The Kolkata-headquartered Rs 2,000 crore-plus diversified Emami is extending its power brand Boroplus, foraying

RELATED ARTICLES Emami Q4 net up 33% at Rs 72 cr; FY12 profit at Rs 259 cr

into the growing sun care segment.

The move, according to senior Emami officials, was prompted by a 4 per cent growth in volume and 15 per cent value growth in the sun protection lotion category during the year 2009-2010.

Boroplus Sun Protection lotion, the newest offer from the Emami stable, with its unique 2 in 1 proposition of “sun protected & glowing skin” is targeting an 8 per cent market share in the first year itself, said Harsh Agarwal, director, Emami Group.

“This season Emami will be introducing a slew of products and targets a 25 per cent growth in sales. Boroplus Sun protection lotion is one of the brand extension this summers.

Keeping in mind the essence of ‘healthy skin’ and to embody a strong association with the mother brand, Boroplus Sun Protection lotion is specially formulated using 7 powerful sunshield herbs to give the dual benefit of sun protection and glowing skin. With this launch we would target a larger play in the summer lotions segment,” Agarwal said.

Boroplus sun protection lotion comes with SPF 15, the highest selling and most recommended sun protection variant. It has a non-oily and non-sticky formulation that also gives a ‘cooling freshness’ to the skin, Emami officials said.