WHAT WE FOUND

Based on highlights of the focus groups, several important facts were revealed about the market potential for Coppertone™ brand hats.

	Consumers have a basic knowledge and understanding of the need for protection. A product’s UV rating has a direct effect on a purchase decision.
	Women, especially those with young children (age 0-10), and older adults (age 50+), especially those with thinning hair, are most likely to act on the need to limits sun exposure.
	Hats are the most widely used form of sun protection.
	Other top influencers for purchasing sun protection headwear include:
	Style: This is the number-one influence on consumer hat purchases. Bold designs and solid colors are preferred. Materials: Fabrics that are soft, lightweight and crushable are the preference. Brand Name: It is highly favorable to have sun protection headwear associated with a brand name such as Coppertone™. Place of Purchase (POP): Endcap and POP displays directly influence a hat purchase. The POP display is of great importance in assisting with purchase decisions.

The findings support not only the basic concept of sun protection headwear, but also the advantage a major brand name like Coppertone™ would have in the marketplace.

Broner is ready to move headfirst with Coppertone™ into this market.