Melanoma is a familiar word to most Australians. But it’s only when melanoma directly impacts our lives that we begin to understand the seriousness of this type of skin cancer. Unfortunately, Australia has the highest incidence of melanoma in the world. On average, 30 Australians will be diagnosed with melanoma every day and more than 1,200 will die from the disease each year.
A major area that is compounding the problem is the awareness of how to protect one’s self from the sun by active sunscreen application. Of those surveyed in a national poll in 2009, it was concluded that unless a person was assisted in the application at least 1/3 of the persons exposed skin was inadequately covered. This proved to be the very seed of an idea that compelled Raphael McGowan, a local entrepreneur and symbolising to a melanoma patient who succumbed to the disease to engage GUZU to resolve.
Our course of action in solving the brief was to look at a form of sunscreen applicator that would make the process simple, clean and portable. It had to also be visually attractive to the end user as it would often reside in a hand/beach bag.
We developed over 6 prototypes that were individually evaluated and tested along the following metrics:
The Bakslap incorporates all the function and aesthetics that Raphael requested. Furthermore, it has proven to be a real catalyst for change in the application of skin care products and a winner with families and professional outdoor operators alike.
GUZU’s marketing and the brand team worked with local graphic designer Erica Halse to put the brand strategy and creative direction across packaging, POS and general marketing collateral.