After being diagnosed with basal cell carcinoma in November 2013, and worried about his own children, actor Hugh Jackman has taken to social media to warn families to take sun protection more seriously. As part of 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. “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 is designed for children and is marketing specifically to children ages 3-14—a demographic that is driving category growth and awareness. 
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 Clarke. “Pure Sun speaks equally to kids and moms and brings an element of fun and familiarity to sun care.”