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The role of SPF claims on packaging and their influence on men’s purchase intent and willingness to pay for skincare products in the Portuguese market
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Resumo(s)
This research explored how SPF claims on packaging affect skincare purchases among Portuguese men
(18-29). Using literature reviews and 20 in-depth interviews, the study found SPF claims positively
influence specific groups like outdoor enthusiasts. However, skepticism, confusion about SPF values,
price sensitivity, and masculine social norms significantly limit overall impact. Participants showed
limited understanding of SPF benefits beyond basic sun protection, preferring simple, non-greasy
products. Peer/partner influence outweighed traditional advertising. Recommendations include clear,
relatable messaging on minimalist packaging, products offering tangible value at accessible prices, and
leveraging trusted channels to normalize SPF use in men's self-care routines.
Descrição
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Male skincare SPF claims Purchase intent Willingness to pay