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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Coppertone: Schering-Plough brand emphasizes aesthetic benefits of sun protection and antioxidants in launch of Coppertone NutraShield with Dual Defense - a broad-spectrum sunscreen lotion "enriched with antioxidants that promote natural skin repair and combat premature skin aging from the sun," the company says. The innovation "evolves the brand beyond its sun care roots to a new level of antioxidant-enhanced sun care" and meets consumer demand for broad-spectrum sunscreens with higher sun protection factors that also replenish and rejuvenate skin, according to Patricia Agin, fellow in skin-care research and development at the Coppertone Solar Research Center. NutraShield's active sunscreen ingredients are avobenzone, homosalate, octisalate, octocrylene and oxybenzone, the company says. The line consists of a 3-oz. SPF 70+ Faces lotion that retails for $10.49, as well as lotions for the body in SPF 70+ and SPF 30, each $10.49 for 6 oz. at nationwide food, drug and mass retailers. Alba Botanica, Blue Lizard, California Baby, Nature's Gate and Playtex's Banana Boat are among other brands that offer sunscreens containing antioxidants
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