Non-whitening wet skin sunscreens Launches of new sunscreens claiming use with wet skin have grown dramatically, from fewer than five launches in 2005 to nearly 40 in 2014. Real, significant growth began in 2011 and keeps rising. It’s no wonder—wet skin sunscreens give consumers more unique application environments, reduce application steps and simplify beach and pool experiences (particularly for children who spend a significant amount of time in water). A major multinational corporation sought to produce an innovative wet skin sunscreen with unique benefits to gain an edge in this growing segment. Challenges Sunscreen reapplication is highly recommended every 40-80 minutes. The time between applications is dependent, however, on factors such as sun exposure, water exposure and time of y

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