A year ago, Bayer’s Coppertone brand partnered with beauty influencers and the Skin Cancer Foundation to promote sun safety. This year, Coppertone is reaching out to younger consumers via a partnership with 4-H, a global network of youth organizations whose mission is "engaging youth to reach their fullest potential while advancing the field of youth development."
This summer, Coppertone is providing 4‑H’ers with the sun safety tools they need to protect themselves, Coppertone hopes to help 4‑H members and their communities realize the importance of sun safety every day – not just at the beach or pool. To encourage and educate kids and parents to develop better sun safety habits year round, Dr. Elizabeth Hale is working with Coppertone to launch the “Protect What Matters Most” campaign.
The aim of Protect What Matters Most is to inspire kids to adopt healthy sun-safe behaviors – like wearing sunscreen every day – and to empower them with necessary tools to be change ambassadors in educating their families and communities about the importance of daily sun protection.
Hale, a New York City mom and dermatologist practicing on the Upper East Side of Manhattan, specializes in treating sun damage and skin care. She has worked with Coppertone for 12 years to promote sun safety.
“I have three kids and Coppertone is very aligned with what I do,” she explained.
With a market share of nearly 19%, Bayer, the parent company of Coppertone, is the No. 3 player in the $1.2 billion US sun care market, according to IRI. With Memorial Day right around the corner, so too is the unofficial start of summer.
For Summer 2018, Coppertone is rolling out several new products and rebranded others. The Defend & Care line was rebranded this year, but not every product is new for 2018. The new products in the line are Coppertone Defend & Care Clear Zinc Sunscreen, New & Improved Formula - Coppertone Defend & Care Oil-Free Faces Sunscreen and Coppertone Defend & Care Faces Sunscreen Stick.
Other new products are SportFree & KidsSport, which I included their fact sheet as well.Defend & Care Face is a clear zinc formula and is available in SPF 50. Sport Free contains no fragrance, parabens, oxybenzone, PABA or dyes and is water resistant for 80 minutes. Finally, Coppertone added two Kids Sport formulas (SPF 50 and 100).
“We know that 90% of skin cancer is due to overexposure and that 90% of aging is caused by UV,” she explained. “That’s why it is so important to talk about sun protection.”
The 4-H name represents four personal development areas of focus for the organization: head, heart, hands, and health. As of 2016, the organization had nearly 6 million active participants and more than 25 million alumni. Coppertone and 4-H developed the nationalSun Smarts Challenge, a competition that encourages 4-H youth to share creative ways to incorporate sun safety into their everyday lives.
“Peer-to-peer education is very important,” noted Hale.
Coppertone will help them turn their ideas into reality with a $10,000 grant awarded to a 4-H summer camp in one of the areas most affected by rising melanoma rates. The three 4-H winners will also receive a $1,000 cash stipend and their winning idea will be shared on the 4-H website, along with a Sun Safety Guide resource for parents, kids and teens; so families across the country can benefit from the bright ideas.
“We must educate students and 4-H is one way to reach them,” explained Hale. “It’s much harder to educate a 40 year-old about proper sun protection.”
Coppertone will help three winners turn their ideas into reality with a $10,000 grant awarded to a 4-H summer camp in one of the areas most affected by rising melanoma rates. The three 4-H winners will also receive a $1,000 cash stipend and their winning solutions will be shared on the 4-H website so families across the country can benefit from these sun smart ideas. Winners will be announced in the coming weeks.
Customized for all age groups, the Sun Safety Guide is a collaboration between Coppertone, 4-H and Hale. It includes an activity guide for kids to test their sun safety knowledge, social assets to connect with teens and important tips for parents so families can learn together.
In addition to the Sun Smarts Challenge, Coppertone is working with 4-H to identify communities that can benefit the most from the brand’s BrightGuard partnership, which provides free public access to sunscreen via sampling kiosks.
It’s all part of Coppertone’s push to reduce incidence of skin cancer.
“Squamous and basal cell carcinomas are increasing and so is melanoma, the deadliest form of skin cancer,” observed Hale. “At one time, the risk of getting melanoma was 1 in 2,500; now, it is 1 in 60.”
By working with 4-H, Coppertone hopes to improve the odds of avoiding melanoma.