Australian Gold, a leader in sun care for over 35 years, has launched new packaging — and formulas. The brand’s newest reformulations — and new launches — don’t include Oxybenzone and Octinoxate, due to research that has shown how these ingedients have negatively impacted coral reefs. These ingredients are also banned in many of coastal cities and states.
Matt Cotton, CEO of Australian Gold, says, “The skin and sun care categories are rapidly changing and our team proactively develops products that provide a superior experience and benefit to our consumers, all while keeping the planet and our ecosystem in mind.”
In addition to reformulating its Classic lines, the brand is launching new products, including a high-performance Sport Collection with proprietary ingredients.
Kristen Steinbrook, associate director, R&D, Australian Gold, says, “With the increase of scientific studies and the rise of social and environmental awareness, we saw an opportunity a few years ago…and began the process of reformulating our Classic Line…now, we have made huge steps forward towards expanding existing products and launching innovative collections, such as the Sport Ultra Chill and our new Botanical Tinted Face Mineral Lotions shades.”
The New Look
While going through the process of reformulation, the brand saw an opportunity to redesign its packaging.
Utilizing simplified and educational communication on all packaging, Australian Gold’s newest product launches maintain the same essence that consumers love from the brand but with a sleeker, more upscale look.
There was a firm priority in maintaining the Koala logo, dark brown label and use of gold accents that consumers know and love from the brand.