Ombrelle
This article was originally published in The Rose Sheet
Executive Summary
Two mil. samples of the avobenzone sunscreen will be distributed to dermatologists this spring by Cosmair division Galderma, which markets a number of Rx dermatological drugs and will detail Ombrelle in the U.S. The sampling strategy has worked well for the sunscreen in Canada where Ombrelle has been marketed by former owner DermTec for about five years and is the second largest-selling sunscreen, according to Cosmair. Consumer marketing for Ombrelle, including print ads, which are "under consideration," will be handled by Maybelline. In addition, Maybelline and the American Academy of Dermatology will sponsor a sun awareness program with Ombrelle sampling during the 1998 Ladies Professional Golf Association Tournaments. Galderma introduced Ombrelle SPF 15 at AAD's annual meeting in early March ("The Rose Sheet" March 9, p. 7). An SPF 30 lotion will debut in May with an SRP of $11 for a 4 oz. bottle and $14 for an 8 oz. bottle. The SPF 15 line costs $10 for a 4 oz. lotion or spray and $13 for an 8 oz. lotion...