Consumer demand for light, smooth textures and the ‘skinification’ of sun care, not to mention the ‘sunification’ of skin care, are all driving a new breed of sun protection products.
The key to a successful sunscreen is compliance, according to Helen Hill, Personal Care Marketing Manager for EMEA at Azelis, a specialty chemicals service provider.
“If a product feels good and fits easily into a daily routine, consumers are far more likely to apply it correctly and reapply when needed, which is where real protection comes from,” she tells Cosmetics Business.
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Barriers to correct sunscreen use, she adds, include inconvenience, lack of understanding around dosage and reapplication, and concerns over cost and aesthetics.
Because a heavy, greasy or uncomfortable product will not be used properly, “we are seeing a clear shift towards lightweight, fluid and watery textures that spread easily, absorb quickly and feel comfortable on the skin, while still delivering high and stable SPF,” says Hill.
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