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Brooke Shields is New Face of Coppertone Sunscreen
Brooke Shields will be the new face of Coppertone's new sunscreen. The company is launching a new broad-spectrum sunscreen called Coppertone NutraShield with Dual Defense.
NutraShield with Dual Defense uses a formulation that includes antioxidants "that promote natural skin repair and combat premature skin aging" from the sun, according to Schering-Plough Corp., which owns Coppertone.
Shields will appear in a national ad campaign beginning in spring. The new line includes a SPF 70+ Faces lotion as well as SPF 70+ and SPF 30 lotions for the body. Products, which hit stores this month, are priced at $10.49 each.
Coppertone is clearly trying to rebrand itself as the go-to brand for moderately priced sunscreen. The leader in the field is Neutrogena, but Coppertone seems determined to grab some market share. Choosing Brooke as a spokesperson for the product is a smart move.
Posted on January 28, 2009
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