Consumers shift focus on sun care

Drug Store News, March 1, 1993

Gone are the days of the deep suntan. Retailers say the best selling sun products are SPF 15 and above and sunless tanners.

The depleted ozone layer and consumer wariness over sun worshipping hasn't hurt the sale of sun care products; it's just shifted the activity.

Poor weather last summer dampened ales, but retailers expect that high SPF products and sunsless tanning products will boost sales in 1993.

The total sun care dollar volume for food and drug outlets totaled $317.6 million in 1992, according to Nielsen Marketing Research. That figure was up 1. 5 percent over one year ago.

Growth was clearly in higher SPF formulations. Nielsen reports that sales of products with an SPF of 16 or higher totalled $92.1 million in 1992, 4.3 percent over the previous year's sales.

"Five out of our top 10 sun care SKUs are a 15 SPF or higher," said Steve Hewes, buyer at Melville, N. Y.-based Genovese. "Sales of products in the 20-30 SPF range are also very good."

"The issue is numbers," said Al Kenig, president of Manhattan-based Ricky's. "We don't sell oils any more and No. 2 SPFs are non-existent for us. The higher the SPF, the better the product sells."

"Overexposure to the sun is a big concern to consumers now," said Deborah Coles, creative director at Sun Pharmaceuticals, maker of Banana Boat products. "There's no shortage of people going to the beach," said Doug Smith, general manager, Caribe Sun Care. "The difference is they're more educated and informed about how to protect themselves with sun care products."

In response to consumer concern, Banana Boat, like other manufacturers, is making higher SPF products in new formulations to appeal to a broad range of consumers. Many of those products are positioned as having moisturizing skin care benefits but without the oily residue associated with earlier products.

Banana Boat, P&G's Bain de Soleil, Vuarnet and Hawaiian Tropic, among others, are offering gel formulations with non-greasy bases.

"The gels use a macro-emulsion formulation of oil and water which has a light, nongreasy feel," said Shelly Coluccio, director of marketing at Hawaiian Tropic.

SolarSpray has even introduced spray formulations in seven SKUs that offer a variety of SPF strengths. The product provides sun protection in a non-oily spray-on formula.

Sport formulations, which are sweat-proof, are also offered by Banna Boat, Hawaiian Tropic and Coppertone.

For consumers who wish to use a high SPF product but are allergic to PABA-based products, manufacturers, such as Banana Boat and Aloe Up, have introduced PABA-free sun block products with natural bases.

Schering-plough Health-Care Products recently introduced Shade UVA Guard, a PABA-free formulation that absorbs both the year-round short UVA rays and the seasonal long UVB rays that cause sunburn.

"UVA Guard should bring some dollars to the category," said Pad Carlson, buyer at Minneapolis-based Snyder Drug Stores. "It's pushing the price tag to $9.99 for a four-ounce item."

Schering-Plough is reported to be spending one-third of its $30 million ad budget to support the product.

Carlson said that Chese-brough-Pond's new No Burn No Bite product - which combines an SPF 15 sun block with an insect repellent - should also attract consumer attention. Its retail price is $8.99 for a 6-ounce bottle.

Manufacturers are also finding a niche with children's that his No. 1 SKU is Coppertone's Water Babies SPY 45. J&J's baby sun block and Vaseline Intensive Care's children's sun block are also strong sellers at the chain.

Coppertone will also introduce Coppertone Kids, targeted to appeal to 8 to 12 year olds. Bain de Soleil plans a spring launch of All Day for Kids, one of five products m a five-SKU restaged All Day line.

Self-tanners booming

In addition to high SPF formulations, retailers say that sunless tanning products continue to drive sales in the category.

Sunless tanners have gotten a boost from the success of department store products which are superior to early self-tanning products. "We still see some hesitation about trying the product because consumers believe their skin will turn orange," said Banana Boat's Coles. To combat the negative image, Banana Boat is offering trial sizes so consumers can sample the product.

The segment has plenty of loyal users. "Self-tanning took over the category," said Kenig of Ricky's. "We can't get enough of the product. People want a tan but they don't want to damage their skin in the sun."

"There's been a definite increase in sunless tanning products," said Hewes. Genovese carries 12 SKUs of sunless products during the summer months, including products from Bain de Soleil, Banana Boat, Hawaiian Tropic and Coppertone.

Like many other retailers, Hewes said that sun block and self-tanning products enable the category to product year-round sales. Genovese carries 15 sun care SKUs year-round, then supplements those offerings with an endcap in the spring and summer months.

At Snyder Drug Stores, based in Minetonka, Minn., buyer Paul Carlson has a 4-foot year-round set and expands the section with endcaps and power wings in summer.