Just Published: "Sun Care in Colombia"

Sun care products are chosen by celebrities to make inroads in the beauty and personal care industry. Natalia Paris's sun care products are recognised by consumers and she is considered one of the pioneers of this business model. Although her brand it is not among the top five in terms of value sales, it has shown double-digit value growth for three consecutive years. Ana Sofia Henao also jumped on the bandwagon in 2013 with her Solarium brand line. Solarium includes a complete portfolio of sun care products (with low SPF for bronzing, higher SPF to protect skin and Solarium Kids). Natalia Paris, Ana Sofia Henao and others leveraged on their strong recognition as models using their names as powerful selling attributes, which have been useful as the images of both celebrities have appeared in their respective advertising campaigns and on brand packaging. They have been contracted by companies, such as Almacenes Exito, to be the image of their apparel brands, such as Bronzini, in the case of Ana Sofia Henao and Natalia Paris Jeans. Models and established manufacturers use established partnerships in this way. Companies design, produce and manage the logistics of the operation in exchange for paying commissions or royalties to the celebrity. The business model is profitable for both the manufacturers and celebrities as the manufacturers usually have the complete business operation and celebrities do not need to assume the risks of production and distribution. Most of the profit is then perceived by the manufacturer. Other celebrities, such as Shakira, Paola Turbay, and Carolina Cruz, have made inroads in this trend within apparel, fragrances and several trendy and fashionable products.

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Competitive Landscape

Yanbal remained the leader in sun care in 2013 with its renowned Sun Block line. Along with offering varied options for face and/or body sun care, the brand's reputation has grown thanks to its perceived good absorption and duration features. Direct sellers have leveraged on this word-of-mouth advertising to such an extent that it has become the best-selling sun care portfolio.

Industry Prospects

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