Index
In our previous articles, we looked at how sunscreen stands out in US skincare searches and examined the different questions and intentions driving those searches. We found that some consumers are interested in tanning safely, while others focus on sun protection and want to avoid tanning entirely.
This raises an important question: Who are these sunscreen shoppers, and what motivates their choices? Are people searching for bronzing sunscreens hoping to enhance their tan, or are they looking for safer ways to achieve a sun-kissed look? To find the answers, we use ListeningMind Cluster Finder.
Cluster Finder helps us better understand consumer behavior by grouping similar search patterns and highlighting the needs, preferences, and goals of each group. By analyzing searches for sunscreen for tanning, we can see how different consumer clusters approach sun care and what factors shape their decisions.
Cluster View
After entering the keyword sunscreen for tanning into Cluster Finder, we get a visual representation of consumer interests in clusters.
Card View
We can also choose card view for easier viewing.
In Cluster Finder, we see two distinct patterns. Cluster B personas are tanning-positive and open to various ways of achieving a sun-kissed look. Cluster F personas show no interest in tanning, whether natural or artificial. This is confirmed in the AI Brief, which breaks down consumer personas for each cluster.
Persona Breakdown:
Cluster B: Sunscreen with Bronzer Benefits
- A makeup user curious about how bronzer with sunscreen functions for a natural sun-kissed look while protecting skin
- A beginner or casual makeup user confused about the purpose and application of bronzer versus contour products
- A sun-conscious outdoor enthusiast or beachgoer interested in products that combine tanning enhancement with sun protection
Cluster F: Sunscreen and Tanning Protection
- A skincare-conscious individual seeking to prevent tanning while using sunscreen
- A user interested in Korean or Asian beauty sunscreens specifically for tanning prevention
- A health-conscious individual worried about skin damage and the limits of sunscreen protection
Key Takeaways
• US sunscreen shoppers fall into two main groups: those who want to enhance their tan and those who want to avoid tanning altogether
• People interested in bronzing sunscreens are often makeup users, outdoor enthusiasts, or beginners curious about achieving a sun-kissed look while still protecting their skin
• Those who focus on sun protection tend to seek products that prevent tanning, often prefer Korean or Asian sunscreens, and are more concerned about skin health and sun damage
• Search data highlights that consumers have specific goals and preferences when it comes to sunscreen, and one-size-fits-all messaging may not be effective
• Brands can connect with more consumers by recognizing these differences and tailoring products and messages for each group
That wraps up our American skincare series. If you haven’t already, please check out part one and two. Next, we dive into some delicious insights on the US food industry.
