We’re in a new year, and it’s time for brands to take a serious look into where they put their R&D focus over the next year. The luxury Cosmetics industry, and in this case, the Sun Care sector, will grow tremendously this year. We’ve discussed need states before in our blog about Luxury Lipstick need states, but we wanted to also dig into the data for sun care products as well.
So, Our team here at Simporter used our White Space AI tool to analyze 24 luxury sun care need states to forecast trends in 2023. Need states are product claims that motivate consumers to purchase, so brands must stay on top of these shifting trends to avoid missteps in their product marketing efforts.
Let’s get right into the data.
Blemishes
First on our list for predicted need state winners in 2023 are products that are categorized to focus on Blemishes. With a current 0.28 percent share of voice, we’re anticipating an explosive growth rate of 1,552.71 percent in 2023.
Consumers want to address the ongoing struggle of being blemish-free. As a result, they want products that focus and highlight that they’ll reduce the severity of Blemishes from sun exposure and damage.
Luxury brands like Lancôme may want to adjust their overall product marketing strategies and focus more on lines like this Rénergie Lift Multi-Action Day Cream with SPF 15 – All Skin Types instead.
Full Coverage
Full Coverage products like this Designer Lift Smoothing Firming Full Coverage Foundation with SPF 20 from Georgio Armani are also expected to skyrocket in performance this year. Full Coverage currently holds a 0.49 percent share of voice and is expected to see a remarkable 912.17 percent growth rate next year.
Consumers are looking for products that address a broad spectrum of their sun care needs, so it makes sense that Full Coverage products specifically would see an uptick in popularity for 2023. Many brands like Kylie and her team over at Kylie Cosmetics, for example, barely have SPF or sun care products highlighted throughout their site (only this one when searching for the term “SPF”) and could benefit from taking notice of upward trends.
Premium
It shouldn’t be too big of a surprise that consumers want to use the highest quality products possible on their skin, especially when it comes to protecting themselves from harmful UV rays and the sun. So, Premium — 0.21 percent share of voice — sits third on our list with an expected growth rate of 452.17 percent over the next year.
Luxury brands like Fenty Beauty would benefit tremendously from rebranding products such as this sunscreen with a “Premium” label. People are looking for Premium products, so why not give them what they’re asking for?
Professional
As we return to work and regular pre-pandemic routines (sort of…), our AI predicts that products branded as Professional (0.13 percent share of voice) will see an uptick in engagement this year, with a project growth rate of 352.17 percent in 2023. Sun care product users want to make sure their products fit a specific look, feel, and quality. The more Professional, the better.
Super Soft
We all know that feeling after a long summer day at the beach — dry skin, chapped lips, slightly sunburnt, sandy, and wet. When you need relief, there’s nothing worse than needing a cooling, gentle, and super soft-feeling aloe or lotion and not having access to it. So, naturally, Super Soft is 5th on our list.
Currently holding a 0.17 percent share of voice, our White Space tool predicts a 252.17 percent growth rate this year for this need state. Super Soft products like this Soothing After Sun Balm from Clarins should be ultra-successful this year compared to products that don’t highlight or emphasize how smooth or soft applying them to the skin can feel.
Healing
Other brands should pay attention to what companies like Mario Badescu are doing with their branding — they know what they’re doing when it comes to trending need states in 2023. They’ve already been offering this Healing and Soothing Mask and are likely going to sell plenty more of them over the next year based on our projections.
Why? Products branded as Healing, which currently possess a 0.73 percent share of voice, should see a large jump of 177.17 percent in growth rate this year. Consumers want to feel that their Sun Care products are not only going to address the need states we’ve already covered but want to also know there’s a therapeutic and Healing element to their product selection, too.
Waterproof
Waterproof sun care products (0.24 percent share of voice) being on this list makes a ton of sense, considering we spend a significant amount of time in the sun when spending our days at the pool or beach. Consumers look for SPF-heavy, waterproof sun care products that can be used while actively swimming or in a hot environment that may cause them to sweat.
Products like Shiseido’s Sports HydroBB SPF 50 Foundation should perform relatively well compared to non-Waterproof options, as our AI predicts a monster year with a 252.17 percent growth rate. If there’s a seamless way to weave Waterproof into your product lineup, this is the year to make it happen.
Dark Spots
Nobody wants to see dark spots appear on their skin after spending time out in the sun. So, Dark Spots take up our last spot on the predicted winners’ list with a 0.55 percent share of voice and a 209.31 percent expected growth rate.
Brands like Dr. Barbara Strum offer products that could perform very well this year, like this serum. Offerings that directly address the needs of consumers looking for an easy way to minimize Dark Spots will rise above the rest of the competition to take over in 2023.
Your Brand Needs to Pay Attention to Need States
It’s challenging to stay on top of what consumers want and need annually, but the brands that can do it the best will likely come out on top here in 2023. If you can help your customers avoid Blemishes and Dark Spots by providing Full Coverage, Premium, Healing, and Waterproof products, you’ll see an increase in sales and brand loyalty over the next year.
For more insights on luxury cosmetics trends, check out our recent webinar here. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
