Most people would say that the target market for sunscreen is people who spend a lot of time in the sun and who need to protect their skin from the harmful effects of the sun’s UV rays.
This includes athletes, outdoor workers, and people spending time at the beach or an outdoor pool.
However, did you know that sometimes even those who work indoors all day may need to wear sunscreen too?
If you’re thinking of selling sunscreen, perhaps through your store or online, it is important to think about who your target market is going to be.
In this article, we will discuss the target market for sunscreen and the different ways in which you can reach them!
Segmentation of The Target Market for Sunscreen
One of the best ways to understand the target market for sunscreen is to understand the reasons why people need and use the product. Not everyone needs sunscreen. And most people who need it do not need it all the time.
So by focusing on when people need sunscreen and why they buy and use it when they need it, we can begin to gain deeper insights into the different segments of this market.
Such a needs-based analysis gives us the following segments of the target market for sunscreen:
- People who work outdoors in the sun
- People with skin that is over-sensitive to the sun
- People who want to avoid getting a sunburn
- People heading on vacation
- People going to the beach
- People who live in sunny climates
- Children (they are in a category of their own)
Let’s look closely at each of these market segments and their need for sunscreen.
1. People who work outdoors in the sun
People who do outdoor jobs and spend considerable time in the sun are a prime target market for sunscreen. These are people who are most at risk of developing skin cancer and other problems from exposure to the sun’s UV rays.
The irony is that many of these people do not think they need to wear sunscreen because they are used to being in the sun. Unfortunately, being used to spending time in the sun does not protect someone from the sun’s harmful radiation.
Another group of people who fall in this category is athletes. Athletes often train outdoors and their skin is exposed to the sun for long periods of time, making them susceptible to sun damage.
If you’re selling sunscreen to athletes, you’ll want to make sure that the products you’re carrying do not interfere with their performance. For example, some sunscreens can cause sweating and irritation, which can be a problem for athletes.
2. People with skin that is over-sensitive to the sun
We all have skin that is sensitive to the sun. That’s normal and that is why people get tans or develop skin problems like skin cancer.
But some people are over-sensitive to the sun and therefore these are another target market for sunscreen.
In some cases, people are simply born with photosensitive skin. Others, on the other hand, may have developed conditions like lupus. Yet others may be taking medications that make their skin more sensitive to the sun.
Some of these factors could be linked to sun allergy where the skin becomes red and starts to itch after sustained exposure to sunlight. If you’d like to read more on this, here’s some information on sun allergies from the Mayo Clinic.
People who have skin that is over-sensitive to the sun may also have eyes that are sensitive to the sun. This makes them a market for sunglasses just as much as for sunscreen.
3. People who want to avoid getting a sunburn
One of the simplest reasons why people use sunscreen is to avoid getting a sunburn.
Sunburn is when the skin gets damaged from too much exposure to the sun. The skin turns red and feels hot and painful to touch. In extreme cases, the skin can blister and peel.
Sunburns are not only painful, but they also increase the risk of developing skin cancer.
So, to minimize the risk of getting a sunburn, wearing sunscreen is a must.
4. People heading on vacation
A classic target market for sunscreen are people heading out on vacation, especially somewhere in the sun like a tropical country or the beach.
People heading to the mountains for a winter vacation are also included in this target market as are those who hike in the mountains in summer. The same goes for people going camping.
Many people have sunscreen in the house and may not have a need to buy it. But those living in colder countries may actually not have any. And one of the many things they will shop for before their trip is sunscreen.
Vacationers are also more likely to buy higher SPF sunscreens to make sure they are well protected from the sun.
5. People going to the beach
Beach-goers are another target market for sunscreen. Whether people are in the previously discussed segment and going on a beach vacation or they live by the beach and go there regularly, they will want to have sunscreen.
This is one of the reasons why it is so customary to find sunscreen being sold at stores near beaches.
This segment of the market is also great for upsells. You could sell them sunglasses for instance. They could also be interested in hats that protect their face and neck from direct sunlight.
6. People who live in sunny climates
People who live in sunny climates with intensely bright sunshine tend to need sunscreen even if they spend short amounts of time outdoors.
For them, sunscreen is not just a summer product but an everyday necessity to protect their skin from the sun’s harmful UV rays.
If you live in such a place or are thinking of selling sunscreen to people who do, then you need to ensure that your product is able to provide them with the high level of protection they need on a daily basis.
7. Children
Children are a segment of the target market for sunscreen that needs to be considered separately from the others. This is because their skin is more sensitive than that of adults and they are also more likely to play outdoors for long periods of time.
Children also don’t realize they are getting sun burnt until it is too late. And so they need plenty of sunscreen with a high SPF from a sunscreen product that is made specifically for children.
When it comes to buying sunscreen for their kids, parents are usually willing to spend more money to get a good quality product. So, if you have a store and you carry sunscreen for children, you can consider charging higher markups for it.
You may also consider selling sunglasses because parents will want to buy sunglasses for their children.
Conclusion
The target market for sunscreen includes anyone who has a risk of skin damage from over-exposure to the sun.
This includes people who work outdoors in the sun like workers, farmers, and even athletes who train outdoors. Similarly, people with sensitive skin or simply those who want to avoid getting sunburnt also use sunscreen.
Other markets for this product include those going on vacation or the to the beach. People who live in sunny climates need sunscreen all year long.
And finally, children are in a category of their own because when it comes to skincare and protection from the sun they have special needs that are different from those of adults.
