NEW SUNSCREEN TO COVER CANADA
By Adnews Staff
DuraScreen sun protection products, introduced in select Quebec and Ontario markets last year, will roll out to the rest of the country in time for this year's hot weather. DuraScreen's Canadian distributor, Pharmascience Inc. of Montreal, says the products offer eight hours of waterproof sun protection with just one application. This eliminates the risk of failing to re-apply sunscreen, a widespread phenomenon in Canada according to a recent Angus Reid Group survey conducted for Pharmascience. The telephone study revealed that although 93% of those surveyed are aware of the risks involved in too much exposure to the sun, 67% admitted that either they or their family members had been burned after failing to re-apply their sunscreen. Pharmascience plans to launch a national advertising campaign to promote DuraScreen's roll out. FCB Direct of Toronto will handle the campaign. GCI Communications' Montreal office handles Pharmascience's PR. DuraScreen is manufactured by California-based Penederm Inc.