The days are long gone when SPF numbers were the be-all-and-end-all of suncare. The global sun protection market is valued at $13.7 billion and much of the growth is being propelled by unique formulas, extra benefits and smaller, more premium brands. Invisible Zinc, Australia’s number one mineral sunscreen brand*, has accelerated its widely recognised expertise in aesthetics, to launch a landmark new addition to its bestselling suncare collection.
Invisible Zinc Sheer Defence Tinted Moisturiser SPF 50 was three years in development and delivers a high SPF in an elegant, almost weightless texture, says Elika Compton, Brand Manager at iNova Pharmaceuticals. “Sunscreens with skin-enhancing ingredients and natural/mineral based SKUs have grown considerably as consumers look for high performinga products that don’t feel like traditional sunscreens”.
STRONG GROWTH IN FACIAL SUNCARE / RIDING THE NATURAL WAVE
More and more Australians are taking sun care seriously and are applying higher levels of SPF when they are outdoors for even limited periods of time and incorporating sunscreens into their daily beauty routines. “Facial sunscreens have experienced 24 per cent growth over the past year and the zinc segment has also seen double digit growth of 18 per cent”*, adds Compton. “Consumers of all ages are leading more active lifestyles and there’s an increasing demand for sunscreen with SPF 50, leading to market growth of 10 per cent”*.
Zinc has long been used for its protective properties – Sir Edmund Hillary wore zinc oxide when he conquered Mount Everest. But over the past 15 years, Invisible Zinc has achieved cult status because the brand uses a world-patented zinc oxide that has been milled down so that it is invisible to the naked eye. A 100 per cent physical barrier of naturally derived zinc oxide that forms a “second skin” that acts as a shield to protect against UVA and UVB radiation, pollution, moisture loss and wind burn. “All of our products have been formulated under Australian medical grade standards to combat even the harshest climactic conditions”, adds Compton.
BENEFITS OF PHYSICAL SUNSCREENS
The ingredient deck and label have become critical to sun product selection, especially among consumers who are concerned about certain ingredients and too many chemicals being used in a formulation. There’s still a need for education on the pros and cons of physical versus chemical sunscreens, says Compton, but an increasing number of consumers are choosing physical sunscreens to limit their exposure to chemicals and also because hero ingredients such as Invisible Zinc’s core active zinc oxide are naturally sourced.
Physical sunscreens have many benefits beyond free-from and natural claims. They sit on top of the skin to deflect UVA and UVB rays and provide instant protection with no waiting time. They don’t cause stinging reactions which make them a superior choice for sensitive skin and anyone who suffers fromreactive skin conditions. Non-comedogenic, physical sunscreens are preferable for use on blemish-prone skin. An extended shelf life and ability to last longer in direct sunlight are further drivers of growth as consumers increasingly view sun protection as a way to prevent premature ageing from sun exposure.
Although efficacious, some of the active ingredients in chemical sunscreens have been linked to relatively high incidence of skin irritation. Chemical sunscreens may also take up to 15 minutes following application to create a protective film.
INNOVATIVE FORMULA / PREMIUMISATION
Invisible Zinc has always created effective sun protection with added benefits. But the brand has dug deeper to create Invisible Zinc Sheer Defence Tinted Moisturiser SPF50, which meets all the sunscreen characteristics today’s consumers are looking for in an innovative formula designed to motivate the use of a sunscreen as a daily habit.
Our main point-of-difference is that we are a physical sunscreen brand, says Compton, but consumers also want more moisturising sunscreens and something they can wear while they are out for a cup of coffee without looking made up. “Younger consumers are also on the hunt for more premium products with less ingredients which have been dermatologically tested. They want a sunscreen that is invisible under makeup and never looks greasy or shiny”.
The two shades of Invisible Zinc Tinted Daywear have long been the brand’s number one and number two bestsellers, enjoying pharmacy sales in excess of $1.1 million*. The product has a strong and loyal customer base because it offers thicker coverage and a dewy finish, says Compton. “But the new Sheer Defence Tinted Moisturiser has a higher SPF of 50 instead of SPF30 and tilts at younger consumers who want a matte finish and increased zinc oxide protection of 27 per cent versus the 18 per cent of Tinted Daywear. The elegant, Australian-made formula is very moisturising and rubs in well.
There are three shades – light, medium and untinted – to widen the product’s appeal
to consumers with darker skin tones. Non-comedogenic, fragrance and paraben-free, Sheer Defence doesn’t clog pores and is water-resistant for up to two hours for an even more sun-safe lifestyle”.
STRONG LAUNCH STRATEGY
The dynamic duo of the best-selling Tinted Daywear and the new Sheer Defence covers all customer bases, says Compton, from women aged 30-plus who are more interested in anti-ageing benefits and adding radiance to their complexions to younger women and teens who want to look naturally flawless as they hydrate their skin and enjoy powerful sun protection. “We have premiumised the packaging of Sheer Defence with silver foil to make it stand out from the shelves and make the product an attractive item to stow in a handbag or desk”.
Invisible Zinc has also created a strong launch support strategy to assist retailers. Pia Miller, the well-known model, actress and TV presenter, has been tapped as the product ambassador. She is 34 years old and has cross-generational appeal in both the beauty and health categories, says Compton. Miller fronts the merchandising and point-of-sale materials and new counter units with full-size testers which debuted on October 1st. Target sampling adds another in-store incentive.
“Our media company has engaged with short and long lead media and the target for the launch was one million social coverage reach to attract a new audience for the brand and appeal to exisiting loyalists”, notes Compton.
*Aztec Scan Data MAT 10.06.18
Always read the label. Use only as directed.
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