Sunscreen Gets a Makeover

The days of slathering on thick, white, impossible-to-spread sunscreen are fading away. Mintel Beauty Innovation, which tracks new beauty and personal care launches globally, reports that the newest sun-blocking products are much trendier and easier to apply than their predecessors.

Spray-on sunscreen: Spray sunscreen hit the market with a splash, promising easier, faster application with equally effective sun protection. Mintel Beauty Innovation reports that nearly one in five (18%) sunscreen products launched in the past year came in an aerosol can.

Powdered suncare: The next wave of sun protection could come in powder form. Featuring well-established sun-blockers like titanium dioxide and zinc oxide, new powdered sunscreens are trendy, convenient and lightweight on the skin. This format is currently seen from just a few brands like Bare Escentuals and Peter Thomas Roth.

"Let's face it: no one loved the texture and grease of older sunscreens, but people used them because they needed to protect their skin from the sun's harmful rays," comments Taya Tomasello, senior beauty analyst for Mintel Beauty Innovation. "The latest innovative sunscreens offer sun protection in more appealing, easier-to-use ways."

More natural ingredients: In addition to easier application, many new sunscreens go au natural. New sun protection products claiming "botanical" or "herbal" have steadily increased in prevalence since 2005; so far in 2009, these claims have appeared on nearly one in three launches tracked by Mintel Beauty Innovation. John Masters Organics even features a Natural Mineral Sunscreen containing ECOCERT- and USDA-certified organic ingredients.

Skincare-inspired sunblock: Many people use skincare products with UV protection*, so sunscreens now offer skincare-like benefits. Claims such as "moisturizing," "oil free" and "anti-aging" increasingly appear on new sunscreen products. For example, Niadyne says its 100% Mineral Sunscreen can improve skin tone, while Hissyfit's Body Double Moisturizing Sunscreen claims anti-aging benefits.

"Sunscreen faces tough competition from skincare and make-up enhanced with UV protection," states Taya Tomasello. "In the past 12 months, one in 10 new cosmetic and skincare launches contained sun-blocking ingredients. Especially now as people try to save on personal care, products that offer multiple benefits have an upper hand. Manufacturers need to show that their sunscreens provide the best UV protection, while being fun to use, convenient and good for the skin."

*In a November 2008 Mintel survey about facial skincare, 35% of respondents said their usual products contain sunscreen or UVB/UVA protection.

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