The importance of daily sun protection has been preached to consumers so often that many can recite from memory the repercussions for not applying sunscreen. However, we all know there are still many mindsets to overcome and some people still need convincing. How do you get consumers to fall in line and get them to do what is good for them on a consistent basis?
The answer is obvious but many brands still do not get it. The average consumer does not consider sun protection as a primary benefit, so, similar to hiding vegetables in a tasty dish to get children to eat up, brands are utilizing consumer-friendly products with desirable benefits to provide a daily dose of sun protection.
Makeup Setting Spray
Coola Face SPF 30 Makeup Setting Spray and Supergoop Defense Refresh Setting Mist SPF 50 are simple yet effective formulas based on Avobenzone for UVA protection and PVP as the fixative to ”set” makeup. Although these products erroneously list the ingredients alphabetically, as opposed to descending order of predominance, alcohol is still likely to be high up on the list in order to solubilize the water-insoluble ingredients, as are in the Supergoop.
The advantage of this product form is easy reapplication throughout the day. As the consumer reaps soft focus benefits (from the silica silylate) and makeup setting benefits, they also receive the important sun protection.
This category of products is suitable for a wider variety of consumers. Products in this category, like L’Oréal Miracle Blur Instant Smoother Finishing Cream SPF 30 and Invisiblur Perfecting Shield SPF 30, contain silica, which is beneficial for oily skin types. Dimethicone crosspolymer is an elastomer with sebum-absorbing properties, which also creates a matte effect on the skin. SPF 30 products based on organic UV filters can often be greasy or leave the skin shiny; this format is desirable as it avoids that effect.
The soft focus effect is an appealing skin care attribute for consumers to help blur imperfections and reduce the appearance of fine lines and wrinkles. The primary benefits lend flexibility to these sunscreens, which appeal to everyday makeup wearers as opposed to those who prefer a bare face.
The bottom line is: these products offer benefits that resonate with consumers—soft focus, sebum absorption, instant perfection—all while offering the secondary but essential benefit of sun protection.