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Pfizer acquires Bain de Soleil business from P&G; indicates plans to reposition brand.

This article was originally published in The Tan Sheet

Executive Summary

PFIZER REPOSITIONING OF BAIN DE SOLEIL WILL EMPHASIZE THERAPEUTIC BENEFITS and move away from the brand's image as a tanning product, the company said in announcing the acquisition of the suncare line from Procter & Gamble on Aug. 15. While Pfizer would not release details, the company characterized its upcoming marketing campaigns as "complex and segmented" and said they would focus on "intelligent tanning" and the brand's "therapeutic" benefits.
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