With the summer now over retailers are evaluating the effectiveness of their recent sun care programs. One key challenge for the category is category-blurring, as an increasing number of traditional skin care products add sun protection and after-sun care properties to their formulas, so sun care suppliers are not just competing amongst themselves, but also with the rest of the skin care aisle. This increased competition is forcing sun care brands to become very innovative in their product development and merchandising strategies.
Edgewell Personal Care’s Banana Boat brand, for example, won this year’s DSN/ECRM Best New Product Award in the Sun Care category
for its SunComfort SPF 30 Lotion (6 ounce), which, in addition to sun protection and skin benefits, enables sand to easily brush off – and as anyone who visits the beach will tell you, this is a great added benefit. The award was presented at ECRM’s Sun Care event, held July 12 to 15 in Tampa, Fla. E.T. Browne took the finalist spot with its Palmer’s Cocoa Butter Formula Eventone Suncare SPF 30 Sunscreen Lotion.
Edgewell is also teaming up with Walgreens to reinvent how the sun care aisle is merchandised, according to an article by Jamie Matusow featured on BeautyPackaging.com
. The two companies have already piloted some of these new sets at select Walgreens stores, with design elements that include under-shelf lighting, illuminated headers, large interactive touch screen monitors. Each display also features custom graphics that represent the outdoor activities available nearby.
Such in-store displays are key draws, according to Scott Avers, the Customer Development Manager, Coppertone at Bayer HealthCare LLC, who participated in a webcast hosted by ECRM and Drug Store News on Sun Care this past May. According to Bayer Health Care research, 50 percent of shoppers expect to see sun care items on display when in season. “This is where products sell from. It’s about getting those critical displays in the best parts of the store ensuring that your top brands are heavily featured,” he said.
Meet with the organizations that are driving the sun care category during the ECRM Sun Care
event taking place from July 10-13, 2016 at the Rosen Centre Hotel in Orlando, Florida.