Australia has the highest incidence of melanoma in the world, more than 1,200 will die from the disease each year. A major problem was proper sunscreen application especially for those applying to themselves alone. This proved to be the very seed of an idea that compelled Raphael McGowan, a local entrepreneur and sibling to a melanoma patient who succumbed to the disease to engage GUZU to resolve. In solving the brief we looked at a form of sunscreen applicator that would make the application 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 before landing on the final solution. The Backslap 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.