It is said to provide long lasting photostable UVA and UVB protection, focusing on increasing consumer demand for sun care products that provide all round and durable protection.
The company says that the technology relies on an FDA approved ingredient that protects against UVA, which causes aging and can lead to cancer, together with providing added protection against the primary cause of sunburn, UVB rays.
The AvoTriplex technology combines Avobenzone, a powerful UVA absorber that can weaken after prolonged sun exposure, and a stabilizing agent to prevent the sunscreen from breaking down under the sun's rays.
It is also said that this combination of ingredients includes a UVB enhancer, which, unlike ordinary sunblocks, enables the sunscreen to last longer under the sun's powerful rays.
The new technology is being included in a wide range of the company's sun care products, including its Ultramist sports sprays, Daily Sunblock Lotion SPF 30 and SPF 50, as well as its Kids and Sports Dri-Block product lines.
"Banana Boat has made it easier and safer to stay out and enjoy the sun with our new AvoTriplex, and Powder-Dri technologies," said Jean Fufidio, marketing vice president for Banana Boat.
Having restructured its packaging and skin care products in 2005, the Banana Boat sun care line has proved to be the company's biggest growth brand, continuing to drive the company's financial results.
For the company's first quarter results, revealed at the beginning of May, it reported that sales in its skin care division grew by 8 per cent to $82.8m, against total net sales up 3 per cent to $180.9m.
The company stated that the strong sales were largely attributable to both its Banana Boat brand and its Wet Ones brands, further enhanced by the fact that sun care returns had been particularly low for the 2006 season.
The company is also expecting that the recent acquisition of the Hawaiian Tropic brand will further increase its footprint and growth potential in the sun care segment.
"The acquisition of Hawaiian Tropic is in line with our core category focus
and it enables us to expand our presence internationally, in our fastest growing segment - Skin Care.
The acquisition will also help further diversify the profitability of our total Company portfolio," said company CEO Neil DeFeo.