Changes in Consumer Lifestyle Make Wardah Develop this Concept

Wardah (doc. Humas)

JAKARTA - The use of sunscreen or sunscreen is now increasingly becoming part of daily routines as sports activities, mobility, and public attention to self-care increase. Products that protect against ultraviolet (UV) rays are also required to be adjusted to the activities and skin conditions of their users.

The change is seen in the concept of Wardah A.M. Club which combines UV protection education with sports, beauty, and community activities. This program introduces the selection of sunscreen based on user needs, ranging from daily activities to sports and certain skin conditions.

Wardah Sunscreen Brand Manager Vina Yolanda said that changing consumer habits was one of the reasons for the development of the concept.

"Early mornings, active living, and self-care are now part of the lifestyle," said Vina in a statement to the media, Thursday, August 13.

According to him, everyone's sunscreen needs can be different. Outdoor activities, cosmetic use, sensitive skin conditions, to certain skin treatments can affect product choices and the level of protection needed.

Education on UV protection in the program, among others, is carried out using a UV camera. This technology is used to show the parts of the face that have received sunscreen protection and areas that are still vulnerable to UV exposure.

Artificial intelligence technology is also used to connect skin conditions with user habits and activities before providing product recommendations. Meanwhile, laboratory simulations introduce sunscreen characteristics, such as texture, final results on the skin, water resistance, and the need for reuse.

The concept of A.M. Club is also associated with morning activities, such as running, pilates, reading, and community activities. A number of sports and lifestyle communities are also involved in these activities.

Changes in patterns of community activity make UV protection increasingly related to lifestyle. Sunscreen is no longer only used when someone goes to the beach or does outdoor activities, but also becomes part of the routine before working, exercising, and carrying out daily activities.

In these conditions, the selection of sunscreen depends more on the needs of each user. Products for sports, for example, have different considerations compared to products used under makeup or for skin that is in the recovery phase.

Vina said that Wardah A.M. Club is one example of the beauty industry's efforts to respond to these changes by combining UV protection education and lifestyle activities.

The concept of A.M. Club is strengthened by the presence of four figures called Wardah A.M. Club Icons. They represent different characters, namely Yuki Kato as Explore, Sivia as Sporty, Agatha Pricilla as Beauty, and Tantri Namirah as On Trend.

Pricilla said skin protection was part of the preparation before undergoing various activities.

"Fearless is to still dare to start and try. With the right preparation and protection from Wardah Sunscreen UV Shield, we can continue to explore new things without losing comfort," said Pricilla.