Can SPF Brands Turn Gen Z Off Tanning?
A coalition of sunscreen brands is pushing back against social media’s “tanmaxxing” obsession, raising questions about whether the industry’s sun-safe messaging has lost its way.
Gen Z's attitudes towards tanning have become a topic of interest for the cosmetic industry. A recent report suggests that sunscreen brands may need to reconsider their strategies to appeal to this younger demographic. The sustainability-focused fashion week showcased a range of brands, including Marimekko and By Malene Birger, as well as the debut of Collina Strada.
The week also highlighted LVMH's fashion and leather goods division, which returned to growth for the first time in nearly two years, with Dior as a standout brand. Earlier this year, Jonathan Anderson, the designer behind the luxury house, spoke about his plans to revamp the company. The BoF checks in on LVMH and Kering's Q2 performance, as well as the French presidential race, to gain insight into how these trends may impact the future of tanning and luxury fashion.
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