New Sunscreen Regulations Capture Marketers Attention

  • Jun 17, 2011

Custom branded sunscreen can be a part of any summer promotion

Custom labeled sunscreen products have long been popular in marketing and promotion. As summer finally becomes official, we find more and more companies including sunscreen in their summer promotions. Last week, some new regulations were announced by the FDA, requiring more detailed labeling. Our suppliers are on top of the situation. Here's a quick overview on the changes.

SPF (Sun Protection Factor) ratings have been around since the 1960s, and will remain in place. They measure protection from UVB radiation. UVB is responsible for sunburn. The FDA is now much more concerned about UVA, the rays that have now been shown to cause skin cancer. Sunscreens that offer both kinds of protection are known as Broad Spectrum, and that term will start to appear on products soon.

FDA research has shown that most sunscreen products do not last very long. Many of the claims of water-resistance have been found to be overstated. It will become necessary to state on the label how long an application will last. The FDA will be suspicious of any claims of more than 2 hours effectiveness. It's been suggested that sunscreens should be reapplied after swimming. All of this extra information means that advertising space will be at a premium. We expect that it will lead the way to some creative packaging as these changes take hold.

Broad Spectrum designation will become a highly desired label, and that's good news for marketers. As public health awareness increases, advertisers will certainly want to be associated with the more effective sunscreens. APTCO is working closely with our suppliers to make sure summer promotions are just as effective.


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