How Sun-Care Brands Evade The Off-Season Slump

During the offseason, sunscreen and tanning brands are forced to switch up their social media messaging and marketing tactics to keep consumers’ attention. Some believe, falsely, that sunscreen is not needed during colder months when people are more likely to be covered up than flaunting a tan in the winter. So, what strategies are these companies using to stay relevant?

In the U.K., Blair James, Bondi Sands’ co-founder, said the summer season is shorter than in other markets due to its particular climate, lasting only two months. Therefore, in 2020, Bondi Sands rolled out its marketing campaign in the region sooner than in prior years, starting in March instead of June.  The campaign, titled “Every day is a Beach Day,” focuses on anti-aging messaging versus skin health or skin cancer prevention because this topic is easier for customers to understand, said James.

Meanwhile, in the U.S., Australia, and New Zealand where summer extends from December to February, Sun Bum repurposes some of its existing content and running ads that feature people enjoying sunny activities during the colder months. The brand will also be working with influencers who live in locations with year-round warm weather to remind followers that it’s still appropriate to use sunscreen, he said.

Sunscreen brands are also reaching consumers during the offseason by partnering with influencers who have a large following on social media platforms like Instagram. These digital celebrities often have year-round tans and can help market products even when people are less likely to be using them.

Another tactic is partnering with other seasonal brands. For example, Hawaiian Tropic collaborated with swimwear brand L*Space by Rachel Zoe on a limited-edition line of SPF 50 sunscreens. The hope is that by aligning themselves with another summertime product, they can stay top-of-mind for when beach weather finally arrives.

Another strategy is changing the conversation around sun care from one of vanity to one of health. More and more, brands talk about the importance of sunscreen for protection against skin cancer, rather than just preventing wrinkles or achieving a bronze glow. Alba Botanica, which is part of the Hain Celestial Group, launched its first-ever SPF facial oil in Dece. The Hawaiian Facial Oil SPF 15 product contains kukui and macadamia oils to hydrate skin while providing broad-spectrum protection from the sun. Coola Sunscreen makes face sunscreen that can also be used as a primer for makeup. And Supergoop! recently launched a line of setting powders that have SPF 40 built-in. These sorts of products make it easier for people to incorporate sunscreen into their daily routines, even when they’re not spending as much time outdoors.

Overall, the sun-care market is expected to grow by 6% by 2024. This growth is likely due to a mix of product education by brands, shifts in merchandising by retailers, and changes in government policy. For example, Ulta started having a tower of sun-care products near registers that customers may grab if they are going on vacation. Since 2020, Walgreens no longer sells sun-care products below SPF 15. Australia itself banned tanning beds in 2014, which has likely helped kick-start the growth and acceptance of alternative sunless tanning products in the region.

More young men and women are embracing sunscreen and utilizing SPF as part of their daily routine. Gen Z in particular is becoming more concerned with the effects of aging and has begun to incorporate sunscreen and daily moisturizing practices into their daily routine in order to preserve the health of their skin. In response to the growing interest in year-round SPF protection, Federal Package developed the capability to blend SPF into lotions with other high-performance ingredients to protect skin from harmful UV rays. Now sun protection can last all year long.

While the offseason may be a challenge for these companies, reinforcing skin health is a year-round priority keeps their products top of mind for consumers. By trying out different strategies, reinforcing the benefits of SPF protection, and expanding their product offerings, sun-care brands are working hard to make sure they don’t get left out in the cold come wintertime.