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SUNTRAX BROADENING SUN DATE SUN CARE LINE DISTRIBUTION IN 1994

This article was originally published in The Tan Sheet

Executive Summary

SUNTRAX BROADENING SUN DATE SUN CARE LINE DISTRIBUTION IN 1994 in select markets in the U.S. and the Caribbean. The new line, developed by the originators of the Banana Boat sun care brand, includes 13 SKUs and will be launched in 1994 in drug, discount, grocery, surf and beach outlets along the eastern U.S. coastal regions and in California, Hawaii and the Bahamas. The line has been sold on a limited basis in the Florida Keys since June. Founded in Key Largo, Fla. in January, Suntrax International manufactures and markets Sun Date. The company distributes the products through independent contractors. Suntrax was founded by Randy and Mary Pegram, who launched Banana Boat in Florida in 1976. In early 1983, Banana Boat was sold to its Florida distributor, Robert Bell, who established Sun Pharmaceuticals to market the line. U.S. distribution of Banana Boat was recently assumed by Playtex, which holds a 22% equity position in Sun Pharmaceuticals ("The Tan Sheet" Dec. 6, p. 14). The Sun Date line includes an Extra Dark Tanning Oil, Riviera Style Oil SPF 2, Dark Tanning Oil SPF 4, Sunblock Oil SPF 10, Dark Tanning Creme SPF 4, Sunblock Creme SPF 10, Sunblock Creme SPF 15, Sunblock Creme SPF 25, Baby Sunblock Creme SPF 25, Lip Balm SPF 25, Aloe Creme Moisturizer and Aloe Vera Sunburn Relief. Positioned in the lower end of the pricing spectrum, the products carry suggested retail prices ranging from approximately $ 3-$ 8. The Sun Date products are based on a "water in oil" sunscreen emulsion, a process that allows the use of fewer potentially irritating chemical sunscreens to achieve a desired SPF, Suntrax said. When combined with micronized titanium dioxide for SPFs over 15, the process is "especially effective, dramatically reducing a sunscreen's propensity to sting and irritate the skin and eyes," Suntrax maintained. While it targets a broad audience, Sun Date said it hopes to appeal particularly to women in the 16-35 age range. Marketing support for the line in 1994 will focus primarily on local sports or other outdoor events, sampling and radio advertising.
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