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The licensing deal of the year? Probably not. But it is likely to be one of the most keenly awaited product launches of recent months – Baywatch Sunguard. This is a suncare range for those who believe they look like either the bronzed babe Pamela Anderson (who appears in some point-of-sale material for the cream wearing a strange orange glow) or the God-like David Hasselhoff. For those with more conventional aspirations the protective cream will be on sale later this year manufactured and distributed by Luna Cosmetics. Luna managing director Ivor Rodol says: “With our track record and the Baywatch name we feel confident that we can make a significant impact on this sector of the market.” Presumably it also opens up the potential for product placements to excite the ITC. But has anybody ever seen anyone use sun cream in an episode of Baywatch?

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