Optimizing the sun protection and consumer acceptance of sunscreens

Previously, suncare products marketers targeted the consumer's demand for a "tanned" body. Later these same consumers demanded a lottery of SPF numbers. The consumer wants a high SPF and more functionally aesthetic product. As formulators and marketers plan for tomorrow's top SPF value, current sunscreens are being designed to safely enhance the outdoor experience. This is a difficult task for the formulator, because the perfect product should be applied once, last all day, and remain unnoticed. The most prevalent form today remains an emulsion product. The oil-in-water emulsion is widely chosen for new sunscreens. However, it is not the traditional vegetable ester and fatty alcohol based emulsifiers that have been used in new water-in-oil sunscreen lines and product launches. Today's water-in-oil sunscreens rely on novel organo-modified silicones that are often combined with natural based polyglycerol esters to develop new product profiles for the consumers.