Sun Care in Argentina

PROSPECTS

Sun care becomes an essential category and avoids the economic crisis

Slowly, sun care products have become necessary goods and therefore sales have improved in difficult economic times. Greater awareness of the risks posed by sun exposure and aggressive advertising campaigns among the leading companies in the review period have played a key role in this.

Greater awareness of sun-exposure risks boosts sales in the less warm months

Argentinians are increasingly aware of the risks that exposing one’s skin to the sun can bring in the medium and long term, if not using any type of protection. For this reason, they are taking more precautions when exposing themselves to the sun, boosting sales of sun care products.

The review period is marked by a large number of innovations

In the review period, there was a large number of launches to encourage the application of sun care. Mainly, new products were introduced in aerosol cans as well as in pump-spray, rigid-plastic format.

COMPETITIVE LANDSCAPE

Players invest highly in advertising to promote the use of sun care at all times

Laboratorios Andrómaco SA has carried out a very aggressive advertising campaign in the mass media to boost the use of its sun care brand Dermaglós. It wants consumers to apply its products not only when sunbathing, but also when doing any activity.

Laboratorios Andrómaco leads sales of sun care

Sun care is led in Argentina by Laboratorios Andrómaco. Consumers perceive that the price-quality relationship of the player’s Dermaglós brand is excellent, which allows the company to lead the category.

Imported brands expand strongly

The review period was marked by strong restrictions on imports, which had a very negative effect on sun care, with the virtual disappearance of classic international brands such as Hawaiian Tropic. In 2017, the situation changed completely, and with the elimination of import obstacles in 2016 and the freedom to import merchandise, Hawaiian Tropic registered the largest expansion in 2017 in retail value sales terms.

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