Sunscreen is replacing traditional souvenirs for modern travelers

Modern travelers are increasingly prioritizing skincare products, specifically sunscreens, over traditional souvenirs like refrigerator magnets during their trips. Travelers such as Caitlin Francis-Agnew and Anna Clark have reported planning their international itineraries around visits to local pharmacies and beauty chains. Specifically, Francis-Agnew sought Korean sunscreens from the Olive Young chain in Seoul to bring back to Canada, while Clark planned a visit to a Farmatodo outlet in Cartagena, Colombia, to acquire European sunscreen formulations unavailable in the United States. This trend is attributed to the growing global focus on skincare, healthy aging, and the influence of social media. Behavioral psychologist Carolyn Mair notes that consumer attitudes toward sun protection have shifted significantly since the 2010s. While sun-tanned skin was previously associated with vitality and leisure, it is now viewed primarily through the lens of daily self-care. This shift has driven demand for diverse, globally sourced sunscreen products.