Actor Hugh Jackman launches sun care line for children


NEW YORK — Actor Hugh 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,” stated 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 to 14, the demographic that is actually driving category growth and awareness, the company stated. 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 each. They are 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.