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Millennials – roughly defined as 18 to 34 year olds – are more concerned about sun damage and the negative implications it can have on exposed, unprotected skin compared with older generations. According to GlobalData’s 2017 consumer research, 73% of millennials are concerned about sun damage, which is 9 percentage points higher than the score for over-35’s globally.

Conscious of the negative health and aging implications of UV rays, millennials are also more interested in personal care products that protect them from the sun’s damaging effects. In fact, 58% of millennials say they are concerned by sun damage, and are already buying or would consider buying products that address this concern, compared with the 50% of over-35’s who said the same, globally. 

In turn, producers are innovating to accommodate these concerns through application innovations and improved, multifunctional product formulations that allow for more convenient and more effective protection.

For example, in September last year, PHD Skin Care released a sunscreen aerosol in the UK that is fitted with a patent-pending "wand" nozzle to spray sunscreen evenly at any angle for those hard-to-reach areas, without the need to rub it in.

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By GlobalData