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COPPERTONE WATER BABIES NON-PABA SUN PROTECTANT FOR CHILDREN

Executive Summary

COPPERTONE WATER BABIES NON-PABA SUN PROTECTANT FOR CHILDREN is one of a series of upcoming entries from the Plough suncare group, Schering-Plough Consumer Products Exec VP Lee Jenkins told analysts in New York Dec. 4. The product contains the milder ethylhexyl-P-methoxycinnamate and oxybenzone rather than PABA. The children's sunscreen is waterproof, hypoallergenic and will have an SPF of 15. The product's light pink bottle bears the signature "Miss Coppertone" logo -- the pigtailed little girl with a dog tugging her bathing suit. Other entries for the coming year are two lotions and a sun block stick carrying the company's highest SPF ever. They are: the Super Shade Waterproof Sunblock Stick (SPF 25), Ultra Shade Lotion (SPF 25) and Coppertone Waterproof Sunblock Lotion (SPF 25). All three contain ethylhexy-P-methoxycinnamate, padimate O and oxybenzone. The products will be Plough's first sunscreens with SPFs over 15. Bolstered by new products and packaging, Coppertone had a 30% sales increase in 1986, Jenkins said. Sales for the Plough suncare business overall grew 15% last year. Among the firm's most successful launches last year were tan accelerators under both the Coppertone and Tropical Blend brands, Jenkins said. The products will be introduced to foreign markets this year. For the first time in several years, Plough's suncare products picked up market share in 1986 at the expense of its competitors, Jenkins maintained. Based on A. C. Neilsen data for the 1986 suncare season (to Sept. 1), Plough's unit share was 35.8%, over two points higher than the previous year. Another national 1987 introduction will be Coppertone's Zinka, "hot new decorative item we got from a couple of entrepreneur lifeguards in California," Jenkins said. Zinka is a brightly-colored zinc oxide nose and lip sunscreen. Plough has a marketing agreement with the product's two developers. Zinka will be available in Nosecoat cream and lip stick forms, priced at suggested retails of $4.50 and $2.99. The stick will be called Zinka Ztick. Zinka has been sold on a limited basis at some beach areas for the past year. Plough will move it into national mass market distribution and will eventually move the product's manufacturing in-house. Jenkins noted that Plough will take its suncare business to a new market in 1987 -- indoor tanning salons. Through a joint venture with a leading tanning bed supplier, S. C. A. Wolff, the firm will introduce a line of lotions designed specifically for the UVA light used in salons. The line, to be called the Coppertone S. C. A. Wolff Tanning System, includes three lotions to be used together. Wolff will launch the line in mid-February.
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