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Marketing in Brief: Coppertone Shade

This article was originally published in The Rose Sheet

Executive Summary

Coppertone Shade: Makeup artist Ronnie Specter signed by Coppertone marketer Schering-Plough to "help educate consumers on how to keep their skin looking younger and more beautiful longer" by using sunblock, the company said. The promotional effort is part of a brand overhaul for Shade UVAGuard, which contains avobenzone, as the company repositions the line more toward female sunscreen users, Schering said. The Shade line, which also includes an oil free gel, sunblock lotion and sunblock stick, has been repackaged to incorporate the Coppertone brand name and brighter graphics and reformulated in SPF 30 formula, rather than an SPF 15. A 4 oz. bottle is $7.69. Other Coppertone introductions for 1998 include an expansion of the Kids ColorBlock Disappearing sunblock lotion in blue; last year the formula was only available in a purple SPF 30 version. Both shades of ColorBlock will be available in SPF 30 and 40 formulas and retail for $7.69 for 4 oz. or $9.49 for 8 oz. A new SPF 48 Coppertone Sport is $7.69 for 4 oz...
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