How has the consumer evolved in terms of photoprotection?

The habits of the Spanish in terms of sun protection and awareness about the risks of the sun for health

Editorial
27 of April of 2023
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Sunscreen
Sunscreen

End of April, winter is over and we are entering spring, the prelude to summer. In spring, the sun's rays tend to be stronger and more direct than in winter because the tilt of the earth's axis in relation to the sun changes as the earth orbits around the sun. There is little left to say about the rising temperatures that increasingly blur the change of seasons and we lose track of whether it is really spring or summer, especially in southern Spain.

Exposure to the sun has effects that affect your health. And they are not always negative. They help in the synthesis of vitamin D, an essential vitamin for the development and good condition of bones. Sunlight also has a recognised anti-depressant effect by influencing our mood. It also has beneficial effects on a number of skin conditions. Sunlight in moderation improves acne.

Moreover, socially, Spain is a country where people enjoy spending time away from home. For many years, Spain lacked a cultural interest for tourists and what mainly succeeded and sustained the tourism sector was the famous 'sun and beach' tourism. Whether on the beach, in the mountains or simply enjoying a stroll, 32% of Spaniards say they spend more than 4 hours in the sun, and the remaining 55% admit to spending between 2 and 4 hours in the sun, but... What has this got to do with photoprotection?

Whether it's spring, summer or winter, protecting your skin from the sun is paramount. An annual study conducted by Isdin and published in 2022 exposed the lack of photoprotection habits among Spaniards: Almost a quarter of the population in Spain only uses sunscreen in summer (19.5%) or never applies it at all (1.1%). This study shows that Spaniards associate the use of sun protection with summer, leisure time and outdoor activities. Men are particularly reluctant to incorporate this habit into their daily routine, with only 30.8% using it. Almost twice as many women, 60.4%, say that they do use it and do so mainly to protect themselves from the sun, which is one of the main triggers of spots and wrinkles, but also to prevent skin cancer and sunburn. Young people between 18 and 35 years of age are particularly aware of the importance of using sunscreen.

Encouragingly, however, many people now recognise that excessive sun exposure has a direct link to the risk of skin cancer and premature skin ageing, and are looking for appropriate sunscreen products to protect them. Consumers are also more informed about the ingredients used in sunscreen products and are looking for options that are safe and effective. As Dr. González Castro, a dermatology expert, acknowledges, he has noticed how patients who come to his practice are increasingly respectful of the effects the sun can have on their health: "I have noticed a greater awareness on the part of his patients to use sunscreen, but many patients recognise that they still forget to apply it at important times and suffer mild sunburns that will also have repercussions on their skin. The determining factors that have led to greater awareness of photo-protection is the day-to-day awareness at the dermatologist's surgery, who is the specialist who diagnoses skin cancer and other consequences of the accumulation of solar radiation on the skin at an early stage," explains the director of IDERMA.

 According to Euromonitor data in the latest report from May 2022, which includes data from 2021, sales of photoprotection products grew by 14% to 432 million euros. Of these, the most popular products are sunscreens for children and those specifically for certain skin conditions. ISDIN continued to lead sun care purchases in Spain for yet another year, with 20.3% of purchases, followed by L'Oréal, Beiersdorf, Pierre Fabre and Cantabria Labs, which saw purchases increase by almost 6% compared to the previous year.

Sustainability gains weight

The impact on the environment is becoming an essential factor when making a purchase. The same is true for the choice of sunscreen. Younger consumers are looking for ingredients that are safe and environmentally friendly, as well as the packaging.

Sunscreen, the great forgotten of the pandemic

The pandemic changed our lives, our habits, our shopping and... our photoprotection? Consumption of them fell in the year of the pandemic by almost 80 points, according to Euromonitor data. Although it recovered in 2021, it did not return to the levels of 2019, which are not expected to be reached by 2023.

There may be several factors that have led to this decision: one of them could be that because of the pandemic, the use of masks and restrictions, we were more reluctant to do activities that made us feel more vulnerable, such as going to the beach or the swimming pool. But even so, there is a problem here: sunscreen should not only be applied when our bodies are fully exposed to the sun. Dermatologist Dr González Castro, founder of Idermo, explains to 'Next in Beauty' how to apply sunscreen correctly: "It should be applied 30 minutes before exposure, without being afraid to overdo it with the amount (it is always better to apply too much than too little). It is important to apply the sunscreen generously and not too lightly. Reapply sunscreen every 2 hours, when environmental conditions require it. It is not just a question of applying it on the beach. Incorporating it into your regular skin care routine is very wise and intelligent. In case of heavy bathing or heavy sweating replicate it again. If you have a medical-aesthetic treatment before sun exposure, don't forget to protect the treated skin from the sun at high rates. It is important to use a sunscreen specifically for the face, as the skin in this area is thinner than the skin on the body. Higher SPF 50+ protection is recommended. Weather conditions are very important in determining the use of sunscreen and extreme caution should be exercised in the mountains, on cloudy days and in tropical countries or in countries with a lot of sunlight. Last but not least, it is important to remember that there are medicines that are also photosensitive or photosensitising, including some antibiotics, contraceptives, antidepressants, anti-inflammatories, etc. Therefore, in addition to consulting the leaflet, it is essential to protect the skin in case of exposure".

The sunscreen ally in social networks

On the other hand, it is important to note that social media and influencers have made part of the population even more aware of the importance of incorporating sunscreen into their skin care routine. 

In a world where young people consume more TikTok, Instagram and any other social network before traditional media, and communicators and influencers take on a role and a commitment to their community. Therefore, content creators who are dedicated to skin care and make-up explain in their videos and accounts the meaning of photoprotection and especially how essential it is to reapply it throughout the day.