Sun Care in Dominican Republic

PROSPECTS

Awareness of the need for protection from UV rays is increasing in the country

Dominican dermatologists recommend the use of sunscreen to protect the skin from UV rays, which are responsible for sunburn and premature ageing. It is suggested sun protection should be used daily, and re-applied every two to four hours; however, most people who use sun protection on a daily basis tend to apply it only once, in the morning before leaving home.

Aftersun sees the fastest growth, boosted by demand from tourists

The highest growth in sun care for the second year in a row was recorded by aftersun. Even though it is still a very small category, sales of which are mostly boosted by tourists in the country, rising awareness of the dangers of UV rays could also be pushing demand.

The dominance of mass brands

Mass brands dominate sun care thanks to their efficient, strong distribution networks. Sales of premium products are very limited, and distribution relies on very few retailers and speciality stores.

COMPETITIVE LANDSCAPE

The leadership of Hawaiian Tropic is based on brand recognition

Quisqueya Comercial led sun care in value terms in 2017 with its brand Hawaiian Tropic, which has high brand recognition internationally and has the trust of Dominican consumers. Besides the main attribute of its products, which is sun protection, the brand is also known for its fun packaging designs and promotions at points of sale, with brand merchandise such as beach towels, hats, umbrellas and visors.

Facial make-up containing SPF will not limit growth

Awareness of sun care in the country is rising, and cosmetic companies have included SPF factor in their foundations, BB creams and CC creams as part of the trend. As dermatologists suggest the use of sun protection daily, the use of facial make-up products that include SPF factor is also growing in the country.

Grupo Transbel’s portfolio boosts the growth of direct sellers

The performance of direct selling recovered in sun care in 2017, boosted by the outstanding performance of Grupo Transbel with its lines Esika and L’Bel. Avon, on the other hand, experienced a drop in its growth in 2017, and this can be explained by its limited portfolio in the category.

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