Prices of sun lotions going down the chute

Average prices of sun lotions are falling in modern store types, where most sales are concentrated. Longer and warmer summers generate increased demand, inviting private labels to enter the market. Manufacturers’ brands are however, quite successful in maintaining their market positions. According to data from Nielsen, one out of two sun lotions sold last summer was a private label. In the low season, this figure was three out of four. Most cosmetics products require confidence, which has to be built up gradually. On the other hand, warmer weather has resulted in suddenly expanding demand, which forced manufacturers’ brands to lower their prices in the form of frequent promotions. Though the latest innovations in body care lotions have a self-tanning effect, they do not present a challenge to sun lotions, because they do not have a UV facto – says Anikó Radosiczky from Beiersdorf Hungary Kft. Self-tanning lotions are intended for use all round the year. Regarding factors, sun milks of factor 11-20 account for 35 percent of sales, factor 20-30 lotions have 20,9 per cent, while 6-10 factor products have 12,5 per cent. The trend is that consumers increasingly prefer higher factor sun lotions as a result of higher UV hazard. In this category, maximum protection and convenience of use are the priorities for consumers. Beiersdorf’s innovation for this summer is the Light Feeling product line, absorbed into the skin extremely rapidly without leaving behind a greasy feeling.Their umbrella brand Nivea has a reputation as an expert in skin care, which allows them to offer products to all age groups. Building on the huge success of self-tanning lotions, they have introduced a new product which preserves tan for a long time after holidays. Another innovation is aimed at the youngest age group. Baby sun milk is a +50 factor sun lotion, completely free of any ingredients which may have an allergic effect.