BY ANTOINETTE ALEXANDER
Sun protection has been the fastest-growing subsector in the past few years, according to research firm Euromonitor International, and going forward that growth is likely to continue as manufacturers introduce more innovative technologies and consumers grow increasingly aware of the damage caused by the sun.
Medical professionals and manufacturers have stepped up efforts to educate consumers on the importance of sun protection to guard against skin cancer but judging by the increase in melanoma cases and the continued appeal of the tanned look—especially among young adults and teens—the message has seemingly fallen on deaf ears. However, since the industry shifted much of its focus to unprotected sun exposure and wrinkles, it
appears to have hit a nerve.
“Women’s beauty magazines have been vigilantly educating their readers on the dangers of unprotected sun exposure to women’s overall beauty,” stated Euromonitor in its most recent U.S. Sun Care report. “These efforts have been paying off, as a 2007 poll by iVillage.com, a women’s lifestyle Web site, found that 53 percent of Americans do not believe that they look better with a tan, while 63 percent state that a tan does not make someone look more attractive.”
Women may be increasingly turning toward sun protection to ward off unwanted wrinkles and age spots, but hopefully such steps also will spell a drop in melanoma cases. It is estimated that there will be 116,500 new cases of melanoma diagnosed in the United States in 2008— 54,020 noninvasive and 62,480 invasive. In 2008, 34,950 men and 27,530 women will be diag-
Sales of sun care by subsector: Value 2002-2007
uSnupnroptreoctt eicotnion Aftersun SSeellff--ttaannnniinngg Sun care
2002* $841.20 $841.2
23. 4
226.5 1, 109.0
2007* $1, 146. 9
23. 3 1 291.3 1,461.5
* in millions
Source: Euromonitor International
nosed with invasive melanoma, according to the American Academy of Dermatology. In addition, 8,420 people are expected to die from melanoma— 5,400 men and 3,020 women.
Technologies that make the application process easier and the protection more robust (think photo-stable broad spectrum protection) have also helped drive growth.
“The concept of broad spectrum is still new to many Americans because most consumers wrongly believe that a high SPF, which only protects
against sunburn-causing UVB rays, is
all that is necessary for proper sun
protection,” stated Euromonitor.
“Additionally, while many products
on the market can offer broad spec-
trum protection, exposure to the sun
breaks down the protective properties
of many sunscreens available on the
market, forcing consumers to reapply
sunscreen frequently. Alternatively,
such photo-stable technologies as Avo-
Triplex and Helioplex promise to stabi-
lize the ingredients that block harmful
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Teeth whiteners brighten oral care segment
Oral hygiene was one of the fastest-growing sectors in the U.S. cosmetics and toiletries industry in 2007, according to research firm Euromonitor International, thanks in part to a rebound of teeth whiteners.
Teeth whiteners grew by 10 percent in 2007 after declining by 27 percent between 2003 and 2006, according to Euromonitor’s most recent U.S. Oral Hygiene report.
“U.S. consumers value white teeth and were eager to try products that promised whiter teeth with the convenience of an at-home treatment. The
The i White tooth-whitening system is one of the products designed to appeal to time-crunched consumers.
subsector grew by over (four for upper teeth
900 percent between 2000 and four for lower
and 2003,” stated Euro- teeth) that can be used
monitor. “However, instead of a con-
many consumers who sumer’s current tooth-
tried these treatments paste. When used
found the process tedious together, the system
and complicated, with promises to strengthen
many either unwilling to enamel, fight tartar,
follow through with the remove plaque, pre-
treatment or use it again.” vent cavities and
Looking to reinvigorate remove stains.
the category, manufactur- Also under the Crest
ers have developed brand is the new Crest
whitening products with Crest Whitestrips is the first Crest prod- Whitestrips Daily
added benefits and uct to also protect teeth against daily Whitening Plus Tartar
enhanced convenience. tartar buildup. Protection, marking
One example is Procter & Gamble, the first time that Crest Whitestrips
which launched in March its new has stepped beyond a whitener to
Crest Healthy Radiance Toothpaste actually protecting teeth against
System. Touted as the “first and only daily tartar buildup.
daily paste and weekly strip sys- Lookingtoappealtotime-crunched
tem,” the system is designed to give beauty shoppers, the new strips,
consumers healthy and beautiful which launched in March, are to be
teeth inside and out. used five minutes, every day. Each kit
The system contains daily fluoride contains 38 days of whitening.
Radiant Mint toothpaste and weekly, Remedent, a Belgium-based com-
30-minute session deep clean strips pany specializing in oral care and cos-
metic dentistry products, brought to the United States its iWhite teeth whitening system.
The iWhite light-activated teeth whitening kit introduces light technology in a compact mouthpiece, which is powered by a 3-volt battery that pulses the light into whitening foam strips.
How it works: Place an iWhite foam strip in the mouth tray, put the tray in your mouth, push the button to activate the iWhite light technology and wear it for 20 minutes. Dispose of the foam strip, place a new one and repeat for the lower teeth. The product promises to whiten teeth after 20 minutes a day per arch after five days of consecutive use.
In the second half of 2007, the Listerine brand introduced new Listerine Whitening Quick Dissolving Strips to appeal to those who found previously launched at-home whitening products on the shelf inconvenient.
According to the company, a CONTINUED ON PAGE 130
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