Abstract
In Western countries, the photo damage created by the sun is a public concern. People are encouraged by governments to heighten of public awareness of the risk linked to sun exposure. The use of sunscreen as one of the ways to protect the skin against its alteration on a short or long term is enhanced. Many professional groups such as the American Academy of Pediatrics have alerted the public opinion through medical recommendation on the need to avoid the contact with UV rays as much as possible. In this report, I study a sunscreen product and the Kuwaitis' behavior and habits to be able to establish a coherent product and efficient communication tips for the launch of the product. When the sun alters the skin, it is called sun damage. Sun damage causes minor cases of sunburn and aging, and can transform in the worst cases to skin cancer. To avoid those reactions, sun-block and sunscreen creams and lotions are applied, in addition to a limited exposure to sun and skin protection by clothes. Sun-blocks and sunscreens are categorized separately because of the different effects they have on the skin protection and for the different actions of each. Sunscreens are generally referred and sold by manufacturers as sun-blocks as soon as the protection indicator is SPF 15 or higher. Since both are used to protect the skin against sun radiation, we will find out what the intrinsic differences between the two are. In a second part, we will establish the actual product line existence.
