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In Brief: Coppertone Shade

This article was originally published in The Tan Sheet

Executive Summary

Coppertone Shade: New education campaign to help consumers learn "how to keep their skin looking younger and more beautiful longer" by using sunblock is being led by makeup artist Ronnie Specter, Schering-Plough says. The promotional effort is part of a brand overhaul for Shade UVAGuard, which contains the active sunscreen ingredient avobenzone; the company is repositioning the line to attract female sunscreen users. The Shade line has been repackaged to incorporate the Coppertone brand name and brighter graphics, and reformulated in an SPF 30 formula, rather than SPF 15. Other 1998 Coppertone introductions include an expansion of the Kids ColorBlock Disappearing sunblock lotion in blue; last year, when the line was introduced, the formula was only available in a purple SPF 30 version. Both shades come in SPF 30 and SPF 40 formulas. Coppertone Sport is available in SPF 48...
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