With Solar Expertise, a totally new
suncare range, L’Oréal Paris is the driver of a new trend in the constantly changing
solar universe. An occasion to review the evolution of our complex relationship to the sun
A short history of tanning
At the start of the XXth century, a tanned skin was associated with outdoor physical work
and had a negative social connotation. Upscale women were careful not to expose themselves
to the sun, to maintain the whiteness of their skin. In 1936, a radical change occurred in
France with the institution of paid holidays for the first time in history : a majority of
French people discovered the joys of sunbathing. In Deauville, Coco Chanel made sea
holiday trendy for the whole of society.
After World War II, tanning became
absolutely fashionable. It is only at the beginning of the 1980s that the general attitude
began to change, with the growing awareness of the health hazards associated to sun
exposure – even though behaviours were slow to follow scientific advice.
Today in Europe as in other countries such as Australia and Brazil, the relation to the
sun has become more complex and tainted with guilt: we know that exposure to the sun can
be very dangerous, yet we still want to be tanned. The reaction is complex, associating
health and skincare concerns to notions of pleasure and beauty.
Solar Expertise: at the crossroads
Solar Expertise meets women’s requirements by offering the best of suncare and
skincare: « a beautiful skin under the sun, and for a long time. » The Solar Expertise
range associates advanced and balanced UVA-UVB protection with a major and exclusive
skincare innovation: Activacell, designed to enhance the skin’s natural defence and
repair system.
According to Laetitia Toupet, skincare Marketing Director for L’Oréal Paris, « one
big problem of suncare products has to do with their qualities of use. Therefore the idea
was to elaborate pleasurable textures that one wants to apply again and again... The
challenge for our labs was to combine the highest requirement in terms of protection while
appealing to all senses: non greasy textures, with a pleasant fragrance and that
don’t leave white marks. It’s a success, with peach-like textures that sublimate
the skin, leaving it soft and satin. »
A singular positioning
The originality of Solar Expertise comes also from its unique positioning: mass market
luxury products. The products are presented in a sophisticated packaging, with cellophane
wrappings, a presentation usually associated with luxury or pharmaceutical products. The
anti-sand capsule is also exclusive, and allows for an easy and pleasant application. And
colors are simple and elegant.
And after?
Finally, Solar Expertise is clearly looking toward the future. According to Grita
Loebsack, Skincare International Marketing Director for L’Oréal Paris, « the
challenge in suncare is to combine high protection indices with pleasurable textures.
That’s what we are working on more and more. Suncare is going to invade daily
skincare. » To conclude, she adds that « 20 years from now, all daytime moisturisers
will come with at least an SPF 15. »
With Solar Expertise, you can have an exclusive preview of the future… now!
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