As alarming statistics reveal that one in five Americans will develop skin cancer by the age of 70, and over two people die of skin cancer in the U.S. every hour, retailers are joining forces to raise awareness about the importance of daily sun protection. The result is “Sun Responsibly,” an unbranded campaign supported by retailers, including Ulta Beauty, CVS, Walgreens, Meijer and Hy-Vee, to combat sun care myths and promote sun-safe habits.
- Tracy Bliss, former head of beauty at H-E-B, has been a vocal advocate for the campaign, urging retailers to unite to amplify the importance of daily sun protection.
- The campaign was launched at the American Academy of Dermatology’s (AAD) Annual Meeting and is now rolling out to social media sites, retailers’ stores, and various touchpoints from The Skin Cancer Foundation.
- Key Retailer Partners
- Ulta Beauty
- CVS
- Walgreens
- Meijer
- Hy-Vee
The campaign is considered the first of its kind where retailers, even competitors, join forces to spread the word. “Sun Responsibly” aims to educate consumers about the importance of daily sun protection, dispelling common myths and misconceptions about sun care.
“At L’Oréal Dermatological Beauty, we’re driven by a powerful mission: to pioneer sustainable and life-changing dermatological solutions for all. A key part of this commitment is developing innovative, cosmetically elegant photoprotection formulations that people love to use every day, ensuring consistent sun safety and contributing to skin cancer prevention,” said Damien Favre, president, L’Oréal Dermatological Beauty, L’Oréal USA.
Gina Daley, assistant vice president integrated health at L’Oréal Dermatological Beauty, emphasized the importance of collaborating with dermatologists and retailers to ensure expert skin health guidance is readily available to all. “The U.S. healthcare system spends $8.9 billion per year treating skin cancer, but we still need supplemental channels to promote the importance of daily sun protection.”
- Examples of Misleading Information
- Deborah S. Sarnoff, MD and president of The Skin Cancer Foundation highlighted common myths, including:
- Homemade sunscreen with coconut oil
- Tanning beds as safer than sun exposure
- Sunscreen causes cancer
Scott Emerson, founder of the Emerson Group praised the power of collective voices. “This initiative brings a unified communication to the consumer, allowing for less confusion and better understanding of product claims.”
Ulta Beauty and CVS have committed to partnering with the Sun Care Consortium to elevate the importance of daily sun protection and drive meaningful change in their guests’ lives. Penny Coy, Ulta Beauty’s senior vice president, merchandising, skin care, body care, hair care and wellness, stated, “Partnering with the Sun Care Consortium allows us to work alongside industry leaders, dermatologists, and fellow retailers to elevate the importance of daily sun protection and drive meaningful change in our guests’ lives.”
Carolina Howski, senior director, divisional merchandise manager, beauty at Walgreens, shared that the retailer will have displays in stores highlighting key research-backed insights and efficacious SPF solutions from La Roche-Posay to reinforce the importance of daily sun protection. “And, as always, we’ll continue to educate and collaborate with our beauty advisors to provide guidance and product recommendations that make SPF a seamless part of every guests’ beauty routine,” she said.
Heather Woolery-Lloyd, MD, board-certified dermatologist and founder, DermFriends, emphasized the importance of dispelling myths about sun care. “These myths are harmful and make the “Sun Responsibly” campaign all the more important,” she said. “There appears to be a growing skepticism towards medical professionals, including dermatologists, resulting in an overly cautious view of sun exposure in some circles. Our campaign seeks to clarify this misconception, reinforcing the idea that sun exposure can be safe when approached responsibly.”
Mamina Turegano, MD, FAAD, highlighted the potential impact of the campaign on skin cancer prevention. “More people are diagnosed with skin cancer each year than any other cancer, and most skin cancers are preventable. With that being said, spending time outdoors provides many health benefits. The goal of this campaign is to encourage people to enjoy the benefits of the outdoors in a responsible way that’s good for their overall health – internal and external,” she said.
A Growing Market for Sun Care
The U.S. sun care and skin protection market is expected to grow by 6.7% from 2024 to 2029, with mass market sun care sales reaching $2.5 billion in 2024. Prestige sales jumped 11% to $539.3 million. Retailers said that education surrounding consistent and year-round usage can propel sales.
According to Circana, mass market sun care sales hit $2.5 billion in 2024, up 3% over the year before; prestige sales jumped 11% to $539.3 million. The U.S. Retailers said that education surrounding consistent and year-round usage can propel sales.
- Category Performance
- Mass Market Sun Care Sales
- $2.5 billion (2024)
- 3% growth over the previous year
- Prestige Sales
- $539.3 million
- 11% growth over the previous year
- U.S. Sun Care and Skin Protection Market
- Expected to grow by 6.7% from 2024 to 2029
About the Dermatology and Retail Alliance (DRA)
The Dermatology and Retail Alliance (DRA) is a network of merchants and board-certified dermatologists dedicated to breaking down barriers and expanding access to expert skin health solutions.
