22 - Selling Sun: Analyzing Current Trends in Sun Protection Messaging

Publication Number: 4021.22

Hannah Likier, Northwell Health, New York, NY, United States; Caroline Howard, Northwell Health, New York, NY, United States; Joseph Mekhail, Northwell Health, New York, NY, United States; Lillian M. Ravikoff, Northwell Health, Bronx, NY, United States; Neel Sharma, Northwell Health, New York, NY, United States; Samuel James. Kraus, Northwell Health, New Hyde Park, NY, United States; Ruth Milanaik, Northwell Health, Great Neck, NY, United States

Background: Skin cancer is the most common form of cancer in the U.S., with 20% of Americans developing it in their lifetime. While only 33.7% of adults report routine sunscreen use, an even smaller 13.3% of children report frequent use, which is especially concerning given that 30-40% of UV damage occurs by age 20. Gender differences emerge early, as 18.1% of female children routinely use sunscreen compared to 8.6% of male children, and this disparity continues into adulthood. In addition to age- and sex-related differences, racial disparities exist: 15.5% of white children frequently use sunscreen, whereas only 4.8% of black children do. These differences in sunscreen use by race are likely attributable to dermatologic health literacy differences, as 51% of white individuals report receiving education on sun-exposure risks compared with 39% of black individuals. Along with differences in health education, biases in sunscreen marketing may contribute to sunscreen use disparities by age, gender, and skin tone.

Objective: To analyze current trends in sunscreen brand marketing according to age, gender, and skin tone targets.

Design/Methods: Data from the most recent Instagram posts (n = 500) of seven popular sunscreen brands (Hawaiian Tropic, Neutrogena, Coola, Banana Boat, Blue Lizard, Coppertone, Supergoop!) was analyzed. For each post, the age group, gender, and skin tone of featured individuals were recorded, and the ad's presumed target audience was identified (Figure 1). The following frequency data were calculated across all brands: (1) age group, (2) gender, (3) skin tone, and (4) overall target audience.

Results: Across all sunscreen ads featuring actors, young adults were featured most often (89.8%), followed by middle-aged adults (8.4%). Children were featured in only 1.1% of posts. Women were predominantly featured (78.0%), with only 22.0% of posts featuring men. Most featured individuals had light/fair skin tones (65.5%), with fewer posts featuring medium/tan skin tones (24.4%) and even fewer featuring dark/deep skin tones (10.2%). Overall, the majority of ads appeared to be targeting women (66.9%), with 26.6% targeting men and only 6.5% targeting children (Figure 2).

Conclusion(s): Current sunscreen advertisements underrepresent children, males, and individuals with darker skin tones. Because all people are susceptible to the harms of unprotected sun exposure, sunscreen brands should adopt more inclusive advertising approaches. Future research should explore how these marketing patterns influence sun-protection practices across diverse pediatric populations.

Figure 1. Example of Posts Including Categories Across Age, Gender, Skin Tone, and Target Audience
(a) Hawaiian Tropic ad featuring a young adult woman with light/fair skin; this post is targeted at women because of the colors, flowers, and female model.
(b) Neutrogena ad featuring a middle-aged adult man with light/fair skin; this post is targeted at men because it features a prominent male figure who was a professional wrestler.
(c) Coola ad featuring a young adult woman with medium/tan skin; this post is targeted at women because the product is a tinted lip balm with SPF called "Summer Crush."
(d) Supergoop! ad featuring a female child with deep/dark skin; this post is targeted at female children because a young girl is featured and the product is called "Supergoop! Play."
(e) Coppertone ad does not feature an individual and is targeted at women because it includes a purse and female apparel.
(f) Banana Boat ad featuring a male child with light/fair skin; this post is targeted at male children because it features a young boy playing baseball.

Figure 2. Frequency of Age Group, Gender, Skin Tone, and Target Audience
Frequency by age group (a) showed that young adults were featured most often (89.8%), followed by middle-aged adults (8.4%), and then children (1.1%). Frequency of gender (b) indicated that women were predominantly featured (78.0%), with 22.0% of posts featuring men. Frequency of skin tone (c) found that light/fair skin tones (65.5%) were most featured, with fewer posts featuring medium/tan skin tones (24.4%) and dark/deep skin tones (10.2%). Frequency of target audience (d) revealed that the majority of ads appeared targeted at women (66.9%), with 26.6% targeting men and 6.5% targeting children.