Boots has overhauled its flagship sun protection brand Soltan in a bid to increase its share of the sun care market. It is the brand’s first major revamp in over two years.
The retailer has introduced new packaging and formulations across the 110-strong product range. It is hoped that it will give the range a better “premium” positioning for an own-brand range. There are also a number of new products such as a 75ml handbag size mini-sprays and an after sun shimmer gel.
The range will be made available across its store network in two phases over the coming months, following an official launch last week.
Boots is also understood to be developing an additional range of self-tanning face, body exfoliants and moisturisers, which are expected to be introduced as a sub-brand under the Soltan line in March.
The retailer has been working with design agency Trident to overhaul the range. It is understood to have been backed by a £500,000 spend. The range is expected to contribute over £30m to overall group sales over the coming year.
The retailer plans to incorporate the relaunched range in a major summer marketing promotional campaign that break in April.
Boots is also reported to be launching a 100-strong range of personal care products under the sub-brand Boots Expert from the end of this month, encompassing hair, skin and oral care, mother and baby products.