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Adcock Ingram Consumer division acquires Island Tribe sunscreen range

Adcock Ingram Consumer division acquires Island Tribe sunscreen range

The Consumer division of Adcock Ingram Healthcare (Pty) Ltd, has acquired the full range of Island Tribe sunscreen products for the South African market, from Creighton Products (Pty) Ltd. The acquisition is in line with Adcock Ingram’s commitment to expand the Group’s product portfolio through partnerships and acquisitions, particularly in non-regulated areas.

Adcock Ingram Consumer division acquires Island Tribe sunscreen range

09 March 2017 - The Consumer division of Adcock Ingram Healthcare (Pty) Ltd, has acquired the full range of Island Tribe sunscreen products for the South African market, from Creighton Products (Pty) Ltd. The acquisition is in line with Adcock Ingram’s commitment to expand the Group’s product portfolio through partnerships and acquisitions, particularly in non-regulated areas.

From 01 March 2017, the Consumer division will market the Island Tribe range, which is positioned as sun protection for sports enthusiasts. “We are excited about this new area and opportunity,” said Juliet Fourie, Consumer divisional head at Adcock Ingram. “The Island Tribe range gives us an opportunity to participate in the non-scheduled goods area while expanding our presence in the personal care arena. With our FMCG experience, we see the opportunity to expand the distribution channels for Island Tribe and to grow our basket of offerings, bringing us closer to the consumers we serve.” Together with this acquisition, Adcock Ingram will also acquire from Creighton Products, the Natural Lab range of premium body care.

Island Tribe is currently marketed through a limited number of outlets in line with the brands positioning for the active sport enthusiast. Island Tribe protects against UVA and UVB rays and makes claim to offering excellent water resistance. SPF 50 Clear Gel, offering the highest water resistance of the range, is the flagship sunscreen. CANSA, the Cancer Association of South Africa, endorses the Island Tribe range. ‘Tame The Sun’ and ‘Live Clean’, are trademarks that complement the messaging around the sunscreens and the body range.

As testimony to the Island Tribe name, well known SUP explorer, Chris Bertish, has worn the sunscreen and proudly displayed the Island Tribe logo, throughout his sojourn across the Atlantic. He is seeking to be the first person to paddle across the Atlantic Ocean standing up.

“There is so much fun to be had in advancing this lively brand,” concluded Fourie. “We expect to roll out the marketing waves to make the most of this opportunity.”