Sun Care in Argentina

PROSPECTS

Poor weather slows sales of sun care products

According to the National Meteorological Service, the climate of December 2018 was the coldest in almost two decades, with the minimum temperature being the lowest in almost 70 years. The months of September and October were marked by rain and cooler days than normal.

Self-tanning is a small category with little potential

Sales of sun care are dominated by sun protection, while in second place is aftersun products. Self-tanning products follow very far behind, in third position.

Deseasonalising sales to boost consumption

In 2017 and 2018, sun care manufacturers made significant investments in advertising to boost consumption in the winter months. Sun care sales are still concentrated in the hottest months, but this concentration has been reduced compared to the early years of the review period.

COMPETITIVE LANDSCAPE

Laboratorios Andrómaco leads sales

Laboratorios Andrómaco leads sales of sun care in Argentina, thanks to the value for money offered by its Dermaglos brand. The company undertakes frequent product launches to maintain its leadership, and offered smaller packages in 2018 to give consumers a low priced alternative, in the context of the difficult economic environment.

Economical packaging to offer attractive options

The review period was marked by significant recessions in the economy, to which sun care companies responded with packaging innovations, in order to offer consumers economical alternatives. At the end of 2018, for example, Andrómaco Laboratories launched containers of only 50g.

Luxury brands limit price increases to maintain sales

One of the main problems facing luxury brands is that they are imported, and in Argentina variations in the exchange rate tend to be very sharp, which has a direct impact on prices. In the early years of the review period, luxury brands such as Hawaiian Tropic and Lancôme Sôleil, practically disappeared from the market, while by 2018 they had reached a considerable value share.

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