Is The "Black Technology" Sunscreen Really So "Hard Core" In The Hot Season Of Sunscreen Clothes?

The hot sun is scorching the earth, and pedestrians on the street all "cover" themselves tightly, and use various forms to open the strongest "sunscreen mode". A series of factors such as high temperature, sunshine and travel have accelerated the development of the sun protection clothing market.

?? The domestic sunscreen market is "vigorous"

Sunscreen seems to be one of the important conjunctions of summer. With the increasing awareness of sunscreen among consumers, the development of sunscreen market is still expanding. In addition to the common sunscreen, sunshade, sunshade hat, sunscreen clothing, sunscreen mask, sunscreen ice sleeve, sunscreen leg cover, sunscreen robe and other products are gradually becoming the necessary sunscreen products for many consumers. Among them, sunscreen clothing has become one of the recommended and concerned sunscreen equipment this year.

From the data of magic mirror market intelligence monitoring, in the past five years, the size of Tmall Taobao sun protection clothing market has expanded year by year, with sales and sales showing a growth trend, while the average price of goods has also increased. With the increasing attention of consumers to skin health and sunscreen, the demand for sunscreen clothing shows a trend of rapid growth, rising steadily in the clothing market. From the previous sales data, it can be seen that the growth potential of sunscreen clothing is very prominent, and it has both functions and fashion. We can also see from the brand dynamics that Bosiden, Camel and other brands have begun to choose to expand the distribution of sunscreen clothing market. It can be said that the prospect of the sun protection clothing market is very optimistic.

In the future, with the further intensification of competition in the sun protection clothing market, consumers will have more stringent requirements for products. In addition to the increasingly diversified application scenarios of sunscreen clothing, consumers' demand for high-quality, high-performance sunscreen clothing will continue to increase. From the sales data of Tmall Taobao from January to May 2023, the year-on-year growth rate of sunscreen clothing above 300 yuan is as high as 418%. Representative brands such as Bosiden and Anta have won consumers' favor through their sunscreen functions and the introduction of high priced sunscreen clothing. Therefore, the innovation and differentiation of brands will become the key to maintain competitiveness. Brands will compete for consumers' attention and market share through innovative design, high-quality materials and functional features.

?? "Black technology" sunscreen clothes frequently appear in the market

We have noticed that there are various types of sunscreen products on some e-commerce platforms, with rich colors and styles, and the price ranges from tens to thousands of yuan. And many of them have labeled their products with various labels such as "hyaluronic acid moisturizing", "mosquito repellent", "bacteriostatic", "nanometer sunscreen fiber", "xylitol", etc.

Some businesses even claim that "the fabric contains hyaluronic acid, which has a moisturizing effect", or that hyaluronic acid sunscreen clothes can achieve the effects of "moisturizing and sunscreen in one", "internal moisturizing and external sunscreen", "friction with the skin, and the sense of moisture reaches to the bottom of the skin". Another merchant wrote in the shop's slogan that "the product uses xylitol cool feeling yarn, and the upper body can immediately feel 'cool by 5 degrees Celsius'" "mosquito repellent and sunscreen clothing, and the actually measured rate of avoidance in mosquito prevention reaches 97%"... Behind the various slogans is the price of hundreds of thousands of yuan. In order to attract consumers better and faster, businesses seem to be desperately trying to find new selling points in the innovation of sunscreen fabrics.

Because consumers' understanding of "black technology" related to sunscreen clothing fabrics is not comprehensive, and consumers themselves cannot conduct professional tests, coupled with the lack of intuitive evaluation criteria, people's evaluation of the efficacy of wearable sunscreen products is still focused on the aspect of touch, It is mainly aimed at whether the fabric can reach "smooth to the touch", "soft to the fabric", "thin to the fabric", "cold to the touch", etc. It is difficult for consumers to give an accurate and positive confirmation of the actual sunscreen effect. In other aspects, "I didn't realize the point of reducing body temperature", "I don't know whether to prevent sunscreen or not, and there is no professional evaluation tool." For the brand of Jiaoxia, several sunscreen clothes with high sales volume also had consumer messages saying that although the clothing fabric is cold, it is considered that "the price fluctuation is too large".

?? Scientific parameters are the primary purpose of purchasing sunscreen clothes

Exaggerated advertising slogans, bloggers' "fancy" Amway, and consumers' excessive pursuit of fair skin have unconsciously generated "sunscreen anxiety". The Chinese journal of popular science suggests that excessive sunscreen will affect the ultraviolet ray to promote the synthesis of vitamin D, which may induce osteoporosis.

When we choose sunscreen products, the most important thing is to pay attention to the parameters. On the premise that the sunscreen function of the product is qualified, the lightweight, breathable, and fashionable sunscreen clothes can attract more consumers. It is not scientific and rigorous to hope to wear sunscreen clothes to whiten and replenish water.

The Beijing Consumer Association issued a reminder that when consumers choose sunscreen products, their primary concern is the sunscreen effect of the products, and there are two marks to judge the sunscreen effect, one is the SPF value, the other is the PA level. The SPF value is called the solar protection coefficient, which is the evaluation of the UVB (medium wave ultraviolet) protection effect. The corresponding value is the PFA value, which reflects the product's UVA (long wave ultraviolet) protection effect, and is usually marked with the PA grade corresponding to its value.

When purchasing sunscreen products, check whether the content of the product label is complete and standardized. Sunscreen cosmetics belong to special purpose cosmetics in China. The product label must have the approval number of special purpose cosmetics, and indicate the SPF value and PA protection level. In general, the higher the SPF value and PA protection level, the better the sunscreen effect, but at the same time, the greater the irritation, the more unsafe factors. Therefore, consumers should choose sunscreen products with appropriate protection intensity according to the sunlight exposure.

When purchasing sunscreen products, you should also understand the shelf life of sunscreen labels. The shelf life of sunscreen label is generally marked in the following two ways: 1) production date and shelf life; 2) Production batch number and limited use date.

(Source: Xinhuanet)