Pfizer acquires Bain de Soleil line from P&G; indicates plans to reposition brand.
This article was originally published in The Rose Sheet
PFIZER TO REPOSITION BAIN DE SOLEIL AS SKIN PROTECTANT, moving away from the brand's image as a tanning product, the company said in announcing the acquisition of the suncare line from Procter & Gamble on Aug. 15. While Pfizer would not release details, the company characterized its upcoming marketing campaigns as "complex and segmented" and said they would focus on "intelligent tanning" and the brand's "therapeutic" benefits.
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