Boticário launches sunscreen model and begins to compete within the R$ 3.5 billion market
- October 20, 2022
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The company created product lines whose main differential is to meet all skin tones
O Apothecary is making its first immersion in the sunscreen industry with the creation of Boti.Sun, brand that comes with four products, two for face protection and two for body protection.
The move marks the company’s entry into a market that moved BRL 3.5 billion in 2021, according to data from consultancy Euromonitor, and the willingness to compete with giants.
Sundown (20.3%), by Johnson & Johnson, Nivea Sun (14.3%), by Beiersdorf, and La Roche-Posay (13.7%), by L’Oréal, Episol (6%), by Hypera , and Neutrogena (5.6%), also from Johnson & Johnson, account for 60% of the segment.
To face the dispute, the company created product lines whose main differential is to meet all skin tones.
“We are very proud to launch a portfolio with a 100% invisible finish formulation, which does not whiten black skin, has a dry touch and controls oiliness”, says Paulo Roseiro, executive director of Beauty categories at Grupo Boticário and responsible for leading the project.
This, in fact, is the brand’s central argument to encourage the daily use of protectors, something that today is not part of the daily lives of most Brazilians. The practice is to use it on more seasonal dates and occasions, such as in summer and at the beach.
What to do to change the habits of Brazilians
A 2019 survey by the Brazilian Society of Dermatology (SBD) revealed that only 23% of Brazilians use the protector as recommended by doctors, daily and regardless of the season.
Behavior that, according to Roseiro, is “closely” associated with the lack of identification with the products that are currently on the shelves.
“With a population that is mostly black or brown, the products available on the market often end up leaving a whitish residue that alters the skin tone or has a texture that makes it difficult to apply sunscreen”, he says.
The Afroconsumption survey, released at the end of 2021 by NielsenIQ, revealed that only 4 companies among the 110 sunscreen manufacturers in Brazil had products for black skin.
How new products arrive
To develop the products, which present solutions that deal with oiliness and photoaging of the skin, the company took 30 months, a period that counts from the conceptualization to the launch this Thursday, 13th. The period is more than double seen in the cosmetics industry, which takes between nine and 12 months.
The explanation, according to the professional, is that it was a longer conceptualization project and that it took more time to analyze the skin types of Brazilians.
Boti.Sun’s prices should be between R$54.90 and R$89.90, but will have around 30% in the launch phase, according to the company. The products can be found on all official O Boticário channels.
To communicate the attributes of the items and encourage the daily use of protectors, the brand will launch an advertising campaign starting this Thursday. The action will also have the support of experts and content creators encouraging new habits.
The company did not disclose the amounts invested in the creation of the new brand.