Sun Care in Ecuador

PROSPECTS

Sun care consumption becoming part of daily routine

Concerns about the damaging effects on the skin due to overexposure to the sun are increasing among the general population. Due to the country’s geographical location, the harm that the sun can cause on the equator is higher than in other regions.

Premium sun care offers sophisticated benefits

Among premium sun care products, the offer is wider in terms of benefits, making the category more specific, addressing different needs. Premium sunscreen offers include tinted products, transparency, without oil, hydrating, hypoallergenic, among others.

Mass sunscreen increasing formats offer

Innovation among mass sun care products is focused on the product’s format more than in the formula’s benefits. Towards the end of the review period, the main brands launched different presentations and formats, such as gels, waterproof sprays, sticks, among others.

COMPETITIVE LANDSCAPE

Direct seller Transbel leads sun care

Grupo Transbel continued to lead sun care in 2017 with its popular brand L’Bel. The company offers a high- quality perceived sun protection, leveraging on high distribution through its direct selling force.

Yanbal gaining share with total block

Yanbal Ecuador runs constant in print and out-of-home media advertising for its total block portfolio, which offers five different products, including one for children. Eucerin also enjoys wide exposure through television advertising and the printed press.

Low-priced sachet sunscreen enters traditional retailers

As with other beauty and personal care categories, companies have noticed the opportunity to enter traditional retailers with low-priced products. Among sun care, independent local brands launched sun protection sachets, which increased category distribution as they are now present in small grocery retailers, reaching a higher number of points-of-sale nationwide.

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