Sun Care in Colombia

PROSPECTS

Increased cases of skin cancer help raise consumer awareness

Sun care products are no longer exclusively formulated for recreational or outdoor sports activities. In Colombia, 2,400 cases of melanoma skin cancer were registered in 2015-2017, prompting official health authorities to determine a strategy to attempt to promote the risks associated with solar exposure.

Multifunctional offerings drive category growth

Higher consumer awareness has led to new product development in sun care, with spray formulations continuing to gain traction among mothers due to their ease of use but the main purchase driver continues to be those products with SPF greater than 50 with UVA and UVB filters regardless of their format. As daily use of sun protection is encouraged, body lotions and colour cosmetics including foundations, BB and CC creams with SPF factors have been launched targeting female consumption to protect from light rays emitted by computer screens and indirect sun exposure.

Baby sun care shows great potential

Baby and child-specific sun care maintained positive performance through the review period, focusing on natural ingredients, hypoallergenic, paraben/fragrance/colourant-free and scientific research concluding babies are especially susceptible to damaging ultraviolet rays in the first months of life. Application is recommended from six months of age and category promotion is carried out by paediatricians, opening the possibility of offering products.

COMPETITIVE LANDSCAPE

Premium and mass sun care gap closing

The differences between premium and mass sun care brands are getting smaller as improvements in formulations and innovation in packaging of mass sun care brands have reduced the gap making it difficult to differentiate each other, particularly as the wider market sees enriched cosmetic foundations and BB creams with SPF factors, moisturisers, and lightweight non-greasy formulations. Dermocosmetic brands stand out for their higher prices and wider range selections especially for sensitive, sun-intolerant or broken skin, and flexible enough to be suitable for children too.

Johnson & Johnson leads sun care in both adult and children’s segments

Johnson & Johnson de Colombia SA witnessed the biggest increase in share in 2017 due to an aggressive promotional positioning strategy trying to grow its share in response to the significant growth in the number of brands available in the Colombian market. Direct seller Yanbal experienced a setback in sales, according to Supersociedades, making it less noticeable over the review period, while Avon continues to focus on Avon Anew, which offers an anti-ageing benefit as part of its sunscreen formulation.

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