Crafting A Winning Sunscreen Marketing Strategy

With the scorching summers getting more intense each year, the global sunscreen marketing industry is sure to witness bright days ahead. Sunscreen marketing strategy is a pivotal agenda for every entrepreneur dealing with sunscreens and related products, and here we help you explore the same with new insights.

We tell you ways to explore the sunscreen market segmentation, catch up with the latest sunscreen market trends, and how to target the sunscreen market that is both booming and burgeoning with increasing awareness about skin protection.

Understanding Sunscreen Market Segmentation

Unlike the conception that sunscreen is needed by people who spend a lot of time in the sun, the truth is that it is a must for everyone who needs to protect their skin from the harsh ultraviolet rays of the sun. Some of the major market segmentation of sunscreen are based on the following factors:

1. Age Groups: School-going children, office goers, and those who spend a lot of time outdoors use sunscreen to block the harmful sun rays from damaging their skin. Similarly, adults and senior citizens use sunscreens as an anti-ageing formula to protect their skin from sun rays that can accelerate ageing.

2. Lifestyle Choices: Sunscreen is no longer a cosmetic but a must-have for people with varied lifestyle choices, like athletes, sportspersons, and travellers who are always out in the sun and cannot avoid the sun rays. For the new urban on-the-go population, sunscreens are a favourite that not only protects the skin from damage but also contributes to its repair and regeneration.

3. Skin Types: When it comes to skin protection, sunscreens offer holistic protection to all skin types, whether it be oily skin, dry skin, or normal skin. It is also widely used as a base for makeup to prepare the skin for further pampering.

With a wide market base and diverse user portfolio, the penetration prospects in the sunscreen market segmentation can never be questioned. They can only be optimized through a perfect sunscreen marketing strategy that we share ahead.

Target Market For Sunscreen

Selling sunscreen or crafting a sunscreen marketing strategy requires you to first identify your core sunscreen target market segment. Unlike common perception, sunscreen users are not limited to outdoor workers, athletes, or beach lovers only. Today, a wide section of the population has an increasing awareness about sun protection that encourages them to incorporate sunscreens in their skincare regime.

Sunscreen lotions and sprays are even used by people who spend all day at home, like homemakers, who form a huge share of the sunscreen target market. Besides homemakers, teenagers, adults, office goers, and males and females both prefer using sunscreens to block the harsh ultraviolet rays from damaging their skin.

A large population of India lives in areas that are exposed to bright sun rays throughout the year. In such a scenario, protecting the skin from sunburns and direct sunlight becomes all the more important, compelling them to use good sunscreen every day.

Sunscreen Market Trends

A study of the latest sunscreen market trends helps to chalk out a clear-cut sunscreen marketing strategy that can help you build a strong brand with a widespread market presence. Check out the following sunscreen market trends:

Clean & Sustainable Products

The sun-care beauty industry is witnessing a paradigm shift as consumers are demanding more organic products that include natural, plant-based ingredients.

This means that chemical and paraben-free formulations, cruelty-free products, and sustainable products are preferred over other counterparts. Similarly, in terms of packaging, the focus is more on recyclable and eco-friendly packaging materials.

Innovation In Formulations

Today, customers want sunscreens that offer more than just sun protection. Water-resistant formulas, combining SPF and moisturization to colour cosmetics, and formulas that offer skin repair and protection from blue light exposure are some of the leading demands that are encouraging innovation in the sunscreen industry.

Keeping an eye on the latest sunscreen market trends can help you grow your business in the right direction, helping you swim with the sunscreen market current.

Sunscreen Marketing Strategy: 9 Effective Tips

In a dynamic and evolving industry like sunscreen, you need to catch pace with the growing sunscreen market trends and build your brand using the best sunscreen marketing strategy. Here, we help you do that with the following curated tips.

1. Understanding Sunscreen Landscape

The sunscreen landscape is increasing every day, with more and more consumers embracing sun-care products. This makes it all the more important to understand the sunscreen market segmentation, consumer preferences, the latest sunscreen market trends, the demography of sunscreen users, and the innovative technologies transforming the sun-care business.

2. Understanding Your USP

What makes your sunscreen product line stand out from the competition? Yes, you need to communicate the same to your consumers, talking about the SPF content, use of organic ingredients, and sustainable formulations that protect their skin from the sun and offer double protection.

Highlight the USP of your sunscreen products through a clear brand voice and with a story that is relatable to the audience from all walks of life.

3. Target Audience Persona

Identifying your target sunscreen audience and their likes and dislikes helps to create products that match consumer demands and needs. Look out for the changing textures and combinations of sunscreen preferred by different age groups.

See how young and teenage consumers prefer sunscreens with tint-based formulations to meet their beauty needs, while middle-aged consumers are looking for sunscreens that offer sun-repair and anti-ageing formulations.

4. Educational Content

Educating consumers about the products that they use and how they are formulated is the first step to connecting with them.

Through sunscreen marketing campaigns like blogs, video tutorials, and infographics, educate consumers about the use of SPF content and what it does, speak about the potential damage caused by UV rays, and how your sunscreen products can offer protection against them.

5. Digital Presence

In a world where everyone and everything is connected online, you cannot miss out on the digital presence of your products.

Invest in a good website that showcases your products, or decide to go online through other e-commerce websites that serve as the perfect platform for online selling. Connect with consumers through digital newsletters, e-mail sunscreen marketing strategy, and social media platforms.

6. Collaborations & Partnerships

Use the internet and social media platforms like Facebook, Instagram, and Pinterest to collaborate with social media influencers, dermatologists, and wellness experts who help to showcase and promote your brand through promotional campaigns.

Enter into partnerships with salons, spas, and makeover institutes that encourage the use of sunscreen and recommend your products for better brand building.

7. Innovative Packaging & Branding

Make your sunscreen products stand out from the rest by using innovative packaging material and a branding campaign that has a lasting impact on consumer minds.

Emphasis on the use of travel-friendly packaging, spray packaging, and other details that attract consumer attention. Weave your brand image around consumer stories and how the use of your sunscreen brand has transformed their skin.

8. Customer Reviews & Testimonials

Customer feedback and testimonials are the biggest and most rewarding additions to the tour’s promotional sunscreen marketing campaign.

It builds brand reputation, encouraging new consumers to try your products while bringing in easy repeat sales. It builds trust and faith in your brand, cements new customer relationships, and assures them of the best customer service.

9. Social Responsibility & Sustainability

Craft your sunscreen marketing strategy around a sustainable business approach where you focus on the use of environmentally friendly ingredients and sourcing materials from organic sources in your formulations and packaging materials.

Highlight your commitment to social responsibility and giving back to society through responsible social entrepreneurship.

Adopting and practising the above tips of sunscreen marketing strategy helps you unveil a large market for sun-care products that have the potential to help you expand your business in every season.

Conclusion

The sunscreen market is a treasure house that promises phenomenal growth and prospects considering the increasing awareness amongst people about sun protection and skin care. With the correct sunscreen marketing strategy and a bespoke product line, all you need to do is connect with your target audience and educate them about the benefits of using your sunscreen and what makes it the best. A little innovation in formulations coupled with a smart sunscreen marketing strategy can go a long way in glowing and growing your business, promising to make the most of the bright and sunny days ahead.