NEW YORK -- Bain de Soleil is targeting its latest product, SPF + Color, to consumers who want protection and a tan.
Although the market has a few sunless tanners with low SPF levels, SPF + Color is the first sunless tanner to offer SPF 30, making sun protection the priority and a tan the bonus.
"SPF + Color is primarily targeted to people who are looking for SPF protection but who also want to get a tan," said Ted Keegan, research and development manager for Bain de Soleil, a division of Procter & Gamble.
The waterproof sunscreen comes in three SPF levels -- 8, 15 and 30. Keegan said he expects the 15 to be the bestseller, following recent market trends. Bain de Soleil included the SPF 8 product in an attempt to lure sun-worshippers who have yet to accept sunscreen.
P&G executives declined to discuss volume projections for the product, but industry sources estimated it would do $5 million to $6 million at retail in its first year.
A P&G spokeswoman said the advertising campaign will consist of women's magazines, beginning with April issues, and possibly TV. Sources estimated SPF + Color's print ad budget would total about $500,000.
SPF + Color is scheduled to be in drug stores, supermarkets and mass merchandisers by the end of this month. Packaged in 4-oz. bottles, the product has a suggested retail price of $7.20 for the SPF 8 and 15 versions and $8.25 for the SPF 30.
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