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AD-ttorneys@law – August 2022 | BakerHostetler

Will Coppertone Get Burned for Its Labels?

Client class motion alleges sunscreens are all the identical

It’s Not A lot, However It’s One thing

Via the years, Coppertone – the solar safety merchandise model owned by Beiersdorf Inc. – has demonstrated an admirable, generally prescient, sensitivity to advertising and marketing missteps. Take, as an illustration, its authentic suntan lotion emblem – the profile of a Native American chief with the tagline “Don’t be a paleface.” 

Coppertone changed that picture within the ’50s and launched the now-iconic girl/puppy combo. It was a commendable early change of path for its time – positively enlightened in comparison with sure organizations which have retained racist stereotypes of Native Individuals till fairly not too long ago. Even within the case of the woman and the pet, the corporate has demonstrated a capability for adapting to the changing times, redrawing the brand to make the picture much less revealing. 

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