Spring Break is a big deal for Florida and MTV, but sunscreen marketers thrive instead on the constant reminders of nervous parents: “Don’t go out without it.” The more kids and the more suburban the family, the more sunscreen in the linen closet. Heavy latherers are a well-heeled lot, with both parents likely working professional/managerial jobs, earning more than $75,000, and finding time to play soccer chauffeur and high-school sports fan. That is, until they go on vacation – which is likely a family getaway to the beach, the mountains, or – you guessed it – Disney World.
That’s the sunscreen-consumer profile synthesized by Spectra Marketing, Chicago, using ACNielsen, MRI, and Simmons data. If you’re promoting to these consumers, focus on the family and the outdoors. And don’t forget to keep it young, hip, and high-tech.
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