand or are in denial about the cumulative effect. It’s tough to accept the power of incrementalism,” explained Stuart J. Straus, head of business unit, SolSkyn Personal Care LLC. “Incrementalism by definition is bad stuff creeping up on you a day at a time, over years. One day it hits critical mass. Cancer can strike like lightning, but often it can be the cumulative impact of years of bad habits—like ignoring incidental exposure to UV rays.”
A Good Year for Neutrogena
Last year, SolSkyn posted mixed results across its portfolio, which includes No-Ad, Bullfrog and Ocean Potion. While No-Ad posted 17% sales growth, “BullFrog and Ocean Potion didn’t quite meet expectations last year,” according to Straus.
SolSkyn wasn’t alone when it came to uneven results. Among the top five players in the US mass market sun care segment, two companies posted sales declines, according to IRI.
Getting sales growth growing again will depend in large part to the weather, according to most executives that Happi contacted.
“There was more rain than we would have liked,” said Lisa Perez, marketing director, Coppertone.
Neutrogena executives must have liked their 2015 sun care sales. Among the top five players, the J&J division was the only one to post sales gains that beat overall category results. Sales were helped by a 4.5% gain for Neutrogena Ultra Sheer and a 14.6% surge for Neutrogena Beach Defense.
To hold on to those kinds of results in 2016, Neutrogena researchers have created Micromesh technology; something that enables sweat to pass through sunscreen’s protective barrier and evaporate away while clinically proven, durable protection stays right where it should. The end result is that skin stays naturally cool, comfortable and protected, according to Neutrogena. Consumers can find Micromesh in the Neutrogena CoolDry Sport brand which is available in three formats: lotion, stick and spray. All provide SPF 50 protection and retail for $10.99.
Doctors’ Note
Neutrogena had a great year, but it’s not the only brand recommended by dermatologists. CeraVe senior brand manager John Reed said CeraVe is (a distant) No. 2 behind Neutrogena when it comes dermatologist-recommended sun care line.
“(Sun care) is a rapidly growing part of our business,” he explained. “It is very important to us.”
Last year, the brand’s sun care sales rose between 10-15% and increased between 20-30% in 2014. CeraVe markets eight sun care products, and every formula contains both zinc oxide and titanium dioxide. The best-selling product in the line is SPF 59 face lotion.
“We develop all of our formulations with leading dermatologists, and all of them strongly recommended incorporating physical sunblocks,” recalled Reed.
Are You Irritated?
Why? The No. 1 reason is the potential for contact irritation from a chemical sunscreen, he explained.
“Dermatologists like to be able to make simple statements that patients can follow. So they tell them to use a physical sunscreen to avoid irritation issues.”
Doctor recommendations aside, one of the differentiators in all CeraVe formulas are ceramides. Sun care products, too, boast ceramides, for the same reason—to restore the natural barrier and seal in moisture. Last year, CeraVe launched Ceramide Baby SPF 45, and was one of the first sunscreens to win approval from the National Eczema Association.
Sun care accounts for 30% of Babo Botanicals’ sales. According to CEO and founder Kate Solomon, the company relies on non-nano zinc oxide for its new Sheer Zinc SPF 30 continuous spray sunscreen and Super Shield sport stick SPF 50 products. Also new is Nutri-Soothe lip treatment SPF 15, which contains titanium dioxide.
Prior to launching Babo Botanicals in 2010, Solomon developed products for L’Oréal’s professional division, before leaving in 2007 to start a company of her own. Working with a botanist, she harnessed the power of botanical extracts to create a line of natural skin and hair care products for the entire family.
“It was a wonderful partnership, working with a botanist to figure out what plants would work,” Solomon recalled. “At the time, there was real need for natural products for sensitive skin. More companies entering the space has validated that need.”
Validation, indeed. Babo products are available in SalonCentric, Whole Foods, Ulta and more; combined, distribution exceeds 1,000 doors. The Scarsdale, NY company is focused on the US, but Russia has become a significant market, too, as consumers catch on to the natural trend.
“We’re small, but sales have been doubling every year and we expect that to continue,” Solomon concluded.
MyChelle Dermaceuticals’ skin and sun care products are currently available in 2,033 doors and chief marketing officer Kimberly Heathman expects that number to reach 2,283 doors by the end of the year. The new look to its seven-item line should catch the attention of more consumers, Heathman told Happi.
Label language is simple and easy to read as well. According to Heathman, 15 year-old Mychelle is committed to complete transparency when it comes to ingredient disclosure. In a recent global study conducted by BBMG, GlobeScan, and SustainAbility, 82% of respondents said ingredient transparency is a “very important or important” factor when shopping for products including skin care. For the record, Mychelle’s sun care products contain zinc oxide and titanium dioxide. The entire product line is vegetarian, cruelty-free, and free of phthalates, parabens, sulfates, ureas, artificial fragrances and colors, petroleum, genetically-modified organisms or gluten, according to Heathman.
The Sporting Life
Coppertone is emphasizing its sports formulas as we head into sun care season 2016. According to Perez, sport has become a huge segment since Coppertone created the category back in 1991. Now, the brand is focused on improving the experience for users.
“Consumers find that sport formulas can be unpleasant (in terms of a heavy, greasy feel),” she explained. “Coppertone Sport has been reformulated into a light, breathable formula.”
Available in continuous sprays and lotions, the new formulas are said to be effect in extreme conditions including heat and humidity, and they contain antioxidants to replenish skin during outdoor activities.
Like so many other sun care marketers, Coppertone’s goal is getting consumers to use the formula again—and again.
“We want to drive usage; we want consumers to apply and reapply,” noted Perez.
And as every testing company executive understands, consumers only will use a product if they enjoy the experience.
That goal is the same for ClearlySheer, the lightweight formula is designed to get consumers thinking and using sun care products on a daily basis.
“It has a lightweight feel,” explained Perez. “You can wear it under makeup and use it everyday.”
To keep skin feeling great, Coppertone is rolling out aftersun products under the Sport and ClearlySheer brand names. The AfterSun Moisturizers were developed to help revitalize and refuel skin, according to Bayer, which acquired Coppertone a couple of years ago when Merck decided to exit the personal care space. The moisturizers are fortified with an antioxidant blend to help restore skin’s defense.
“We focus on consumer insights. Now that the organizations are together we can leverage data,” explained Perez. “We’ve found that moisturization is a high need and want among consumers.”
A Good Year for No-Ad
Straus proudly pointed out that No-Ad experienced the highest growth in the category with 17% and 18% gains in sales and units, respectively. He credited the big increases to the brand’s strong value proposition.
“Our retail partners supported the brand, too, with increased distribution,” he added. “They believe in the brand for its tried and true quality and the value (lower price per ounce) that is passed on to our consumers because the brand is not advertised.”
Company executives are trying to improve on last year’s success. This year, packaging has been redesigned with a “fresher, more colorful look.” Formulas were revamped, too; No-Ad is billed as the first mass market sunscreen that is paraben- and retinyl palmitate-free. In a statement, the company noted that there is no evidence that either ingredient poses an issue, but many customers and consumers wanted paraben- and retinyl palmitate-free products. New this year to the No-Ad lineup are Baby Sun Care lotion SPF 50 and Baby Sun Care stick SPF 50.
BullFrog’s sales weren’t jumping in 2015, but the brand still has a loyal following, according to Straus, especially among consumers who love its great formulas that support an active lifestyle. “We will leverage that affinity in this year’s restage,” he added.
Bully!
BullFrog will go back to its origins as sun care engineered for ultimate performance and protection for the outdoor enthusiast. The brand’s restage makes it easy for consumers to identify the product tailored perfectly to their activity. The activity-based segmentation includes specific items for land sports, water sports, and outdoor adventures.
“Consumers told us this breakout minimizes confusion and enables them to purchase the sun care best suited to the environments in which they are active,” Straus explained. “BullFrog’s new packaging is inventive in its clarity, while our support plan is more than triple BullFrog’s 2015 spend.”
That’s a big investment in a brand that remains popular. Straus was quick to point out that BullFrog Mosquito Coast SPF 30 c-spray remains the No. 1 seller in its category.
New to the BullFrog lineup is Water Sport Broad Spectrum SPF50 sunscreen lotion ($9.99). The formula is powered by Water Armor Tech technology for enhanced water resistance, according to the company.
Ocean Potion, with that hard-to-forget orange-cream fragrance, has reformulated two products for 2016: Ocean Potion H2O Sport Wetskin Tech Instant Dry Continuous Spray SPF 50 featuring Wetskin Tech, which is a super water-repellent polymer, and Ocean Potion Kids Instant Dry Continuous Spray SPF 70.
More good news is that both BullFrog and No-Ad added distribution for 2016. Straus credited exceptional 2015 sales increase for No-Ad, along with retailer excitement for the improved formulas and packaging, and new baby items for 2016.
“The BullFrog restage has been received very positively and retailers are betting the brand can grow category sales through the new positioning,” he concluded.
As food, drug and mass merchandiser shelves get restocked in time for the 2016 sun care season, marketers and their retail partners are counting on savvy consumers to apply and reapply UV protection. Don’t count on it, though; companies and their customers have been burned before by consumer apathy toward proper sun protection.