NEW YORK -- As part of a continuing expansion of the Skin-So-Soft brand of bath items and moisturizers, Avon is adding sun care to the line.
In an added twist, two of the products will carry the trend toward multifunctional sun care to a new level: The items, besides providing moisturizers and protection from the sun's damaging rays, will be touted as insect repellents.
"Skin-So-Soft is our flagship brand," said Sharon Hall, general manager of the company's personal care division, noting that Avon introduced the brand in 1964. "But we've been looking for ways to take growth to the next level, and we came up with a mega-branding strategy."
As part of the strategy to build the brand, Hall said, Skin-So-Soft has been divided into four categories: the original bath products, hand and body moisturizers, moisture "extras" and now sun care.
The new sun line, called Skin-So-Soft Moisturizing Suncare, will be launched in June and will consist of five items, along with the two with insect repellent, which are called Moisturizing Suncare Plus.
The main collection will include a sunblock lotion, available in SPF 15 or 30, with retail prices of $6.49 and $6.99, respectively, for 4-oz. bottles; a 0.5-oz. sunblock stick with SPF 15 for $4.29; a 4-oz. oil-free tanning spray with SPF 6 for $6.99, and after-sun lotion, $4.49 for a 4-oz. bottle.
Each product is imbued with the original Skin-So-Soft scent, referred to by the company as Original Woodland Fresh, and contains ingredients that promote moisturization.
The two Suncare Plus items have an SPF of 15, contain moisturizers and purportedly repel mosquitoes, fleas and deer ticks. The products will be available with either the Woodland Fresh or a new herbal scent, and will sell for $9.99 for a 4-oz. tube.
"Sun care seemed a natural extension for Skin-So-Soft," noted Hall, "but we knew we wanted to come out with products that were on the leading edge of technology, because so many sun items now are multifunctional. Making the products repellent to insects seemed like such a logical step, because people have always slathered on repellant on top of sunscreen.
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