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Article: DECLEOR AIMS FOR SAFE FUN IN THE SUN.
- Article from:
- WWD
- Article date:
- January 5, 2005
CopyrightCOPYRIGHT 2005 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Tina Isaac
PARIS -- Decleor hopes to heat up its sun care sales with the launch of Aroma Sun.
The French company will introduce the 17-item collection worldwide in February, when Decleor's current sun care collection is to be phased out.
According to executives, Decleor consumers are familiar with Aroma Sun's before, during and after sun regimen, which they say best utilizes the products' aromatherapeutic effects. The line's packaging has been switched to a raspberry hue from what the company calls "ubiquitous orange."
The brand's customers "are very attached" to the basic Aromessence line, which was introduced in 2000 and ...