The Prestige SPFs That Ruled the Summer
As summer draws to a close, the season's big winners in sun protection have emerged.
Data from predictive commerce intelligence platform Daash Intelligence shows that in terms of prestige SPF sales from June through August, Supergoop reigns as the dominant brand in the U.S. market.
More from WWD
Not only does Supergoop count the top stock keeping unit overall with its $38 Unseen Sunscreen SPF 50 — which accounted for roughly 7.2 percent of the category's sales this summer — but it holds three other top-10 product ranks with its Glowscreen SPF, Play Everyday Lotion and Mineral Mattescreen.
The rest of the top player's list indicates an otherwise dynamic landscape.
Innisfree, owned by Laneige parent Amorepacific , holds the number-three spot with its $18 Daily UV Sunscreen Broad Spectrum SPF 50+, followed by Beauty of Joseon's Day Dew Sunscreen at number four, while Tatcha, Merit and Dermalogica are also top-10 players.
"Consumers are gravitating toward both accessible K-beauty and premium, skin care-led formulas that offer benefits beyond sun protection," said Melissa Munnerlyn, cofounder and chief marketing officer of Daash Intelligence. "That's creating a more competitive category where innovation around ingredients, format and price point is becoming increasingly important."
Daash Intelligence reports that prestige SPF sales are predominantly made in-store, though the 22 percent that transact online overindex on K-beauty and viral products. From an actives point of view, chemical sunscreens dominate the list, with just two rank holders — Merit's tinted SPF and Supergoop's Mattescreen — featuring mineral, or physical, UV filters.
In all, the top 10 products account for roughly 26 percent of prestige SPF sales in the U.S.
Best of WWD
Sign up for WWD's Newsletter . For the latest news, follow us on Facebook , Twitter , and Instagram .
