Playtex' sun care business burns up sales with 30.5% increase to $95.7 mil. in 1997.

PLAYTEX SUN CARE SALES INCREASE 30.5% TO $95.7 MIL. IN 1997, generating the largest gain among the company's five business segments, Playtex announced Feb. 10. The sun care business includes the Banana Boat, BioSun and Tan Express brands. Accounting for roughly 20% of the company's worldwide sales, the unit is the third largest in terms of revenues generated, behind feminine care and infant care.

Sun care sales nearly doubled in the fourth quarter, up 93% to $6.6 mil., with the company attributing the gain to early sell-in for the FY 1998 sun season. The firm's strategy of focusing on its sun care business with "new product introductions and stepped-up marketing activities" is reflected in the categories growth ("The Rose Sheet" July 28, 1997, p. 12).

In an effort to strengthen its sun care franchise, Playtex launched two new lines during 1997 -- BioSun, a high SPF premium- priced sunscreen line and Banana Boat Tan Express, teen-targeted tanning products. In addition the company launched several line extensions, including oil-free offerings, sports items and Banana Boat Bite Block, a sunscreen/insect repellent ("The Rose Sheet" Feb. 17, 1997, p. 4). The firm plans to further expand the Banana Boat umbrella with niche product offerings.

Among the company's other product segments, sales of feminine care products were down 10.6% to $201.5 mil. due to a "heavy" reduction in retailers' inventories in the first half, the firm noted. Sales for Playtex' remaining businesses rose 9%, led by the big increase in sun care sales and a 13.3% increase in infant care sales, the company said.

Consolidated sales in 1997 were flat at $500.6 mil., a .4% increase for the year. Earnings declined 19.4% to $14.6 mil. due to an extraordinary loss of $4.1 mil. for early extinguishment of debt. Playtex obtained a refinancing in July. Fourth quarter consolidated sales rose 5% to $111.6 mil. Earnings for the three-month period were relatively unchanged (up .8%) at $1.3 mil.

Playtex said it is "pleased to end the year in-line with our previously discussed expectations. We are even more encouraged by the outlook for our company as we enter 1998." Playtex announced recently it will continue "to make more acquisitions, whether big or small, as a way to accelerate" its growth and intends to acquire another $150 mil. of new revenues by mid-1999 ("The Rose Sheet" Jan 12, In Brief). The firm exceeded a similar commitment made last year to shareholders by acquiring more than $100 mil. of new revenues with its purchase of the Personal Care group, which had sales of $118 mil. for the fiscal year (ended Sept. 30) and the Dentax portfolio of dental care products, with sales of $5.7 mil. in 1997.

For the 1998 sun season, Playtex will offer two new forms of lip protection: Aloe Vera with vitamin E and Sport Sunblock. Formulated with SPF 30, Aloe Vera "helps seal in moisture" while "defending against ultraviolet rays," the company said. Sport Sunblock "keeps your lips covered no matter how long you play," Playtex added. The products are priced between $1.59 and $1.99.

Tan Express Spot Pot SPF 25, developed for extra-sun sensitive spots, protects lips, nose, ears and the eye area, according to the firm. The waterproof balm comes in an orange coconut fragrance and color, but turns clear when applied. A 1 oz. jar of Spot Pot is $5.99.

To further distinguish itself from other sun care marketers, Playtex has repackaged its Banana Boat Faces Plus line to convey a more upscale cosmetic look. The four-SKU hypoallergenic collection targets specific skin types, offering formulas for oily, normal/combination, normal to dry and all skin types. Products retail between $4.99 for the .45 oz. sunblock stick to $5.99 for the 4 oz. lotions. Additionally, the firm has added a wildflower scent to its Action Sport spray gel.

To lend support to products, the company will embark on its traditional "Fun in the Sun" marketing campaign. Ads breaking in May for the new Banana Boat Quickblok trigger sprays will be supported by the "company's first ever, product-specific television ad campaign" ("The Rose Sheet" Oct. 27, 1997, p. 5).