Sentiment of the Week: Sunscreen Satisfaction
June 4, 2015
There are many instances over the course of Mad Men’s recently completed seven seasons that shock the audience through their antiquated nature: the Drapers tossing their garbage on the ground after a picnic, for instance, or any number of workplace exchanges between men and women (and minorities). One such moment occurs during a Hawaiian vacation, when a female lead anoints herself with baby oil while laid out on the sand, hoping for a deeper tan.
While not quite as outmoded as the previous examples, Megan Draper’s beach habits have seemingly receded from popular convention similarly to the then-ubiquitous smoking of cigarettes; the few who still partake in 2015 do so with at least a cursory understanding of the personal harm they are inflicting and the greater risk that they are taking. Like lung cancer, the variety and severity of skin cancers has spurred a cultural education and awareness that has changed societal behaviors. Coupled with the simple fact that a bad sunburn can taint an expensive and too-seldom vacation, and sunscreen has never been more popular.
With summer unofficially underway in Memorial Day’s wake, we decided to take sunscreen’s cultural pulse, and the results were heartening:
Each of the six popular brands that we analyzed carries a sentiment score that is solidly positive: even Badger’s Natural and Organic, the lowest-scored of the group (by virtue of an odd smell, apparently: “It smells terrible, and I cannot quite put my finger on it.”), still has a sentiment (0.35) that rates as legitimately favorable.
On the other end of the scale, DML carries a score so high (0.77) as to be nearly unassailable. The key drivers in its favor? Price, of course, followed by softening effects on the skin, the effectiveness of the UV protection – and the fact that it’s unscented. Across the board consumers are enthused by the level of protection from the sun that is available, and prioritize healthy skin above all else – proving in yet another area that the 1960s are well in the past. Just make sure that your sunscreen doesn’t smell bad, and you’re good to go in this industry.
Clarabridge’s blog, Sentiments, helps businesses incorporate customer sentiment and feedback into their business strategy. Published by Clarabridge, Sentiments speaks to customer experience professionals, marketers, customer care leaders and anyone who wants to make informed, strategic decisions that delight customers. Follow Sentiments on Twitter @Clarabridge.