2
NEWS ARTICLE ANALYSIS
Rekleiti, 2014). Along with them, another important stakeholder are the parent fraternity who
needs to be made aware about the ways to protect their children through usage of proper
sunscreen, doing cold compress, drinking plenty of water to keep skin hydrated and
altogether protecting the young generation from the harmful impact of UV Rays. Though
eventually the above mentioned people could only be considered as the stakeholders, with the
passage of time and further developments it was observed that the skincare brands, the beauty
brands become important stakeholders who did make the best use of the crisis to advertise the
range of products that had to offer to the global citizens who where in a dire need of the same
(McLeod, et al. 2017).
3) Potential marketing issues brought to light:
While on one hand the alarming issue raised enough panic among the citizens on the
other hand with the help of media skin care brands en cashed on this emergency situation and
paved their way to increase the sale of suns creams among the customers. The slip slop slap
video campaign by SunSmart gained a new recognition among the viewers where sunscreen
was shown as a part of everyday skincare routine for the citizens to protect themselves from
the growing terror of skin burn (Kang, & Walsh-Childers, 2014). This was also treated as are
remarkable marketing technique by the skincare brands as the Australian sunscreen market
saw a huge rise in their profit generation. The campaign became so popular, the message was
so well received by the audience that a new term came into existence concerning the skincare
market which was “Skinscreen”- a rare combination of skincare where sunscreen was the
most essential component. The products were marketed in all new packaging, texture,
appealing fragrance to be used every day by women under makeup. Soon beauty influencers
went crazy to advertise more of these products by highlighting varied other factors like its
anti-ageing benefits and removal of unwanted pigmentation to help achieve the perfect
spotless skin (Scully, et al. 2014).Hence it can be very well understood that the marketing

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