Sun protection becomes a category of insider information and status
Trend - As a more scientific skincare product, sun protection has become a category some consumers are not just casually interacting with, but rather self-educating on. This has created a sense of "insider information" and exclusivity that brands can encourage through extravagant launches or limited releases.
Insight - The skincare industry is one that lends itself well to the Prosumerism movement, wherein consumers are not just using the products but hoping to become experts within the category. This is partially due to the pursuit of better products, but there is a social aspect as well; this self-education tends to happen in community-driven online spaces, where knowledge of an exclusive product is a status symbol. Ultimately, this shows that insider knowledge is increasing in value among online communities.
Insight - The skincare industry is one that lends itself well to the Prosumerism movement, wherein consumers are not just using the products but hoping to become experts within the category. This is partially due to the pursuit of better products, but there is a social aspect as well; this self-education tends to happen in community-driven online spaces, where knowledge of an exclusive product is a status symbol. Ultimately, this shows that insider knowledge is increasing in value among online communities.
Workshop Question - How can your brand appeal to consumers seeking insider knowledge?
Trend Themes
1. Prosumerism in Skincare - Consumers are becoming more educated and invested in the products they use, moving beyond casual usage to expert-level knowledge and community sharing.
2. Multi-functional Beauty Products - Products that offer multiple benefits, such as hydration, UV protection, and anti-aging, are gaining popularity among consumers seeking convenience and comprehensive skincare.
3. Active Lifestyle Beauty Solutions - As more people engage in outdoor and sports activities, there is a growing need for skincare products tailored to active lifestyles, offering protection and durability under extreme conditions.
Industry Implications
1. Skincare - The continuous evolution of sun protection products reflects a broader trend towards specialized, scientifically advanced skincare solutions.
2. Sports Equipment and Apparel - Brands are increasingly collaborating to offer integrated solutions that cater to the specific needs of sports enthusiasts, blending functional beauty with athletic gear.
3. Health and Wellness - The intersection of skincare and wellness is becoming more prominent, with products designed to enhance overall skin health and well-being.
