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DSM in Personal Care

DSM’s new sun care formulations: a ray of light for social media-loving Millennials

In 2017, social media use was estimated at an average of 2.25 hours per day.[1] Facebook counts 1.4 billion daily active users, while 95 million pictures and videos are posted to Instagram in any 24-hour period.[2]  In this age of the selfie, image is king. But it does have a stressful downside, with increased pressure on image-conscious Millennials to look camera-ready 24/7 and to give followers a glimpse into their exciting, busy lives.
DSM sunscreen formulations millennials

While “sun-kissed and active” or “pale and mysterious” may be desirable looks for these photos, sunburn never is. Digitally-savvy Millennials are well-aware of the importance of sun protection.[3] This presents an excellent opportunity for cosmetics producers, so we surveyed more than 1,000 people from 8 countries in the 18-29 age bracket. Our aim? To learn about Millennials’ expectations of sunscreen and transform this into holistic sun care concepts featuring sun care formulations specifically for them.

No beach, no sunscreen?

We found that a larger proportion of this generation use sunscreen compared to the overall population (83% vs. 74% respectively), but only 27% reapply it throughout the day.  Our survey also revealed that most Millennials only associate sun protection with the beach. What’s more, their reluctance to constantly carry bulky sun care products with them means they often go unprotected.

DSM believes that Millennials are not using sunscreen as regularly as they need to because at present there are no specific products on the market specifically targeting their needs. So what would sun care products have to deliver to encourage Millennials to change their habits?

Texture, convenience and easy application – a sun care trend

DSM has identified three main wishes: a non-greasy, non-oily texture; a convenient, easy-to-carry format; and a sun care formulation that can be applied easily without messing with beauty regimes.

In response to these findings, we have complemented our sunscreen formulations with three new hybrid products- delivering additional skin care benefits beside sun protection: High Glide Moisturizing Sun Essence SPF 30, a lightweight, non-greasy and non-oily high-glide formulation for no-stress application; Total Protection into the Blue SPF 50, a moisturizing product and blue light sun care formulation with a very high SPF factor; and No FOMO Sun Stick SPF 50+, which features an opaque stick to reach key regions of the face, including around the eyes, nose and mouth.

DSM’s stress-free, new sun care formulations for Millennials aim to cover all bases and offer sun protection anywhere, all year round. And because our products are hybrid formulations, Millennials can stay moisturized, start to protect their skin against the first visible signs of ageing, screen out blue light or blur skin imperfections too!