Fond of recommendations, consumers use social networks to select their cosmetics. And for some time now, the general public’s attention has been focused on the choice of sunscreen. Social Intelligence agency Dynvibe conducted a study to find out which solar products were most frequently mentioned on social networks.
The survey was carried out from December 2022 to May 2023 among a sample of 329 “skinfluencers” (influential figures in the French and English-speaking beauty markets).
The use of suncare products is democratizing among the general public. “The number of mentions referring to this branch of cosmetics has risen steadily since last February,” explains Dynvibe. Since April, sun protection has been the most popular beauty topic on social networks. “The analysis reveals that even during the winter season, protection against UV rays remains a top priority for these beauty experts. Regular, daily application of suncare products is now the norm for effective protection.”
Strong expectations
Suncare products are becoming an integral part of the general public’s daily routine. And as they become (for some) everyday products, they need to be pleasant to use.
The panel interviewed by Dynvibe explained that the “perfect” suncare product must meet several criteria:
• Guarantee optimal, broad-spectrum protection (SPF 50 minimum)
• Have a light, comfortable and easily absorbable texture
• Offer moisturizing benefits and leave skin feeling hydrated after application
• Not be greasy/sticky, but matte and luminous
• Have an invisible finish: no streaks, no white film
• Be packaged in a format …
