NEW YORK--(BUSINESS WIRE)--Actor Hugh Jackman wants families to take sun protection more seriously. To meet this goal Jackman and his business partner Chris Clarke have launched a new line of products called Pure Sun Defense.
“Sun protection wasn’t as prominent for my generation and it’s important we emphasize its value for the next,” says Jackman, who was initially diagnosed with basal cell carcinoma in November 2013 and has since used his personal social media to emphasize the importance of wearing sunscreen. “I’m a father and want my children – all kids, really – to protect themselves against the health risk of skin cancer, since it’s so easy to do so.”
Pure Sun Defense has an opportunity to find a loyal audience in the sunscreen market: most of the leading sun protection brands have limited products designed for children and no single brand is marketing specifically to children ages 3-14, the demographic that is actually driving category growth and awareness. Studies also show children under the age of 10 who don’t apply sunscreen are 50% more likely to develop skin cancer as adults, versus children who do.
Pure Sun Defense products, developed to appeal to kids through product quality and relevant packaging, are all:
- Broad Spectrum SPF 50 UVA/UBA protection and water resistant
- PABA free, fragrance free and hypoallergenic
- Tested by dermatologists, pediatricians, and recommended by the Skin Cancer Foundation
- Made in America
The new products are available in a 6-oz spray and 8-oz tube with a suggested retail price of $5.98 for either, and sold at Walmart and Target nationwide.
To further engage children about the benefits of early sunscreen use, Pure Sun Defense forged partnerships with Marvel, Disney and Universal studios that bring favorite characters to sun care, including The Avengers®, Spider-Man®, Despicable Me®, Frozen® and Princesses®.
“Superheroes and winning animated films are an integral part of our children’s culture,” says Chris Clarke. “Pure Sun speaks equally to kids and moms and brings an element of fun and familiarity to sun care.”
About Pure Sun Defense
Pure Sun Defense was created by Pure Growth Group in New York. Pure Growth Group (PGG) is a product innovator and marketing consultancy. PGG has launched proprietary brands SK Energy Shots and Bear Grylls Outdoor, and also works with Fortune 500 companies such as Time Warner Cable and Mars, Inc. Hugh Jackman is a co-founder and executive director at PGG, and led the development of the new Pure Sun Defense line, along with PGG co-founders Chris Clarke and Sabrina Peterson. For more information, visit www.puresundefense.com.
