Sun Care in Chile

PROSPECTS

Sun care avoids the impact of the deceleration of the Chilean economy

Slowly, sun care products have become considered necessary goods; therefore, sales continued to increase as strongly in 2017 as in seen in 2016, despite the gloomy Chilean economic context. Greater awareness of the risks posed by sun exposure and aggressive advertising campaigns by the leading companies in the review period played a key role in this.

Higher penetration of dermacosmetic brands boosts growth in sun protection

Dermacosmetic brands such Avène, Vichy, La Roche-Posay and Biotherm increased their sales in value terms in 2017; meanwhile, some brands positioned in the mass segment, such as Rayito del Sol, declined. Premium sun care products are usually purchased through department stores and chemists/pharmacies.

New application methods and new formulae lead innovation in sun care

The spray format, which was initially limited to sports-branded products, has begun to be used for products targeted towards other groups, particularly towards children, based on quicker and less messy application. Increased awareness of the need to use these products all year round has meant that new formulations, such as gels and oil-free products, have gained ground, particularly in facial sun care.

COMPETITIVE LANDSCAPE

Beiersdorf (Chile) leads with its well-established Nivea and Eucerin mass brands

In 2017, Beiersdorf (Chile) succeeded in maintaining its leading position in sun care thanks to a strong activation plan at points of sale, whether in chemists/pharmacies or modern retailers. By doing so, the company saw a double-digit increase in its overall value sales in sun care in 2017.

With its premium brand portfolio, L'Oréal Chile is only just behind

Whilst Beiersdorf (Chile) leads sun care with its mass brand portfolio, L'Oréal Chile achieved double-digit value growth in 2017 thanks to its premium Vichy and La Roche-Posay brands, which are present in both adult and children’s sun protection. Moreover, by capitalising on its skin care expertise, L'Oréal Chile has continuously launched new sun care products, with product offerings that crossover with skin care product benefits.

In such highly competitive environment, local players remain behind

Laboratorios Durandin saw a decline in its overall value sales in sun care in 2017, because its portfolio relies mainly on baby and child-specific sun care products via its Simond’s brand. As baby and child-specific sun care products have lower rotation compared with adult sun protection products, it is quite difficult for local players to lead overall sun care, and they also face intense competition from Beiersdorf (Chile) and L'Oréal Chile, which implement strong marketing and communication campaigns.

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