How Edgewell’s Sun Care Team is Making Sun Care Products That Are Effective and Resonate
At Edgewell, we believe that sun protection is more than just a seasonal concern—it's a vital part of everyday skin health. Our sun care brands are built on a foundation of meeting the diverse needs of today’s consumers while also delivering efficacy and protection against the sun’s harmful rays. In addition, we know that the most impactful products are those that people love and choose to use consistently to protect their skin.
That’s why, as we begin sun season in North America, we’re putting the spotlight on our Sun brands with Vero Mura, SVP and General Manager of our Skin, Sun and Fem Care brands and Sam Vona, VP of Chemical Research & Development. In this Q&A, they dive into everything from how Edgewell is committed to making sun protection more accessible and more appealing with a wide range of formats and functions. As well as the importance of innovative marketing and crafting campaigns that resonate.
Q: May is Skin Cancer Awareness month and since Edgewell is a major retailer of sun care products across the globe, can you speak to the importance of sun care?
Vero: Absolutely! Did you know that 51% of consumers reported they were more likely to say they feel “joy”, when they’re in the sun1? It’s one of the reasons why we’re so dedicated to making sure consumers can stay safe while enjoying themselves outdoors. Banana Boat and Hawaiian Tropic have been providing sun care for 40 and 50 years, respectively, and provide products that meets consumer’s needs. Whether they’re at a sporting event outdoors, looking to catching a glow on vacation, or just spending more time outside during their day-to-day activities. A big part of this is making sure that our products are accessible. Currently, we’re proud to sell our Sun Care products in stores across the globe and in many different formats. Whether it’s a spray, lotion or stick, we want to make sure that our products are designed with one idea in mind: to help you and yours enjoy every moment while staying protected from the sun.
Q: How is Banana Boat and/or Hawaiian Tropic working to reach new audiences and expand its presence?
Vero: You can always find our products in most major retailers, but our teams are always looking to partner with and expand our network and presence. Recently in North America, we’re very excited to share that Banana Boat has joined forces with MLB and Little League International to be the proud partner for the season. We know that outdoor sports events like the iconic MLB games, are a huge part of people’s lives during the seasons when the sun is out in full force. This partnership will help bring skin care and protection to the forefront, and help consumers enjoy everything that the sun season has to offer!
Hawaiian Tropic also recently launched its boldest campaign yet and partnered with social media mega-star, Alix Earle, who we know will inspire consumers to get that even, sun-kissed glow with our line-up of impressive products. With her large base of followers, the brand is making sure that all audiences know and feel that sun care is not only important for skin protection, but it can also add to their lifestyle in a fun and captivating way. We know how important sun safety is and we’re dedicated to that, working to integrate it into everything from a backyard pool day to a sun-soaked afternoon at a baseball game.
Q: How are Banana Boat and Hawaiian Tropic continuing to keep safety from the sun, as a priority?
Sam: In addition to developing products which people like to use, we have a principle-led approach to ingredient selection where we carefully select ingredients and only formulate products that meet, or exceed standards for safety, effectiveness and quality around the world. We follow EPC principles based on scientific definitions for the safe use of ingredients and standards from major regulatory agencies around the world, so you can feel confident and trust in our products. Validated third party test labs, dermatologists, and sunscreen users all have a voice into our development and innovation process.
Vero: From a brand perspective, we are continuing to focus on the consumer– whether that’s formulating some of our product offerings to function as an everyday item found in their skincare routines, or if they want to see product in a new retailer. We’re constantly working to listen and stay in tune with consumers to deliver on their demands. Additionally, our marketing teams work hard to identify partnerships and campaigns that are relevant to our consumers and make them feel seen. When consumers identify with our brands’ campaigns, sun care becomes more top of mind which hopefully will translate into more people protecting their skin from the sun.
Q: Understanding that Sun Safety is a top priority, how does the team approach product innovation?
Sam: Many dermatologists, skin cancer experts and public health organizations say that the best sunscreen is the one that you will actually use, regularly. To that end, we continuously work to understand the best user experiences for applying sunscreen, how sunscreens feel during application, and how they feel once applied. Because of our relentless pursuit for optimizing the experience, our sunscreens are designed to apply easily and feel great so that all kinds of people will be able to find one of our products as just the right sunscreen for them, and one that they’ll want to use.
Q: From your perspective how has Banana Boat and Hawaiian Tropic evolved over the recent past to both better serve the consumer while keeping sun protection always in mind?
Sam: Last summer we introduced Banana Boat 360 Coverage in both Sport and Kids options. The revolutionary spray, a refillable bottle made without propellants, gives you terrific control and the ability to touch up and over small spots as well as cover larger areas with one spray/motion. This summer Banana Boat introduces its Mineral SPF 50 lotion. The new Zinc Oxide formula gives amazing application and skin feel in a mineral lotion offering. Finally, this summer Hawaiian Tropic introduced two SPF 30 Lip balms with 80 min water resistance and 12-hour moisturization in beautiful island inspired flavors.
1Source: OnePulse survey of 250 Health and Beauty brand primary shoppers 2024