I think once chicks (and dudes) do the research & realise that sun gives them ageing, and that traditional sunscreen sits in their blood stream for weeks, they don't mind a bit of greasy / oily.
Agree it takes a bit of market education and that it is not for everyone. That said, women are much more conscious these days about the chemical compounds that go into cosmetics - there's a huge move to organics in the cosmetics world (according to my wife the expert of spending money). That bodes well for ANO.
Texture and finish of ClearZinc sunscreen, page-2
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