Sunbum Sunscreen 2024 Preview

Retail Buyers Guide: Sunscreen 2024 Retail Buyer’s Guide
Brand: Sun Bum
Interviewee: International Market Development & Training Manager

Please tell us about your innovations for 2024?
At Sun Bum, we are all about making the experience of protecting yourself from the sun’s harmful effects as pleasant and easy as possible. We understand that people are more likely to protect themselves if they enjoy the process, so we strive to create products that are not only effective but also enjoyable to use. That’s why we’re constantly creating new formulas and application methods. Sort of the pentacle of our new innovation is our SPF 50 face mist. It’s meant to be used every day as part of your morning routine and it’s super sheer and lightweight. In addition, later this year we’ll be introducing our “Signature” line of sunscreen in Europe. This all-mineral, 100% zinc formula is made specifically for action sports. It has best in class water / sweat resistance and is made to withstand anything you throw at it, whether you’re surfing on the equator or hiking some backcountry bowl at 4,000 meters. We made the packaging small enough to fit in your boardshorts or you ski jacket and designed it without any sharp corners to land on. We’ve been personally testing and perfecting this formula for the past 13 years and we couldn’t be more stoked bring it to the other side of the pond.

What are the main ingredients you are using and how do you address sustainability/eco friendliness in your products?
When people think of what sunscreen does, they usually think of the obvious: it protects from the sun, probably smells good, and that’s where it stops. But we spend a lot of time trying to leave your skin better than we found it. Ingredients like aloe vera, witch hazel, and Vitamin E help to reduce inflammation and heal your skin as it protects. We’re also proud to say that all our sunscreen products are compliant with Hawaii’s Act 104 reef law. Sunscreen in Europe is highly regulated, and therefore falls under extremely strict guidelines to guarantee that what you’re putting on your skin is safe and effective. Sustainable packaging poses unique challenges when it comes to stability because we need to ensure that your sunscreen maintains its full level of protection. With that said, we’re excited to say that to date, 100% of our shipping boxes are either SFI and/or FCS certified, and we plan to have 90% of our plastic components contain PCR plastics by 2025.

Please tell us about your marketing campaign for 2024?
Europe is a major focus for 2024. One of the more exciting things to come this year, is that Sun Bum is the official sunscreen sponsor of the soon-to-be-finished Surf Town in Munich. In addition to Surf Town, we will be at Board Masters in the UK, ISPO, Shops First Try, and countless other surf, skate, and snow events across Europe. We’ve also welcomed several new ambassadors to our team including Aurthur Longo, Adrien Toyon, Victoria Vergara, and Tom Morat respectively.

How is your product relevant for the boardsports industry? Do you specifically target action sports clients?
Back when we first started making sunscreen in 2010, we began selling to local surf shops because that’s where we hung out. In fact, my last job before Sun Bum was at a surf shop in the summer and teaching snowboarding in the winter. We actually live this lifestyle and have our entire lives. We feel like it’s one of the things that makes our products so good. We know what works because we really make it for ourselves first, and we’re our own biggest critics.

Why should retailers stock your brand & your latest collection?
We spend a lot of time and effort trying to help keep specialty retail unique. Many of the products we make can only be bought in this channel, and we’re constantly coming up with ways to drive traffic to these stores. If it wasn’t for these shops taking a chance on us in the beginning, I know for certain we wouldn’t be here today. From a specialty retailer perspective, I think it’s also important to consider that not everybody who walks into your shop is looking for a sports-specific sunblock. Though we make an epic one of those (signature), we cater to a much broader customer as well who wants a great-feeling, amazing-smelling sunscreen that they’ll actually enjoy wearing.

What POS are you helping retailers out with?
We have several to choose from: two sizes of floor displays, two countertop displays, and several lip product displays as well. They’re all made of beautiful cabinet quality wood, last a lifetime, and we provided them free of charge.

Key Products:

Signature Line:
Our 100% mineral based Signature sunscreen offers the very best Broad Spectrum protection to those who work and play hard in the sun. It will never bleed into your eyes, make your hands slippery or come off during the most rigorous activities in the water, wind, or blazing hot sun. Available as a face stick (Clear & Tinted), lotion, & lip balm. Hawaiian reef compliant act 104, cruelty free, vegan, gluten free, tested for 4 hours water resistance, PCR packaging

Signature SPF 30 Lip Balm 0.15 oz.

SPF 50 Sunscreen Face Mist:
Our refreshing SPF 50 Sunscreen Face Mist is our daily go-to. Made to deliver sheer, lightweight protection from harmful UV rays, while using calming Witch Hazel to help relieve minor skin irritations and soothe sensitive skin. For all skin types. Hawaiian Reef Compliant Act 104, cruelty free, vegan, gluten free.

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