Soak in New Beauty Insights: 4 Key Findings From Sunscreen Reviews

As sunscreen sales continue to surge in 2024, with over one-third of consumers said to use it daily, the competition in the suncare market has never been fiercer. With consumers more discerning than ever, companies are under pressure to deliver not only effective sun protection but also products that cater to a wide array of skin types and personal preferences.

This blog post provides a comprehensive recap of the sunscreen category in 2024, drawing on valuable insights from Voice of the Customer (VoC) data. We’re spotlighting four key findings from our latest report, available for free upon request. Whether you're a skincare researcher or a product manager, this is your go-to guide to understanding current consumer trends—what makes an ingredient shine and where there's still room for improvement.

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4 Key Findings of Wonderflow's Sunscreen Review Analysis

To summarize the scope of our analysis, using our own advanced technology, we extracted insights from over 44,000 sunscreen product reviews, all sourced from major channels like Macy’s, Ulta, Sephora, and Amazon. Products by Shiseido, Supergoop, Coola, La Roche-Posay, and Glow Recipe, just to name a few, were analyzed and compared.

In the report, we broke down which specific feedback topic trends are popular and where there's room for growth regarding common customer complaints. Here are our four key findings that shine the brightest:

Finding #1: Address the needs of an overlooked group in skincare - seniors

Our customer feedback analysis has revealed a significant gap in satisfaction levels among different age groups. Consumers aged 55 and above report notably lower satisfaction with current Suncare offerings, with average ratings falling below 4.3 stars.

This demographic, which faces unique skincare challenges, is signaling a demand for products better suited to their needs, such as enhanced hydration and gentler formulas for mature skin. In contrast, adults aged 25-54 give rave reviews, with average ratings reaching 4.5 stars. Brands have a golden opportunity to cater to seniors by developing specialized products that address their skincare concerns, capturing a market segment eager for tailored solutions.

Finding #2: Sunscreen oiliness is a reoccurring challenge for those with oily skin

Finding the perfect sunscreen is often a challenge for consumers with oily skin. Our findings reveal that when a product exacerbates oiliness, it quickly becomes a dealbreaker, leading to low ratings. Oiliness is a recurring pain point, especially for those who experience shine after application.

Preview of our Sunscreen VoC Category Report

This is a clear call for brands to prioritize lightweight, non-greasy formulas that offer sun protection without contributing to excess oil. By addressing this issue, brands can win over loyal customers who have struggled to find a product that works for their skin type.

Finding #3: Consumers with darker skin tones often complain of 'white residues'

Inclusivity in beauty is not just a trend; it’s a must. While overall satisfaction with suncare products is high across different skin tones, women with darker skin often face a significant issue: the white residue left by many sunscreens.

The white cast isn’t just an inconvenience for this group—it’s a major turn-off, with ratings dropping below 3 stars. This highlights the urgent need for brands to formulate or introduce products that cater to all skin tones, ensuring protection without compromising appearance. Brands that prioritize inclusivity will not only meet consumer demands but also stand out in a crowded marketplace.

Finding #4: 'Fragrance-Free' is an untapped skincare topic for marketers to highlight

As personalization shapes consumer expectations, the demand for fragrance-free suncare products is rising. While more fragrance-free options are available, consumers call for even greater choice. Many customers express a preference for fragrance-free formulations, particularly when they otherwise love a product but dislike its scent.

Preview of our Sunscreen VoC Category Report

This presents a significant opportunity for brands to expand their fragrance-free offerings, catering to consumers with sensitive skin or simply prefer a neutral experience. By filling this gap, brands can attract a wider audience and foster stronger customer loyalty.

Conclusion & Key Tips for Sunscreen Brands

As professionals in the skincare industry, you know the value of data-driven decision-making. The insights from customer reviews in the suncare category provide a roadmap for improving product offerings and marketing strategies. Here’s how you can leverage these findings to make a lasting impact:

1. Really personalize your marketing campaigns for target audiences

• Seniors: Highlight moisturizing and gentle products designed for mature skin, focusing on comfort, nourishment, and effective sun protection.
• Women with Darker Skin Tones: Showcase your inclusive formulations that eliminate white residue, emphasizing a flawless, invisible finish for all skin tones.
• Fragrance-Sensitive Consumers: Promote fragrance-free options that cater to consumers seeking neutral, scent-free suncare without compromising sun protection.

2. Highlight Consumer-Centric Innovation

• Oil Control: Market products specifically designed to prevent oiliness, using real testimonials or case studies from satisfied customers.
• Residue-Free Formulations: Leverage before-and-after visuals or influencer endorsements to demonstrate how your products avoid white residue, especially on darker skin tones.
• Non-Irritating Ingredients: Promote your commitment to gentle, non-irritating formulas for sensitive skin, backed by user reviews or dermatologist endorsements.

Final WordsAs competition in the suncare market heats up, understanding consumer feedback is more critical than ever. The key to success lies in addressing the unique needs of overlooked demographics, tackling common pain points like oiliness and white residue, and offering personalized solutions that resonate with diverse audiences.

By leveraging the insights from over 44,000 reviews, brands can tailor their strategies to meet evolving consumer demands, from seniors seeking gentler products to fragrance-sensitive consumers craving more options. Ready for deeper insights? Request our free Sunscreen VoC Category Report to unlock actionable strategies to boost your ROI.