Chains see boom in 'sunless' tanning, higher SPF products

Drug Store News, Feb 19, 1990 by Elizabeth Parks

Chains see boom in 'sunless' tanning, higher SPF products

Sun care manufacturers are taking note of what marketing executives call "an increasing consumer demand for sunless tanning products," especially products that can look natural on the skin.

Coppertone's year-old line of Sunless Tanning lotions is one of the fastest growing lines in sun care, buyers say. As one might expect, other top manufacturers are rushing to market with their versions of sunless tanning products.

The buyers we talked to in preparation for our March 5 round-up story on sun care merchandising all reported their strongest growth in products that would either shield consumers from the damaging rays of the sun or would allow them to get a tanning effect while minimizing the dangers of exposure.

Although many sources were cutting back sun care SKUs by 20 percent to 25 percent to maximize inventory turns and GMROI, they were all taking their cuts in low level SPFs or the lesser known brands.

At the same time, they were expanding their allocations for the high SPF items, tanning accelerators and sunless tanning lotions as well as making room for the new lines with APP protection (a designation that specifies what percent of UVA rays the product can block).

Buyers note three major consumer groups shopping sun care: the younger consumer who wants a tan, isn't worried about sun damage, and favors low SPF products; the cautious consumers who want a tan, but who also want as much protection from sun/skin damage as possible while tanning; and the older or more skin sensitive consumers who want as little sun exposure as possible. They want protection, period.

The consensus is that the brands and lines that can promise tan with protection will show the most growth this year, particularly if they have a well known brand name on the label. Coopertone is expected to do very well again this year with its Sun Less tanning products.

Most sources also think that Bain de Soleil will also do well with its two new sunless tanning cremes that can customize a tan by skin tone. They say that Max Factor should do well with California Bronze, an SPF 15 gel that adds color but without changing the skin tone.

New designation

Most buyers think that the newest protection designation or marketing buzzword "A Protection Percent" should catch on just as SPF did, especially because it seems easier to understand.

The designation APP on the label tells consumers that they are protected from, say 80 percent, of UVA rays. Buyers feel that consumers can understand a percentage protection level easier then they can understand an SPF designation.

Schering-Plough will be using APP designations on new packaging for Shade, which is being relaunched this year.

Almay also has a new "hypoallergenic" sun care line that should prove attractive to people who feel they have sensitive skin.

And Hawaiian Tropic has a line of natural sun care products that is formulated without chemicals. The brand's marketing position is based on formulations that can protect skin without irritation that sometimes accompany the use of a high-SPF product.

All in all, buyers believe that weather permitting, the summer of 1990 could be very good for sun care sales. If the weather turns out right, most chains say they think they will get growth in the 15 percent to 20 percent range.