WWD.com/beauty-industry-news/skin-care/loral-paris-enters-sun-care-5072018/
government-trade
government-trade

L’Oréal Paris Enters Sun Care Category

The brand is enlisting one of its hottest brand ambassadors, Jennifer Lopez, to support Sublime Sun in TV and print ads.

L’Oréal Paris is entering the sun care category in February, and is enlisting one of its hottest brand ambassadors, Jennifer Lopez, to support Sublime Sun in TV and print ads.

At a beauty event Tuesday night held at the Gansevoort Park Avenue in Manhattan, members of L’Oréal Paris’ executive team revealed video footage of the ad shoot, featuring Lopez, which had her dressed in a white, long-sleeve button-down blouse; print visuals showed Lopez wearing a white one-piece bathing suit with the tag line implying that she loves her skin more than a tan.

Images of the new line, Sublime Sun, were presented on flat screens as were presentations by research and development executives and newly tapped Manhattan-based dermatologist Gervaise Gerstner to educate consumers on the importance of sunscreen. Sublime Sun will include seven stockkeeping units; packaging is fully compliant with the Food & Drug Administration updated sunscreen monograph, one that calls for beauty products containing sunscreen to follow strict guidelines, whereby only broad-spectrum sunscreens with an SPF 15 or higher can claim to reduce the risk of skin cancer and early signs of aging.

L’Oréal Paris said entering the sun care category wasn’t taken lightly and that it aims to address several unmet needs in the marketplace, including providing a sunscreen that is lightweight, employing antioxidants in formulas so that skin receives benefits in addition to sun protection and using a patent pending UV filter system that addresses both UVA and UVB rays. Sublime Sun includes products for the face and body: Sublime Sun Liquid Silk Sunshield for Face SPF 50+, (1.7 fl oz, $10.99); Sublime Sun Lotion SPF 50+, (3.0 fl oz, $10.99); Sublime Sun Lotion SPF 30, (3.0 fl oz, $9.99); Sublime Sun Hydra Lotion Spray SPF 50+ (4.2 fl oz, $10.99); Sublime Sun Hydra Lotion Spray SPF 30, (4.2 fl oz, $9.99); Sublime Sun Crystal Clear Mist Spray SPF 50+ (4.2 fl oz, $10.99) and Sublime Sun Crystal Clear Mist Spray SPF 30, (4.2 fl oz, $9.99).