Challenging the norm in sun protection

. Its flexibility and broad compatibility enable the integration of sun protection into skin care and cosmetic products that offer the added benefits, ultimate protection and appealing textures sought by consumers all over the world. 

Adequate sun protection not only prevents premature skin ageing with its associated fine lines and wrinkles: it also offers vital protection against the UV radiation that can lead to skin cancer. Happily, today’s UV filters have the capacity to protect even the most sensitive skin against high levels of UV radiation. Yet surveys reveal that people are reluctant to apply sunscreen often enough and in sufficient amounts to ensure proper protection. At DSM, consumer insight researchers have been carrying out in-depth investigations to establish the reasons for this.

This research starts by asking What? and Why?, followed by What Next? To begin with, researchers ask consumers in different regions of the world about their sun care beliefs, behaviours and needs. They subsequently analyse this information to gain a deeper understanding of the nature of perceived problems. It then goes on to create solutions that provide tangible benefits, meet identified consumer needs and give its customers that all-important competitive advantage.