Consumers Arm Themselves Against UV Rays With Cloudscreen

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  • When El Sol shines bright, people slather on the sunscreen. But on cloudy days, they tend to get a little lax — not a smart idea, since clouds don’t block the UV rays that cause skin cancer. Neutrogena came up with a clever solution: Cloudscreen.
  • Cloudscreen contains the same SPF ingredients as Neutrogena sunscreen; they’re identical products. But protection is in the eye of the beholder, and the reconfigured name and packaging help consumers remember to keep their guard up.
  • Cloudscreen’s website is location-based, so visitors to the site can see which product (cloud- or sun-focused) they should suit up with based on the weather and UV intensity in their area.
  • Sure, it’s a marketing ploy designed to up consumer use of an existing product. But the science behind it is solid, and if Cloudscreen helps people avoid unnecessary UV exposure, that’s a win-win in our book.

BalancedHealthy POV:

  • We will be the first to admit, it’s easy to overlook sunscreen on an overcast day. It seems a little counter-intuitive to slather on any kind of extra product when the trigger is not even there to make us feel like we need it, regardless of the fact that it’s fairly common knowledge that UV rays still come through clouds, sometimes at an even higher rate than in direct sunlight.
  • This clever addition to their product lineup is not just a meaningless marketing ploy, it’s a very smart insight into the way consumers use their product and is an attempt to capitalize on instances where they can increase consumption — with the ultimate benefit, in this instance, going to the consumer. The renaming of the product serves as a useful reminder alongside a normal sunscreen bottle, so that sun protection habits don’t become a little lax when the sun is a no-show. And for those who are not currently aware that UV rays still persist and are very harmful on overcast days, this will be a great opportunity for the brand to educate consumers. The harmful effects of these invisible, seemingly innocuous rays range from premature aging to skin cancer. We’re impressed that Neutrogena has found a way not only to increase the sales of an existing product, but that it’s also beneficial to the greater good of its customers. This may be one of the few instances where we actually appreciate a brand creating a seemingly ‘new’ product out of an existing product in order to sell more of it, and also don’t feel like they’re trying to pull a fast one on us.
  • Unfortunately, this product is currently only available in Singapore, but if the brand sees this product take off, they could go on to expand its distribution. Until then, remember to wear the sunscreen you already have!