Sunscreen Marketing and Current Status Summary

Today, more and more people are aware of the importance of sun protection. In addition to the common perception in the past that sunscreen can prevent tanning, photoaging has also become the focus of attention of young people today, for them, sunscreen has almost equated with anti-aging, becoming an indispensable procedure in skin care.

In the past two years, sunscreen products related words such as "sensitive skin", "skin care", "sunscreen isolation two in one" and "anti-photoaging ". The volume of social media has increased dramatically, with "skin care sunscreen" increasing by 503% year-on-year on a short video platform from January to May 2021 alone.

The public's advanced demand for sunscreen efficacy and comfort has further driven the explosive growth of the sunscreen category, and in order to capture consumers' attention, the marketing of sunscreen has also shown a hundred different ways to play.

As a forward-looking platform with insight into trends, Tmall International has been leading the sunscreen category market education and tapping into users' demand for sunscreen, from taking the lead in basic sunscreen knowledge education "sunscreen tanning" in 2018 to applying sunscreen every day to "anti-light aging" to this year.

The Tmall International beauty industry joint global eye opening day insight into the different skin types of consumers, different seasons, different life scenarios need different sun protection, to help consumers ask the question "is one sunscreen enough? What are the fancy ways to play this Tmall International Global Eye Opening Day event, we will break it down one by one.

 Sunscreen big data insight into consumer pain points, Tmall International Global Eye Opening Day precision marketing.

If a brand wants to do any marketing behavior to an excellent degree, it must take insight as the underlying thinking logic. Tmall International Global Open Eye Day provides insight into consumer needs through a series of sunscreen big data analysis, and makes a deep interpretation for the sunscreen category.

First look at the overall category status of sunscreen, in the sunscreen category, imported professional sunscreen brands are more popular among consumers.

2020 imported brands account for more than 80% of the overall sunscreen market share in China, whether it is mature brands or waist brands, there is huge room for growth.

In addition, consumers now pay more attention to the composition and efficacy of sunscreen products, and sunscreen brands can cut into the sunscreen market through new segmentation needs to quickly seize the first opportunity to achieve a bend in the road.

So where are the opportunities in the sunscreen category? From the data we can perceive one or two, the penetration rate of sunscreen products in China in 2020 is only 20%, while Japan is 43%, the United States is 54%, South Korea is 58% [3], compared with these countries, China's sunscreen market penetration rate gap is large, there is still growth potential.

On the other hand, compared with the past few years, sunscreen has gradually become a "just-in-time consumption".

For many consumers, sun protection has become a "standard" for daily travel - even without makeup, they will definitely apply sun protection; even on cloudy days, they will also do a good job of sun protection, and the public's attention to sun protection and anti-light aging throughout the year is gradually increasing.

On the content side of the domain, sunscreen-related topics are also very hot, with questions on Zhihu such as "What are the sunscreens that can be repurchased for years" and "What are the sunscreens that are worth buying", with views of 5.7 million+ and 6.5 million+ respectively.

At the same time, the sunscreen front demand is obvious, from February every year after the Spring Festival, the sunscreen topic attention continues to climb, the peak of heat concentrated in April to July, and lasted until the end of military training of college students in mid to late September.

In terms of the population, Tmall International inspected that in the sunscreen category 18-22 year old GENZ consumers continue to grow at a high rate, becoming the main force of sunscreen consumption, in addition to the consumption potential of new white-collar workers is also outstanding.

Therefore, Tmall International Global Eye Opening Day bites GENZ, while taking into account the 26-35-year-old female users as the communication target, tapping the core needs of these two key groups of people for sun protection and providing solutions for them.