Amavara, a specialist in natural and reef-safe sunscreen products, has selected SMACK! Media to drive public relations, communication and digital campaigns for the launch of its mineral based products. Founded by a former Navy SEAL, Amavara aims to educate audiences on its ingredients and the efficacy of sunblock, and how sun care products affect the environment and eco-system.
Amavara claims to have invented a technology that solves some of the biggest problems in the US$11 billion global sunscreen market. The company’sr new ‘Overly Protective’ formula is a natural zinc-oxide sunscreen that ‘feels both clean and cool, but without any harmful chemicals.’
Using a patent-pending formula that allows for a soft, smooth aesthetic, Amavara adds that it has ‘cracked the code’ with its EarthWell Zinc Technology. Its non-nano zinc oxide is billed as the first to ‘truly go on transparent while simultaneously offering uncompromised protection from the sun’s UVA and UVB rays.’ Up until now, the company notes that the reputation of zinc oxide based sunblocks is that that they are either greasy or pasty, hard to apply, and tend to clog pores.
The Amavara ‘Overly Protective’ line is hypo-allergenic, non-comedogenic (non-pore blocking or spot causing), has the highest rating for water resistance possible at 80 minutes, is dermatologist tested and paediatrician tested. The company adds that it has ‘successfully passed rigorous sensitive skin tests to deliver the highest technical performance across the full spectrum of categories by which sun care products are measured… No harmful ingredients are ever used. Amara cracks the code by offering all of the protection of zinc with the aesthetics of a luxury skincare line.’
“The one thing that was powerful enough to pull me away from active duty was my family,” said Amavara Co-Founder and SEALTeams member, Nick Norris. “Amavara was born out of a desire to provide superior skincare protection to our families, whom we love more than anything else. We couldn’t find a sunscreen that met our standards, so we created the one that did.
“We are excited to team with SMACK! Media team to share more about how our products are ideal for everyone from elite athletes that spend hours in the sun to parents looking to protect their kids from both the sun and harmful chemicals.”
Last month, the Environmental Working Group (EWG) released its 11th Annual sunscreen guide, which analyzed more than 880 beach and sport products. Research reportedly showed that roughly 73% of the products it tested either contained ‘worrisome’ ingredients or did not offer the level of UV protection that they advertised.
Additionally, Amavara’s launch comes at the heels of Hawaii’s ban of sunscreen with select chemical ingredients that are seen as damaging to coral reefs.
“As an active mother of two boys who are also swimmers, sunblock is a staple in our house,” said Elisette Carlson, Founder of SMACK! Media. “I use mostly mineral products but find them to be tough to rub in. I tried Amavara while training on my bike and for daily use and loved that it rubbed in easily and is transparent. Then I read more about the company founder and mission and loved how they are already supporting the Junior Lifeguards in Hawaii, as well as protecting our environment.
“My team and I are honoured to be able to help share the mission, products and passion behind this company.”
The Amavara Overly Protective products are available online and include SPF 50 Facesticks, SPF 30 lotion, and SPF 50 lotion with Earthwell Zinc technology.
