BEAUTY CARE

Sunscreen brands roll out new benefits

BY Antoinette Alexander

The sun care market has benefited from skin cancer awareness campaigns, as well as the overall education about the importance of sun protection, but manufacturers are hoping to further brighten sales with sun care products that boast added benefits and innovative delivery methods.

(Click here to read the full Category Review.)

According to IRI, sales of suntan oil and lotion increased 3% for the 52 weeks ended May 17 at total U.S. multi-outlets.

“Today, people are looking for sun care products that offer multiskin benefits that go beyond UVA/UVB protection, like water resistance, ease of application and comfort,” stated Chris Carballo, senior brand manager of Banana Boat brand sunscreens, in announcing its new launches for 2015.

New for 2015 are the Banana Boat SunComfort Clear UltraMist Sunscreen, Banana Boat Dry Oil Clear UltraMist Sunscreen with Argan Oil, and Banana Boat Sport Performance Lotion Sunscreen with Powerstay Technology.

The SunComfort Clear UltraMist Sunscreen, available in SPF 30 and 50+, allows sand to easily brush off and moisturizes to relieve dryness caused by sun, chlorine and salt water.

Banana Boat has reformulated its Dry Oil Clear UltraMist Sunscreen to include argan oil. This lightweight, dry oil formula goes beyond sun protection, leaving skin feeling silky-smooth and moisturized.

Building on the Sport Performance Clear UltraMist Sunscreen with Powerstay Technology introduced last year, Sport Performance Lotion Sunscreen with Powerstay Technology was specifically designed for the sport enthusiast and active individual.

Kicking off the year with new product rollouts is Sun & Skin Care Research, which launched six new sun care products, including the No-Ad Oil-Free Face Sunscreen, which is infused with watermelon extract to help protect against skin cell DNA damage caused by UV light.

The company noted that it also is rolling out anti-aging body moisturizers for the mass market under its new No-Ad Skin Care label. The multi-functional products are packed with vitamins, antioxidants, moisturizers and SPF 15 broad-spectrum protection.

Bayer Healthcare, the maker of Coppertone, is working to remind families that using sunscreen is a critical step to protecting their skin via a new multiyear deal with U.S. Soccer and the National Women’s Soccer League. Christen Press, star forward for the U.S. Women’s National Team, is joined by fellow soccer stars Graham Zusi, Kelley O’Hara and Matt Besler as brand ambassadors for Coppertone.

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BEAUTY CARE

Crest goes beyond toothpaste

BY Antoinette Alexander

CINCINNATI — Earlier this year, Procter & Gamble’s Crest unveiled its latest advancement in oral care with Crest Pro-Health [HD], a new two-step system formulated for deep cleaning and advanced whitening that promises to go beyond ordinary toothpaste.

(Click here to read the full Category Review.)

According to P&G, Crest Pro-Health [HD] isolates key ingredients into two separate steps to deliver results:

  • Step one is a purifying cleanser, containing optimized active ingredient stannous fluoride, which strips plaque away and helps reverse gingivitis while fighting cavities.
  • Step two is a gel that is formulated with hydrogen peroxide, which whitens and polishes teeth by removing surface stains.

To help promote the launch, Crest partnered with actor Taye Diggs to create a short YouTube video that showcases the new daily two-step system in action.

The suggested retail price is $14.99.

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Social media attracts fans brands want

BY Antoinette Alexander

Looking to engage consumers — especially millennials — major beauty brands are increasingly turning to social media, and oral care is no exception.

(Click here to read the full Category Review.)

As noted in a TABS Group “2014 Insights into the Beauty Consumer” webinar hosted by Drug Store News, social media is “very important” among beauty mavens, with blogs and YouTube topping the list.

To celebrate the launch of Colgate Optic White Platinum Express White toothpaste, Colgate announced a first-of-its-kind collaboration with two of YouTube’s brightest stars, Andrea Brooks of AndreasChoice and Blair Fowler of JuicyStar07.

Together, these YouTube stylists are engaging fans through a seven-part online video series, titled “The Smile Show.” Hosted via Colgate Optic White’s YouTube channel, these segments feature exclusive tips and tricks on topics ranging from fashion to beauty and how to make your smile your best accessory.

To officially kick off this program and lineup subscribers, Brooks and Fowler co-hosted a 30-minute Google+ Hangout, where they revealed their beauty routine secrets.

The efforts seem to be paying off. During its first-quarter conference call on April 30, Colgate executives noted that the February launch of Colgate Optic White Platinum Express White added incremental share. Its year-to-date share for whitening was 5.8%, which grew to 6.8% in March.

Meanwhile, Procter & Gamble’s Crest tapped actor Taye Diggs to help promote the launch of its new Crest Pro-Health [HD]. Diggs created a short video that showcases the new daily two-step system in action. Crest also encouraged consumers to share the video and their #HealthyObsession in creative ways.

Meanwhile, Orabrush’s social media marketing model not only caught the eye of millions of YouTube viewers, but also that of DenTek, which acquired the brand earlier this year. DenTek also partnered with Molio, a video marketing ad technology company founded by former Orabrush executives, to continue building the Orabrush brand on YouTube, which has more than 44 million views.
 

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