Sun Bum Brand Guide 1

Sun Bum Brand Guide 1

Trust The Bum Sun Bum / Brand Guide This Brand Guide is intended to explain a little about what we are all about. It is intended for our close-knit family of sales representatives and our newest international members as we expand our distribution, to keep our brand messaging clear and consistent. We ask that you respect the confidentiality of the contents and keep our recipe or ethos under wraps. Revised April 2015 Mission Our mission at Sun Bum is to create a quality brand of sun care products specifically formulated for people who live and love in the sun. A brand that captures the essence and aesthetic of the beach lifestyle while protecting us, and the ones we love, from the harmful dangers of the sun. A brand, with a little edge, that reminds our customers that we are like them and not a giant disconnected corporation. We re just a small company with a big dream of becoming the most trusted sun care brand in the world. 2

Sun Bum / Original Sun Bum / Original Our ORIGINAL line of sunscreen utilizes organic sunscreens. Organic sunscreens are soluble and therefore more resistant to wiping, sweating, and abrasion. They absorb the sun s harmful rays without leaving a reflective film on your skin like an inorganic mineral sunscreen does. Each sunscreen targets specific wavelengths of the UV spectrum (UVA or UVB) and offers 4 levels of protection based on skin type and time in the sun. Used by locals and tourists alike on their entire bodies, Sun Bum ORIGINAL is a classic mainstream sunscreen that works the way most people expect sunscreen to work. It goes on smooth, disappears, smells amazing, moisturizes your skin, and let s you get a little tan (slowly and safely) if you so desire. Features / Benefits Broad Spectrum UVA / UVB Protection Water Resistant / 80 Minutes (highest possible rating) Skin Cancer Foundation / approved (in the USA) PABA Free / will not irritate your skin and is safe for kids Oil Free / will not clog your pores or cause breakouts Sheer Formula / to ensure it goes on nice and smooth Hypoallergenic / won t cause common allergic reactions No CFCs / will not cause damage to the ozone layer 100% Vegan / Gluten Free / Cruelty Free Paraben Free / does not contain this preservative Please note that all imagery and claims relate to the as sold USA product range. There may be variations in international markets, as to formulation, packaging or advertising. 3

Sun Bum / After Sun Sun Bum / After Sun Beyond our line of trusted sunscreens, we ve added a few After Sun products that will help protect, soothe, and moisturize your skin at the end of a long day in the sun. Our Dry Touch Aloe Vera Cucumber Body Oil Spray with Vitamin E goes on hands free while it tingles, heals, and restores moisture to your stupidly sunburned skin. If you want to indulge your skin, and we mean really indulge, pick up our best selling, great smelling, (hey, that rhymes) Moisturizing Aloe Lotion with Vitamin E and Cocoa Butter... words cannot express. Features / Benefits Restores and protects sun damaged skin Prevents peeling for a longer lasting tan Contains cooling Aloe Gluten Free / 100% Vegan Alcohol Free Vitamin E Enriched 4

Sun Bum / Signature Premium Endurance Sunscreen Or Signature line of sunscreen protects by creating a reflective barrier on top of your skin that disperses the harmful UV light before it even touches the skin. Unlike organic sunscreens, inorganic referred to as mineral sunscreens are insoluble and will not break down over time. This makes them the sunscreen of choice for endurance athletes and anyone who spends extended periods of time outdoors without the opportunity to reapply. Sun Bum Signature is used and trusted by professional surfers, watermen and many lifeguard and beach rescue organizations throughout the world. Features / Benefits Broad Spectrum UVA / UVB Protection Water Resistant / 80 Minutes (highest possible rating) Skin Cancer Foundation / approved (in the USA) Non-Greasy / will not make your hands slippery Non-Migrating / will not run into or sting your eyes Mineral Based / a natural non-chemical foundation Oxybenzone Free / does not contain this chemical Paraben Free / does not contain this preservative PABA Free / will not irritate your skin and is safe for kids Oil Free / will not clog your pores or cause breakouts Hypoallergenic / won t cause common allergic reactions Not Tested on Monkeys (or any other animals) 5

Baby Bum A baby s skin is very different... Because we knew that we were actually going to put this product on our very own babies and toddlers whose bodies are in extremely critical developmental stages, we spent years of our own and outside research to determine exactly how it should be made and who should make it. Our Baby Bum line was formulated and produced in Australia. Due to the country s closeness to the equator, depleted ozone layer and very active outdoor lifestyle, Australia is known throughout the world for being at the forefront of natural sunscreen technology, protection, and education. We are thrilled with our partnership with the Aussies and are so very proud of our premium all natural formulation, Baby Bum. Features / Benefits Broad Spectrum UVA / UVB Protection Water Resistant / 80 Minutes (highest possible rating) 100% Mineral Based / non-nano zinc oxide actives Natural / contains naturally sourced ingredients Synthetic Free / Paraben Free PABA Free / will not irritate your skin and is safe for kids Hypoallergenic / won t cause common allergic reactions Not Tested on Monkeys (or any other animals) It s Not Just For Babies and is great for sensitive skin 6

Baby Bum Why is Baby Bum Better? Pediatricians recommend a different sunscreen for babies and toddlers, because their skin is different. When choosing baby sunscreen, pick a broad-spectrum sunscreen with an SPF of at least 15. The American Academy of Dermatology recommends using a broad-spectrum sunscreen with an SPF of 30 or more. To avoid irritating your baby s skin and eyes, use a sunscreen that contains only inorganic filters, such as zinc oxide and titanium dioxide. -Jay L. Hoecker, M.D. / Mayo Clinic Other Baby Sunscreens For many sunscreen brands, making a Baby sunscreen is as easy as putting their basic sunscreen formula into a pink bottle. To them the term Baby or Kids sunscreen is used purely as a marketing term. They put no effort into making a product that actually works better for Babies and Kids. Baby Bum uses only one active ingredient, Zinc Oxide, to safely provide SPF 30 Broad Spectrum coverage. Why SPF 30? Why not a higher SPF? When properly applied an SPF of 30 covers 97% of the suns rays. If you jump to an SPF of 50 you only gain 1% more coverage. Unfortunately, to achieve that additional 1% you typically have to add chemicals. Because we wanted to offer the purest, most natural formula with the best protection we chose to go with an SPF 30. Same Formula Different Name You can only tell it s for KIDS, because of the multi-colored font, BUT the ingredients are EXACTLY the same. Banana Boat Kids UltraMist Continuous Spray Sunscreen Banana Boat Ultra Defense Continuous Spray Sunscreen Both contain the exact same ingredients. Different SPFs, different shaped bottles, SAME ingredients. Coppertone Kids Sunscreen Lotion, SPF 70+ Coppertone Sport Ultra Sweatproof Sunscreen Lotion, SPF 80 Both contain the exact same ingredients. 7

Sun Bum / Lifestyle Bum Gear Protecting our skin is one thing, having fun is another... so we ve developed a high quality collection of some old favorite beach games. Toss our Beach Flyer that is guaranteed to be the best on the beach, or try our top selling Paddle Ball Set that comes with a shoulder bag and two signature balls for hours of smacking. Make a diving catch in the waves with our Waterproof Beach Football, then dry off and relax with one of our extra large Beach Towels (PYLA or Sonny), featuring a terry side for absorbency and a plush velour side for the ultimate nap. For sunny days and hollow waves rub the belly of our little Lucky Bum that can hang from your rear view mirror or beach bag, or wherever you need to be reminded to wear sunscreen. If he s not big enough, splurge and pick up our highly sought after 9 collectable vinyl mascot Sonny (limited quantities). 8

Merchandising / Policies Point of Purchase (POP) From the beginning we felt the best way to spend the limited marketing dollars was to put all the money right at the point of purchase. That s why we give retailers a merchandising ape, display, etc when they purchase a qualifying package. The POP gives the brand an immediate and impressive presence in the store. Minimum Packages We ask our specialty retailers to invest in us with the purchase of one of our packages for their opening order: - which makes it easy for new retailers to access the depth and variety of our product range, gets us valuable real estate and secures a fixture so we can display the products as they were intended. Reorders are as required. Displays and merchandising materials are available at no cost to the retailer with the purchase of a qualifying Sun Bum package. There are a variety of packages available at a variety of price points. Sun Bum will continue to support its most valued retailers by offering signage, stickers, and product donations to select retailer-sponsored events. We welcome opportunities to collaborate with the right accounts for special window treatments/flags/banners etc. Vinyl Sonny Ape Our display ape, Sonny is made of vinyl. If his arms are put straight out or if he is holding products, the weight will eventually make him tip over as the vinyl softens in the heat. Windows Custom banners can be created upon request for store windows and/or doors. Sales Rep Responsibilities Have Fixture Agreements completed, signed and returned to Customer Service. Ensure that other companies products are not placed on Sun Bum displays. Displays are kept clean, dusted, and tidy. Any damaged or defective items are taken off the shelves and credited. Displays/POP to be collected from stores who stop selling Sun Bum, and can be returned to one of our warehouse locations, or used for another nearby account. 9

Merchandising Great Displays Do Product organized / straight Only Sun Bum product on display Fully stocked Don t No other brands on SB displays Disorganized / Messy Low stock makes room for other brands to take the space. 10

Merchandising Front / Middle / Back As most of you know, the key to getting the consumer s attention is a strategy called front, middle, back. This means, we d like to have the brand represented in 3 locations of each store if possible. Maybe a window cling/sticker on the front door, or an ape in the window, then maybe a lip balm display or another small SKU at the counter, and then our sun care display or merchandised product wherever is best in the store for the third location. These multiple points of contact help to create the brand awareness and confidence necessary for a customer to make a purchase on a less known brand. 11

Sales 2014 Stats Where We Are We are currently in over 4000 stores across 49 states in the USA, throughout the Caribbean, and are expanding internationally. Suncare Sales Ranking Lifestyle Sales Ranking Lip Balm Sales by Flavor 12

Price Comparisons USA Based Data Sun Bum / Original Price Volume Per Ounce SPF 30 Sunscreen $15.99 8.0 OZ $1.99 Neutrogena Price Volume Per Ounce SPF 30 Sunscreen $9.49 3.0 OZ $3.16 Banana Boat Price Volume Per Ounce SPF 30 Sunscreen $9.99 8.0 OZ $1.25 Sun Bum / Original Price Volume Per Ounce SPF 30 Spray $15.99 6.0 OZ $2.66 Clinique Price Volume Per Ounce SPF 30 Body Cream $21.00 5.0 OZ $4.20 Hawaiian Tropic Price Volume Per Ounce SPF 30 Sunscreen $8.99 6.0 OZ $1.49 Coppertone SPF 30 Sunscreen Price $9.99 Volume 8.0 OZ Per Ounce $1.25 Coola Price Volume Per Ounce SPF 30 Spray $32.00 6.0 OZ $5.33 Signature Price Volume Per Ounce SPF 30 Face Stick $14.99 0.45 OZ $33.31 SPF 30 Sunscreen $17.99 3.0 OZ $5.99 Watermans Price Volume Per Ounce SPF 33 Face Stick $15.95 0.3 OZ $53.16 SPF 33 Sun Cream $19.95 3.4 OZ $5.86 Vertra Price Volume Per Ounce SPF 38 Face Stick $22.00 0.37 OZ $59.45 SPF 45 Sunscreen $27.95 2.4 OZ $11.64 Headhunter Price Volume Per Ounce SPF 30 Face Stick $14.00 0.43 OZ $32.55 SPF 30 Sunscreen $12.00 3.0 OZ $4.00 Surface / Sport Price Volume Per Ounce SPF 45 Face Stick $10.00 2.5 OZ $4.00 SPF 30 Sunscreen $10.00 0.5 OZ $20.00 Baby Bum Price Volume Per Ounce SPF 30 Face Stick $12.99 0.45 OZ $28.86 SPF 30 Lotion $17.99 3.0 OZ $5.99 California Baby Price Volume Per Ounce SPF 30 Face Stick $14.99 0.5 OZ $29.98 SPF 30 Lotion $19.99 2.9 OZ $6.89 Badger Price Volume Per Ounce SPF 35 Face Stick $8.49 0.65 OZ $13.06 SPF 34 Sunscreen $15.99 2.9 OZ $5.51 13

Important Info Returns / Credit Requests for damaged product If a customer has a broken bottle, snapped paddleball set, etc. we will issue a credit for the damaged goods. We do not issue RA s for this product to be returned as generally it simply needs to be discarded. Please send all credit requests for damaged products to Accounting@TrustTheBum.com. Due to hygiene reasons, we cannot process returns or exchanges on sun care products, unless they are faulty. If there is a complaint about a sun care product or after sun product, we ask that the customer discontinue use, and contact Customer Service so we can obtain further product details. Sun Bum Credit Terms Offered Credit Card: Net 30: Anything else: Most common Offered by Sales Rep based on Experience Must be submitted and approved by Sun Bum Corporate Procedure for terms Credit Card: Info must be submitted at time of order to avoid follow up phone calls Net 30: Credit App submitted by Sales Rep on required form - will notify Sales Rep of status within 2 days Limit Initial credit limit will be $5000. Evaluate if more is needed for opening order. Sales Rep Kits New Sales Reps will receive product samples, POP and catalogs on commencement, or as otherwise directed by Sun Bum Corporate. Quality Issues If there is a product quality issue that you re concerned about please send the information to Brian at: Brian@ TrustTheBum.com. Brian may ask for the lot number on the product, which can be found on the bottom of all bottles, jars and tubes. The codes are 7 characters long (6 numeric and one letter). (the letters I, L, N, O are not used for clarity purposes) A - January B - February C - March D - April E - May F - June G - July H - August J - September K - October M - November P - December Price We feel that maintaining our pricing is important and attempts to undercut our pricing is damaging to us all. We cannot mandate our MSRP, however we have a Minimum Advertised Pricing Policy to assist with online retailers and their advertised pricing for our products. Sun Bum remains dedicated to the boutique market. Our prices are higher. Our product is better. Our customers expect something unique and better to cost more. They won t believe it s better if it doesn t cost more. Consumers understand that a Mercedes costs more because the materials, workmanship, and performance is better, and expect to pay more for it. You can offer promotions (beach flyer giveaway), dating (approved by corporate), etc but never, discount the actual product to the retailer. Bottom line: Hold the price on our product. If you don t, it will not sell. 14

Skin Cancer Foundation Skin Cancer Foundation Since its founding in 1979, The Skin Cancer Foundation has set the standard for educating the public and the medical profession about skin cancer, its prevention by means of sun protection, the need for early detection, and prompt, effective treatment. It is the only international organization devoted solely to combating the world s most common cancer, now occurring at epidemic levels. For the general public s protection, Sun Bum always defers to the recommendation of the Skin Cancer Foundation, the CDC and the FDA when choosing active ingredients. In all cases we recommend a broad-spectrum sunscreen offering protection against both UVA and UVB rays (Such sunscreens) combine several different active chemical sunscreen ingredients in order to provide broad-spectrum protection. Usually, at least three active ingredients are called for. These generally include PABA derivatives, salicylates, and/or cinnamates (octylmethoxycinnamate and cinoxate) for UVB absorption; benzophenones (such as oxybenzone andsulisobenzone) for shorter-wavelength UVA protection; and avobenzone (Parsol 1789), ecamsule (Mexoryl), titanium dioxide, or zinc oxide for the remaining UVA spectrum. The Skin Cancer Foundation Skin Cancer Facts One in five Americans will get skin cancer in their lifetime. We can reduce the risk by 80% simply by regularly applying approved sunscreen products. There are more diagnosed cases of skin cancer in America each year than of all other cancers combined. Melanoma is the most common form of cancer for young adults 25-29 years old and the second most common form of cancer for young people 15-29 years old. The Active Seal is used for sunscreens that should protect the wearer from extended sun exposure, such as exposure received outdoors during recreational activities. Examples might include high SPF products, sport sunscreens, zinc oxide/titanium dioxide sticks, and baby products. This seal includes a UVA protection and water resistance requirement. The bulk of Sun Bum s USA sun care products, have been put through the rigorous SCF testing process. The Skin Cancer Foundation does not lend its seal of approval to higher risk products that do not meet their very stringent standards. Sun Bum has spent more than $100,000 dollars to date on additional testing from the SCF so that we can be absolutely sure that our customers can truly Trust the Bum. 15

Good Surfers For Autism Sun Bum is proud to be the Official Sun Care of Surfers For Autism (SFA). They are a certified 501(c) non-profit organization dedicated to the introduction of the sport of surfing to children with special needs. The surfers and their families are treated like rock stars at each event and the privileged volunteers are changed forever. www.surfersforautism.org Skin Cancer Foundation Since its founding in 1979, The Skin Cancer Foundation (SCF) has set the standard for educating the public and the medical profession about skin cancer, its prevention by means of sun protection, the need for early detection, and prompt, effective treatment. It is the only international organization devoted solely to combating the world s most common cancer, now occurring at epidemic levels. Protect The Groms In 2015 Sun Bum will introduce Protect The Groms a 501c3, eco-friendly, non-profit organization whose sold focus will be to inspire kids of all ages on the importance of protecting themselves from the harmful dangers of the sun. The messaging will not use scare tactics and statistics as is the traditional method, instead, Protect The Groms will inspire through creating and sharing the stoke of the beach lifestyle community and trust that the kids will choose the lifestyle because it is beautiful, not scary. Actors, athletes, musicians, and artists will be invited to participate, based on vibe, authenticity, and lifestyle, not on pop culture popularity or performance. Sun Bum believes that good people who live life and love others will be the one s to inspire the next generation. Sun Bum continues its partnership with the SCF to develop and thoroughly test all of its sunscreen products to ensure our customers are safely protected from the sun. www.skincancer.org 16

Ask The Bum What is Broad Spectrum? Broad-spectrum sunscreen protects against the harmful effects of both UVA (aging rays) and UVB (burning rays). To be classified as offering broad-spectrum protection, a product needs to absorb or reflect at least 90% of the UV rays. All Sun Bum Sunscreens offer broad-spectrum coverage. What does SPF mean? What SPF do I need? Sun Bum is proud to partner with the Slater Brothers (Sean, Stephen, and Kelly) as they host their annual charity surf event in support of the World Skin Cancer Foundation. The event includes an amateur and professional surf contest, skate/vert competition, a 5k run, a beach volleyball tournament, a stand-up paddleboard contest, live music, and an action sport film festival. Free cancer screenings will be offered throughout the two-day event. PYLA. A variety of active ingredients can be used to achieve broadspectrum coverage. UVA and UVB Rays UVA rays penetrate the skin more deeply than UVB rays and are primarily responsible for premature skin aging and wrinkling. UVA rays have also been shown to cause skin damage at the cellular level. UVB rays damage the outer layers of the skin. They are the main cause of sunburn and play a key role in the development of skin cancer. The main thing that affects protection level is applying it correctly. Dermatologists recommend using 3 tablespoons of sunscreen to protect your whole body. SPF ratings are significantly decreased if you don t apply enough. Most people only apply 1/3 of the sunscreen they need. Make sure you use enough and don t neglect hard to reach and easily forgotten places like you ears, feet and upper back. Epidermis Dermis Subcutaneous Without protection UVA and UVB rays penetrate and damage the skin. Epidermis Dermis Subcutaneous A Broad Spectrum sunscreen protects your skin from UVA and UVB rays. What is Parsol 1789? Also known as Avobenzone, Parsol 1789 offers full spectrum UVA protection. Because of its ability to protect against a wider range of rays then other organic sunscreens it has become a go to ingredient to achieve broad-spectrum coverage. How often do I need to reapply? A good rule of thumb is to reapply sunscreen every 2 hours, but you need to reapply more frequently after swimming, sweating, or toweling off. Is Sun Bum Waterproof or Water Resistant? All of our sunscreens have the highest possible Water Resistance rating of 80 minutes. Waterproof is no longer a claim that can be made according to the ruling made by the FDA in the United States in 2011. There are only two allowed Water Resistant ratings, 80 minute or 40 minute. Advances in research have allowed companies to formulate sunscreens that adhere well to your skin. However, regardless of the claims, you will have to reapply if you re sweating heavily or doing activity in the water. 17

Ask The Bum Are Sun Bum Sunscreens Safe? Yes, in all cases, Sun Bum follows the recommendations and guidelines set by the American Skin Cancer Foundation (SCF), the American Cancer Society (ACS), and the American Food and Drug Administration. The Skin Cancer Foundation is internationally recognized as an educational leader to the public and medical communities related to skin cancer prevention. Sun Bum sunscreens are stringently tested, approved, and recommended by the SCF. When we started developing our original formula in 2010 it seemed obvious that we would make an all natural product, first, because we care about protecting the environment, and second, we knew we would be slathering our products on our very own family and friends. We are NOT in this for the money; we are in it to protect ourselves and the ones we love. One in five of us will get skin cancer in our lifetime, (1 in 3 Caucasians). That said, as we did the yearlong research on the subject we found that a lot of the natural sunscreens sounded great but didn t actually cover the sun s critical wavelength (broad spectrum). The other research that sealed the deal for us was that although everyone wants a natural sunscreen, most of the reviews we read were customers complaining about the way the natural products felt on their skin (too thick, sticky, made them look ghostly, smelled bad, had to scrub it off, short shelf life, etc ). We knew if we were going to move the needle on skin cancer in our community, we would need to create a formula that our friends and family would actually want to use, and love the way it smelled, felt on their skin, went on and came off. So, we developed a formula with as few FDA and SCF approved chemicals as possible, to give us the feel, smell, and functionality we all wanted, and took out the rest. Sun Bum uses a mix of organic and inorganic sunscreens as recommended by the FDA, SCF, and ACS, as opposed to the recommendations of non-scientific lobbyist groups. We based our decisions on real science, on how to best protect our friends and families from the FACT that someone in America dies every minute from skin cancer. We totally respect, understand, and appreciate your concerns about sunscreen ingredients, and we know there is much debate, so we will continue to work hard to stay informed on new scientific findings from around the world. Do your sunscreen sprays work as good as your lotions? Yes, as long as you make sure to rub it into your skin after spraying it on to make sure you are evenly and totally covered. Sprays are super convenient but can be tricky on windy days so make sure the sunscreen is going on your body and not into thin air. What is Oxybenzone? Is it safe? Oxybenzone is a widely used chemical sunscreen. It is approved and recommended by the FDA and Skin Cancer Foundation as an effective sunscreen and it has been in use for over 20 years. Oxybenzone is used in combination with other sunscreens to help cover the broad spectrum of UV rays. The Environmental Working Group (EWG), a Washington DC based lobbying group, popularized claims about the toxicity of Oxybenzone. Old research on rodents suggested that Oxybenzone could interact with hormones when fed to the rodents in extremely high doses. There is no evidence that Oxybenzone poses a risk to human health. If you covered your entire body with oxybenzone in the concentrations that are in sunscreens and used it every day, it would take over 30 years to get to the point of what these rats were fed in these studies, says dermatologist Darrell Rigel, MD, FAAD, who is a clinical professor of dermatology at New York University Langone Medical Center. Our Original line Moisturizing Sunscreen Lotions, Continuous Spray Sunscreens and Clear Formula Zinc Oxide contain small amounts of Oxybenzone well below the amounts recommended by the FDA. If you still have concerns about Oxybenzone check out our Signature Line which is Oxybenzone free, or our Baby Bum line. Is it okay to get a little base tan when I m pasty? Dear pasty dude or dudette, any sun exposure damages and ages the skin, so even a hint of color means you re creating wrinkles, sagging, and cell injury that could lead to skin cancer. Do you really need sunscreen if you have dark skin? It s true that more skin pigment = more melanin = more natural protection, but people with dark skin are still at risk for skin cancer. And it s often deadlier because it s hidden in places like hands and feet and not diagnosed until it s in a serious stage. Bob Marley died at the age of 36 from skin cancer that went undiagnosed for years on his foot. Isn t getting some sun good for you? 20 minutes of daily sunlight (without sunscreen) gives you a healthy dose of Vitamin D, which is essential for good health. I love your logo, how do I get some free stickers? Just send a self addressed stamped envelope to our Cocoa Beach office and we ll hook you up. Sun Bum 101 N. Orlando Ave Cocoa Beach FL 32931 18

Ask The Bum Do your products contain Parabens? Vitamin A? We no longer use Parabens or Vitamin A in any of our products. Most of our products never have contained either of these ingredients including our Original Sunscreen Lotions, our Signature line, and our Baby Bum line. A few of our products did originally contain these FDA and SCF approved ingredients, but due to consumer s misconceptions of the scientific evidence we decided to remove the ingredients in question. Do your products contain Nano-Particles? We do use Zinc Oxide and Titanium Dioxide in our Signature products and in our Clear Zinc Oxide that are nano sized. Claims about negative effects of nano-particles and possible toxicity are not backed up by scientific research. All studies including the most recent one on the subject from January of 2012 showed that nano-particles do not enter the blood stream and do not pass the outer layer of skin. Even the Environmental Working Group (EWG) agrees on the safety of nano-particles, we find nano-scale zinc and titanium to be reasonable choices for use in sunscreen, particularly given the known hazards of UV exposure. People who avoid sunscreen often do so because they leave a white or ghostly residue on their skin. Nano-Particles make it possible to make a sunscreen formula that is mineral based without the white residue. The last thing we want is for our friends and family to avoid sunscreen because it s a pain in the ass to put on. Are your products Fragrance Free? Sun Bum Signature line is fragrance free. Don t worry though it still smells good, because it contains aloe and cocoa butter. Baby Bum uses a naturally sourced fragrance,. The Original Line sunscreens and lotions do contain our Signature banana fragrance. When does sunscreen expire? Our sun products all have a shelf life of 3 years, except for Signature SPF50 lotion, Key Lime lip balm, Mango lip balm, Pomegranate lip balm, Coconut lip balm and Pink Grapefruit lip balm, which currently have a 2 year shelf life. To get an idea of when a product was made, check out the bottom, it will either have an expiration date or a lot number. If it has a lot number the first two digits represent the year the product was filled. Our Cool Down products do not have an expiry date, however are recommended as best before 2 years. Gluten Free? What is Photostability? To protect the skin, sunscreens use UV filters that absorb radiation from the sun. When a sunscreen is exposed to this radiation, it can alter the chemical structure of the UV filters, thus degrading their protective capabilities. A photostable sunscreen is able to withstand the effects of UV exposure better, so it keeps its level of protection. What should I use on my kids? For children under 6 months old your best bet is to keep them out of the sun, cover them with clothes, a hat, and/or an umbrella. If you must use sunscreen, first consult your pediatrician. For children over 6 months old we recommend a mineral based sunscreen like our Baby Bum line. It uses a natural zinc oxide base to offer the same broad-spectrum protection and water resistance rating (80 minutes) as our Original and Signature lines. It s the best option for toddlers, kids and those with sensitive skin. I am a Vegan. What products can I use? Many of our products are Vegan including our Original Sunscreen lotions (SPF15-50), Original Sunscreen sprays, Lip balms, and Cool Downs. Does Sun Bum test on animals? Sun Bum is cruelty-free. Our products are not tested on animals ever. Where is Sun Bum made? Sun Bum Original and Signature sun care products are made, tested, and filled in Florida, USA. Baby Bum is made in Australia because they are way ahead of the U.S. In regards to developing purely natural protection sunscreens. Mineral and Organic Sunscreens Mineral Sunscreens: Unlike organic sunscreens, micronized mineral sunscreens are insoluble, protect against the entire spectrum of UVA/UVB radiation and will not break down over time. This makes them the sunscreen of choice for endurance athletes and anyone who spend extended periods of time outdoors without the opportunity to reapply. Organic Sunscreens: Organic sunscreens are soluble and therefore more resistant to wiping, sweating and abrasion. Each sunscreen targets specific wavelengths of the UV spectrum (UVA or UVB). This makes them ideal for strategic use in sports specific products as a backup for Micronized Mineral sunscreens. All of our products are Gluten-Free. 19

Ask The Bum Reef Safe? Biodegradable? Reef-Safe and Biodegradable claims on sunscreen are unregulated. Any sunscreen can claim these things and many do. Many companies make these claims without testing their products at all, and those that do test may come to completely contradictory conclusions. Here is a quick breakdown of the controversies behind these claims. The issue of reef-safe came about because of a laboratory study conducted in 2008. The study showed that when sunscreen ingredients (paraben, cinnamate, benzophenone) were added directly to a plastic bag containing coral samples it caused the samples to experience coral bleaching which made them susceptible to disease. The fact is there is no evidence that any coral in nature has been damaged by sunscreen. Robert van Woesik, a coral expert at the Florida Institute of Technology commented on the study stating, Under normal situations on a coral reef, corals would not be subjected to these high concentrations because of rapid dilution. To add to the confusion you can look at what is actually Biodegradable. These two claims go hand in hand. The logic is that if something is biodegradable it will eventually breakdown and because it will break down it won t harm the coral reefs. However, the ingredients mentioned in the above study do biodegrade within about 90 days. Mineral sunscreens (containing Zinc Oxide or Titanium Dioxide) on the other hand also claim Reef Safe and Biodegradable because they don t contain the Organic sunscreen ingredients or preservatives mentioned in the study. Mineral sunscreens do not biodegrade though. Instead, they settle into the sediment of the ocean floor, making it unlikely that they will come in contact with reef or other aquatic life in the future. We believe if you are swimming near reef the most important thing to do is wear a sunscreen labeled Water Resistant (80 Minutes) and apply your sunscreen 30 minutes before getting in the water. The fact is, given advancements in water resistance, very little of the sunscreen you are wearing will make its way into waterways. If you are concerned about the ingredients in your sunscreen or are looking for specific ingredients, we offer a variety of sunscreens for a variety of people and lifestyles. Our original line uses organic active sunscreen ingredients. Sun Bum Signature contains a combination of organic and mineral sunscreens. Baby Bum uses only 100% mineral active ingredients. What s the best product if I m going for a long run or a surf? Our PRO product is specifically made for athletes. It s a mineral based endurance formula that is tough enough to stay on in extreme conditions. Unlike our light, sheer, and scented Original sunscreen formulas, our Pro line goes on thicker and leaves a clear sheen film on your skin. This film is how natural sunscreens work, by actually reflecting the sun s damaging rays away from your skin, like a mirror. Our Pro line also does not contain any fragrance, which can irritate your eyes when you sweat. It s non-migrating, doesn t make your hands slippery, blah, blah, blah If you surf, skate, run, golf, bike, play tennis, etc. we guarantee you will absolutely LOVE it. Why do some sunscreens stain my clothes? It s rare but that orange-ish stain can happen when Avobenzone, an active ingredient in many sunscreen brands mixes with water that has a super high iron content, most likely the water you wash your clothes in. If sunscreen gets on your clothing before it dries the iron in your water can cause oxidation, aka a rust stain. You can avoid this stain by applying sunscreen naked, which is always a good time, and allowing the lotion to dry completely before putting your clothes on or by using an Avobenzone-free sunscreen, like our PRO line. To get sunscreen stains out we ve heard that OxyClean or another enzyme-breaking cleaner can work the stains out. Why is Baby Bum so freakin expensive? Compared to crap brands it may seem expensive, but compared to other premium brands like California Baby and Badger it is actually a solid value. Bottom line is, this is the stuff that we put on our very own babies and kids so it has to be the best, no matter the cost. We used the absolutely finest, cleanest, most all-natural (and expensive) ingredients we could find (which we actually fly in from Australia) to create the best product possible to safely protect our little wonder groms. I m a red head with super sensitive skin, what should I use? First off, we love gingers! Secondly, Baby Bum is the cleanest, most awesome sunscreen we make, you ll love it. More Questions? Ask The Bum is available through our website for consumers with additional questions. www.trustthebum.com 20

Ask The Bum Sun Care Facts Apply sunscreen at least 30 minutes before going out in the sun to allow maximum absorption and protection. Water can reflect up to 25% of the suns UV rays. Reapply sunscreen every 2 hours. Apply more frequently after swimming, sweating, or toweling. UV levels increase by 4% for every 1000 feet in altitude. Be careful when playing near the sun. Use an SPF of 15 or higher to help reduce the risk of skin cancer, and don t neglect sensitive areas such as your ears, nose, shoulders, cleavage, and neck. We know it s tough, but try to limit your time in the sun from 10am to 2 pm during the hot summer months. To protect against UVA and UVB rays be sure to use a Broad Spectrum sunscreen. Whenever possible, cover up with clothing - including a broad-brimmed hat and UV blocking sunglasses. Shade can reduce UV exposure by 50% or more. If you re taking a swim or sweating, use a water resistant sunscreen to keep you safe longer. Keep newborns out of the sun. Sunscreens should only be used on children over the age of 6 months. Even on cloudy days, 90% of UV rays can still get through and leave you fried. Cover up. Snow can reflect up to 80% of the suns rays. 21

Brand Protection Identity We have a variety of logos and word marks that can be used on marketing materials and online. They can be made available in many different formats depending on how it is being used. Only official seasonal Sun Bum advertising campaigns can be used for media placement. Any format changes or specific advertising material must be pre-approved in writing by Sun Bum. Sales Representatives and Distributors must advise media that they are not speaking on behalf of Sun Bum and the Representative s views do not necessarily represent the views of Sun Bum. Tom Rinks, President, is the official spokesperson of Sun Bum. Usage It is important that our logos are used in a way that is consistent with our brand. These logos and word marks can only be used with the express written permission of Sun Bum. The Sun Bum logos are not be recreated and must always appear in the designated Sun Bum font. Any changes to the logo format or style (as pictured to the left) are prohibited. The logo must always appear as is. If you have questions about the use of a logo contact: International@TrustTheBum.com Incorrect Usage 1 2 3 4 Sun Bum / Colors 5 6 Pantone 476 C Baby Bum / Colors 1. No outlines / stroke added 2. No altering the logo s proportions 3. No inverting the colors 4. No changing the colors (without approval) 5. No moving the elements 6. No gradients applied Pantone Warm Gray 6 Font Akkurat Regular Akkurat Bold 22

Media Exposure National Press Dermatologist Recommended Sun Bum products are regularly featured in national magazines. In 2014: Featured in Over 30 Magazines More then 25 million in circulation Over 100 million impressions Beauty Editor s Favorites Online Exposure Sun Bum has been featured in over 500 blogs and online media outlets. Huffington Post Transworld Business Hypebeast SierraClub.org Cosmopolitan.com CoastalLiving.com Allure.com Beauty High Beauty Blender HelloKaty The Style Maven Cybele Says World Net Daily Breedah Healthy Beauty Life Yahoo! Finance Outcome Magazine Reuters Business Week Boston Globe Miami Herald Virtuoso Channel Style Bistro.com How to be a Redhead MomGeneration.com Swell Blog Fit is Chic USA Love List Trav-Elle The Style Spy Wild One Forever Manhattan Bride They Style Riot The Golden Natives The Glitter Guide Style Briefs Shoreline Destinations She She Me Self.com Sacramento Street Mom Start Mama Fashionista Little Tree Vintage Little Grunts Kids Love Travel Foam Magazine.com Luckymag.com Juggling Heels Gurl Frock and Roller Flour and Coco Fashion Pulse Daily Fabulous Won Elvis Duran DelaBuzz.com Daily Mom Cruiseline.com Celebritized Chicago Black Vinyl Magazine Beauty Blender Time Out New York and more... 23

Marketing Trade Shows 24

Marketing Sponsorships & Collaborations 25

Ambassadors Julian Wilson Ambassadors Aside of stoking out groms, upcoming athletes and various charity events, we have recently formed a Sun Bum Ambassador program for those select few who genuinely embody our brand and who we respect for their great attitude and amazing talents Zak Noyle Rasmus King Malia Manuel 26

Marketing Social Media We encourage great content from our family of loyal supporters but so we can adequately support the representation of the brand, we ask that you direct any potential content or enquiries to Devon@trustthebum. com and not look to establish other Sun Bum social media accounts. Authorized Sun Bum accounts Instagram.com/TrustTheBum Facebook.com/TrustTheBum Twitter.com/TrustTheBum You can also check out Sun Bum video clips on YouTube via YouTube.com/TrustTheBum 27