SN Whole Health: Arms Race

SUNSCREEN MANUFACTURERS ARE BULKING UP on health claims to stand out in a category that's become as crowded as a beach in August. Mainstream brands tout what they've added and natural brands what they haven't. Both approaches make for a sunny sales forecast. According to market research firm Mintel, the sun protection and sunless tanning market has grown 50% since 2005, to $700 million, and is expected

SUNSCREEN MANUFACTURERS ARE BULKING UP on health claims to stand out in a category that's become as crowded as a beach in August. Mainstream brands tout what they've added and natural brands what they haven't.

Both approaches make for a sunny sales forecast. According to market research firm Mintel, the sun protection and sunless tanning market has grown 50% since 2005, to $700 million, and is expected to grow another 37% over the next five years.

Leading the charge are formul

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