Sun Care in Hong Kong, China

PROSPECTS

Rise in outdoor living boosts demand for sun protection

Sun care continued to grow in 2018 as consumers became increasingly aware of the dangers of sun exposure on the skin. This boosted sales of both premium and mass sun protection products, with Mainland Chinese shoppers comprising the main consumer base of the former.

Sun care suffers competition from other beauty and personal care categories

Sun care products designed for the face are not expected to perform well over the forecast period given the vast number of skin care products that incorporate SPF in daily skin care and colour cosmetics such as moisturisers, primers, BB/CC creams and foundations. However, with increasing online information about the correct use of sun protection, such as the importance of reapplication throughout the day and the application of correct amounts to ensure safe sun protection, consumers will increasingly come to appreciate the need for authentic sun care, which could stimulate growth of facial sun protection.

Format, size and coverage remain key trends in 2018

Fluid formulation is increasing, driven by skin care manufacturers thanks to its beauty-orientated advantage: It leaves no sebum due to complete absorption into the skin, unlike cream and lotion types, which cover the skin’s surface and thus leave a white coating. Examples include Dr Jart+ Every Sun Day Sun Milk SPF50, Eucerin Sun Fluid Anti-Age SPF50 and Laneíge Light Sun Fluid SPF50.

COMPETITIVE LANDSCAPE

L'Oréal and Shiseido in close contention for top spot

L'Oréal and Shiseido remained the leading players in 2018. They each benefit from a long-standing presence in the country with their respective Kiehl's and Anessa brands.

Skin care players erode share from traditional sun care players

Alongside the growing awareness of sun protection among consumers, manufacturers in both mass and premium segments have responded with stick-based sun care, positioned for hassle-free application or for application to the face or body to save time in their daily routines. Stick formats in rigid plastic or speciality cosmetic containers are not new but have become an avenue for innovation and a way to provide consumers with greater on-the-go convenience and application.

Innovation to remain key

Manufacturers of sun care products are expected to invest heavily in product innovation to maintain their positions and boost their sales over the forecast period, whilst continuing to bring enhanced benefits for consumers. Most will continue to focus on greater brand differentiation and increased value for shoppers.

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