Original title: "Cover Yourself More Tightly" This summer, "Hard Sun Protection" prevails

Beijing Youth Daily reporter Chen Si

In recent days, the highest temperature in many places across the country has exceeded 30 ℃, and the summer rush has begun. Sunscreen products have once again become essential equipment for beauty lovers to travel. Sun hat, sun mask, sun sleeve, sun clothes... e-commerce platform data shows that among the sun protection products this year, the consumption of hard sun protection for physical protection has increased significantly.

Wearing sunscreen clothing and sunscreen mask, physical sunscreen consumption increases significantly

By means of blocking ultraviolet rays, sunscreen can be divided into "soft sunscreen" and "hard sunscreen". Among them, "soft sunscreen" refers to chemical or biological means such as sunscreen and sunscreen spray, while "hard sunscreen" refers to the sunscreen method that uses sunscreen clothing, sunglasses and other products to directly block ultraviolet rays.

This summer, in addition to using sunscreen and sunscreen spray, more and more people are "covering themselves more tightly", choosing "hard sunscreen" that directly prevents ultraviolet rays from contacting the skin. Sunscreen clothing, sunscreen umbrellas, etc. have become popular items.

"The sensitive muscles that can't use sunscreen really can't afford to hurt!" Ms. Yang shared the reason why she chose "hard sunscreen" on the social platform: "In summer, the skin is easy to sweat, and it's easy to rub mud when applying thick sunscreen. The skin is red and itchy at the end of the day." Many netizens expressed the same feeling with her, especially when parents choose sunscreen products for their children, More willing to choose physical sunscreen. In order to achieve better sunscreen effect, many people choose "soft and hard" combination.

JD data shows that, in terms of protection mode, the protection effect of combination of hard and soft sunscreen is widely recognized, and the growth rate of hard sunscreen consumption of physical shielding exceeds that of soft sunscreen; In terms of population segmentation, sunscreen is no longer just the demand of female consumers. The number of sunscreen products for male consumers and children is growing rapidly, and new sunscreen products dedicated to various groups are emerging.

Pursue scientific and technological content and fashion expression to upgrade sunscreen products

In terms of product upgrading, in addition to emphasizing the efficient sunscreen effect, soft sunscreen pays more attention to scientific combination, and products with multiple effects such as double skin care, thin anti sweat, whitening and anti-oxidation are more popular; Hard sunscreen is more in pursuit of scientific and technological content and fashion expression. Sunscreen clothing with scientific and technological features such as moisturizing, cooling and microporous ventilation is popular. The integration of fashion elements such as unique tailoring and dopamine color has also become a plus for sunscreen clothing.

For example, sunscreen masks are launched with "blush type", "color gradient type", and "large space type" to prevent scratches. They should not only bring a cool feeling, but also have a radian to modify the jaw line, which is neat and not soft; The "shell hat" that can be folded into a hairband, and the sunscreen hat with a large brim and a small face have also become fashionable items this summer; The "extended version" of the sunscreen sleeve can cover the fingers, and support two finger touch screens. The full-length anti-skid silicone particles can provide more protection for cyclists or people with high sunscreen requirements; In addition, this year's new sunscreen clothes pay more attention to the shape design than last year's style. For example, the men's sunscreen clothes have added a stand collar jacket shape, and the women's sunscreen clothes have added a waist closing shape.

In addition to clothing, sunscreen umbrellas also have a new trend in shape design. In the past, the main reason why sunscreen umbrellas were relatively ignored was the inconvenience of carrying, but now the new product "capsule" has made a new breakthrough in lightweight. The bionic wing shaped umbrella frame reduces the space for umbrella collection. The folded umbrella is only the size of the palm of the hand and can be put into the pocket; The umbrella made of aluminum alloy and ultra light carbon fiber reduces its weight to less than 100g, so it will not increase the burden of carrying.

The post-00s prefer outdoor sunscreen clothes and face base, which are popular among the post-70s

Which kind of people pay more attention to sunscreen? The data shows that young people are the main group, and the total turnover of the post-90s and post-00s e-commerce platforms accounts for more than 50%. Among them, the post-00s bought more outdoor sunscreen clothing, sunscreen and sunscreen sleeves, the post-90s bought more sunscreen sprays, sunglasses and sunscreen umbrellas, the post-80s bought more children's sunscreen clothing, sunscreen isolation and sunscreen pants, and the post-70s bought more face pads, sunscreen gloves and sunscreen masks.

In addition, male consumers tend to choose hard sunscreen products to block the damage of ultraviolet rays to the skin, such as sunscreen clothing, sunglasses, sunscreen sleeves, etc; Female consumers pay attention to both soft and hard sunscreen, and prefer to buy sunscreen isolation, sunscreen spray, fashionable sunscreen clothing, sunscreen masks, etc. In addition, geographically, people in Beijing, Shanghai, Chengdu, Shenzhen, Xi'an, Tianjin, Guangzhou, Chongqing, Wuhan and Suzhou are most willing to pay for sunscreen products.