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According to Mintel Beauty Innovation, a division of Chicago-based market research firm Mintel that tracks new beauty and personal care launches globally, the hottest new sunscreen products are trendier and easier to apply than earlier products in the category.
Among the recently introduced items are spray-on sunscreens, which account for nearly one in five (18 percent) of sunscreen products launched in the past year, and lightweight powdered sunscreens, which are now seen only in a few brands but are poised for future growth.
“Let’s face it: no one loved the texture and grease of older sunscreens, but people used them because they needed to protect their skin from the sun’s harmful rays,” noted Taya Tomasello, senior beauty analyst for Mintel Beauty Innovation. “The latest innovative sunscreens offer sun protection in more appealing, easier-to-use ways.”
Further trends in relation to sunscreen include more products touting natural ingredients (so far in 2009, these claims have appeared on nearly one in three launches tracked by Mintel Beauty Innovation) and skin care products featuring UV protection (In a November 2008 Mintel survey on facial skin care, 35 percent of respondents said their usual products contain sunscreen or UVB/UVA protection). Additionally, such claims as “moisturizing,” “oil-free” and “anti-aging” are increasingly appearing on new sunscreen products.
“Sunscreen faces tough competition from skin care and makeup enhanced with UV protection,” said Tomasello. “In the past 12 months, one in 10 new cosmetic and skin care launches contained sun-blocking ingredients. Especially now as people try to save on personal care, products that offer multiple benefits have an upper hand. Manufacturers need to show that their sunscreens provide the best UV protection, while being fun to use, convenient and good for the skin.”