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What Do Consumers Look for in a Sunscreen?
Posted by Marketing Department on
Sunscreen is a daily essential for many people, but choosing the right product can be a challenge with so many options available. Whether it’s to prevent sunburn, protect against premature aging, or reduce the risk of skin cancer, consumers are becoming more informed about the products they use. When selecting a sunscreen, they look for specific qualities that align with their needs, skin type, and lifestyle. If you're a business considering promotional sunscreens as part of your marketing strategy, understanding what consumers value in a sunscreen can help you offer a product that stands out and meets customer expectations.
In this post, we’ll explore the top factors consumers look for in sunscreen products and how businesses can use this information to successfully promote sunscreens as part of their branding efforts.
1. Broad-Spectrum Protection
One of the first things consumers look for in a sunscreen is broad-spectrum protection. This means that the sunscreen shields against both UVA and UVB rays. While UVB rays cause sunburn, UVA rays penetrate deeper into the skin and are responsible for long-term damage, such as premature aging and an increased risk of skin cancer. A product that offers broad-spectrum protection ensures comprehensive defense against all types of UV radiation, which is crucial for skin health.
Why It Matters for Businesses
When selecting promotional sunscreens, it’s important to choose a product that offers broad-spectrum protection. This feature not only meets consumer demand but also positions your brand as one that values health and wellness. Providing a sunscreen with full UV protection will help your customers stay safe in the sun, making them appreciate the thoughtful nature of your promotional product.
2. SPF (Sun Protection Factor) Rating
The SPF rating is another key consideration for consumers. It measures how well the sunscreen protects against UVB rays, which cause sunburn. Most consumers look for a sunscreen with an SPF of at least 30, which blocks about 97% of UVB rays. Some people may opt for higher SPF, such as SPF 50, which offers a slight increase in protection (about 98% of UVB rays). However, it’s important to note that no sunscreen can block 100% of UV rays, and regular reapplication is necessary for optimal protection.
Why It Matters for Businesses
When choosing promotional sunscreens, providing products with an SPF of 30 or higher will cater to the majority of your target audience. SPF 30 is generally suitable for everyday use, while SPF 50 is ideal for people who spend extended periods outdoors or have fair or sensitive skin. Offering a high-SPF sunscreen as part of your promotional campaign demonstrates your commitment to providing a high-quality product that delivers effective protection.
3. Water Resistance
For many consumers, especially those who are active or spend time outdoors, water resistance is a key feature they seek in a sunscreen. Water-resistant sunscreens maintain their effectiveness during activities like swimming, sweating, or exercising outdoors. Consumers look for sunscreens that specify the duration of water resistance, typically labeled as 40 minutes or 80 minutes of protection while swimming or sweating. However, it's important to remember that no sunscreen is "waterproof" or "sweatproof"—those terms are no longer allowed by the FDA, and reapplication is still necessary.
Why It Matters for Businesses
If you’re promoting your brand at outdoor events, sporting activities, or beach outings, offering water-resistant promotional sunscreens is a great way to cater to your audience’s needs. Water resistance is an added value that will make your sunscreen more appealing to active customers who want reliable protection even when they’re on the go.
4. Skin-Friendly Ingredients
Consumers are increasingly conscious of the ingredients in their skincare products, and sunscreens are no exception. Many people are looking for sunscreens that are:
- Hypoallergenic: Suitable for sensitive skin without causing irritation.
- Non-comedogenic: Formulated so that it doesn’t clog pores, which is especially important for people prone to acne.
- Fragrance-free: Some consumers prefer sunscreens that don’t contain strong fragrances, which can cause allergic reactions or irritation for those with sensitive skin.
- Eco-friendly: More consumers are looking for reef-safe sunscreens that don’t contain harmful chemicals like oxybenzone and octinoxate, which have been shown to damage coral reefs.
Why It Matters for Businesses
To align with consumer demand, consider offering promotional sunscreens that are gentle on the skin and environmentally friendly. Eco-conscious consumers will appreciate sunscreens that are free from harsh chemicals, safe for sensitive skin, and safe for the environment. Highlighting these features in your marketing can increase the appeal of your promotional products.
5. Lightweight and Non-Greasy Formula
No one likes the feeling of a thick, greasy layer of sunscreen sitting on their skin. Consumers often seek out sunscreens with a lightweight, non-greasy formula that absorbs quickly without leaving a sticky residue. A product that feels comfortable and blends easily into the skin is more likely to be used daily, which is essential for proper sun protection.
Why It Matters for Businesses
When choosing promotional sunscreens, opt for products with lightweight and fast-absorbing formulas. A sunscreen that feels good on the skin will not only provide effective protection but also encourage daily use, making your promotional item a valued part of your customer’s routine.
6. Reef-Safe and Environmentally Friendly
As awareness of environmental issues grows, more consumers are seeking sunscreens that are safe for marine life. Reef-safe sunscreens are free from harmful chemicals like oxybenzone and octinoxate, which are known to contribute to coral bleaching. In fact, some popular tourist destinations, such as Hawaii and Key West, have banned sunscreens containing these chemicals to protect coral reefs. In addition to being reef-safe, eco-conscious consumers may also look for biodegradable packaging or cruelty-free labels.
Why It Matters for Businesses
If your brand values sustainability, offering reef-safe promotional sunscreens can be a great way to connect with eco-conscious consumers. Highlighting environmentally friendly features not only boosts the appeal of your product but also positions your brand as one that prioritizes both health and the planet.
7. Ease of Application
Consumers want sunscreen that is easy to apply and convenient to use. Products that come in spray bottles or roll-on formats are popular because they allow for quick, even application without the mess. Stick sunscreens are also a great option for on-the-go application and are especially useful for protecting sensitive areas like the face, ears, and lips.
Why It Matters for Businesses
Offering sunscreens in convenient packaging can increase the likelihood that your promotional sunscreens will be used regularly. Easy-to-apply formats like sprays, roll-ons, or travel-sized tubes make sunscreen application more accessible and encourage reapplication throughout the day. These user-friendly options can enhance the value of your promotional product and make it more appealing to your audience.
8. Daily Wearability
Consumers are becoming more aware of the importance of daily sun protection, not just during outdoor activities or vacations. They look for sunscreens that are suitable for everyday use, such as lightweight facial sunscreens that can be worn comfortably under makeup or moisturizers that contain SPF. A sunscreen that is wearable for daily activities, like commuting or running errands, needs to be non-greasy, invisible on the skin, and easy to incorporate into a daily skincare routine.
Why It Matters for Businesses
Promoting daily use of your branded sunscreen can encourage customers to integrate your product into their everyday lives, increasing brand visibility and customer loyalty. Offering a sunscreen that’s suitable for daily wear, especially for the face, helps ensure your product is used consistently, offering long-term protection and more opportunities for your brand to be seen.
Conclusion: What Do Consumers Look for in a Sunscreen?
Consumers want sunscreens that are effective, convenient, and tailored to their lifestyle. Whether it’s broad-spectrum protection, a high SPF rating, or eco-friendly ingredients, sunscreen buyers are more informed than ever and expect products that offer comprehensive protection while being gentle on the skin and the environment.
For businesses, offering promotional sunscreens that align with these consumer preferences can enhance brand perception and customer satisfaction. By selecting sunscreens that are broad-spectrum, skin-friendly, water-resistant, and environmentally conscious, you can provide a valuable product that resonates with your target audience.
Need help? Talk to an expert now at 1-888-377-9339 or Email us at care@qualityimprint.com.