The ideas of the real life of a combined skin user reveal key pains key and opportunities for format innovation.
In episode seven or Street Talk: Sun CareWe listen to BoatA consumer with Sensitive combination and skin. Its solar care behavior reflects a recurring trend among informed but disconnected users: Consciousness is high, but adoption is conditional, especially when it comes to re -apply. Your sincere comment stands out how Sensory expectations, product texture and convenience Use of significant impact SPF, partularly beyond the initial morning application.
Daily use versus reapplication: the behavior gap
Kitty includes SPF in it Morning skin care routineBut rarely goes beyond that:
- Apply SPF to her face and shoulders If it is exposed
- Omits your legs and Rarely apply Through the day
- Recognize that this “is not great”, but emphasizes product sensation Like the main barrier
“I don’t like the feeling of re -apply … I don’t want to feel it on my skin.”
This gap between Intention and action Reflects a broader pattern seen in combined/sensitive users of the skin, where COSMETIC COMPATIBILITY AND COMPATIBILITY Overcome the usual compliance.
SPF selection: minimum medium range comprehension
- Opt for SPF 30 As a safe “point”, with There is no strong justification Behind your choice
- Indicators Limited understanding or SPF differentiationSuggestion room for a clearer education in the package
“I go for SPF 30 … I feel that he is a child or in the middle of the upper and lower part.”
Texture, sensation and format: decisive factors
Kitty product expectations are precise and instructive:
- Without fragrances: Essential due to sensitive skin
- Non -ingredient non -lentineer: It must “sink” and leave No waste
- Avoid placement: He does not like to re -apply to the existing product or makeup
- Open to new formats: Shows interest in Spf spr Promoted by discovery on platforms like Tiktok
“I’ve seen some aerosols in my feed, I could try one. A spray would be fine.”
What this means for brands
Kitty’s experience exposes a strategic opportunity: consumers do not oppose SPF, they oppose The discomfort of reapplication.
Key products innovation signals:
- Invisible and dry reapplication formats (For example, facial mists, sprayed in the United States with benefits for skin care)
- Non -disruptive placement: SPFS that can be re -applied on makeup or skin care without piloting or shining
- Clearer SPF education To admit reported product options among younger or uncertain users
- Social Discovery Strategies: Take advantage of platforms shortly as Tiktok, where SPF inspiration is getting more and more
Carry
Kitty repeats a growing segment of Consumers with cosmeticly conscious aversion but replication. Brands that can Reduce friction in the use of mid -day SPF – Through the innovation of the format, the upper texture and the intuitive desireability, they will take advantage of an unsatisfied need in the types of sensitive and combined skin.
