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For Florida-based dermatologist Dr. Loretta Ciraldo, convincing her patients to apply sunscreen to their faces every day can still be an uphill battle. Asking them to spend $50 on a daily sunscreen can make it even tougher, she admits.
“There’s no doubt that the consumer, at first glance, would be like, ‘Well, why would you spend $50 when you can go to the drug store and buy a sunscreen that you can put on your face for $15?’” said Dr. Ciraldo. Her namesake brand, Dr. Loretta, offers two SPF products: a $50 chemical and physical SPF blend and a $60 mineral sunscreen. Those higher prices come down to their skin-care benefits along with sun protection, she said.
“You’re not getting the anti-wrinkle [benefits with the $15 sunscreen], you’re not getting the hydration, you’re not getting the antioxidants,” said Dr. Ciraldo. “For our line, it’s not only sun protection, but it’s anti-pollution.”
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