In 1992, a legendary sun protection brand was born in Durban, South Africa. In just a short space of time, Island Tribe became the water-resistant sunscreen of choice for surfers and other extreme sport adventurers. Today, Island Tribe has expanded to include a wide range of products and is distributed to more than 25 countries across the globe.
Adcock Ingram Consumer Division acquired Island Tribe in 2017 and was determined for this proudly South African product to have a far broader appeal than only surfers and extreme adventurers. This is how the rejuvenation and relaunch of Island Tribe came about, to appeal to a broader audience.
‘We all live under the same sun, and we all deserve sun protection from today’s severe UV exposure,’ explains Garth Maart, brand manager: personal care at Adcock Ingram. ‘With South Africa having the second highest incidence of skin cancer in the world, it makes perfect sense to offer CANSA endorsed, dermatologist tested, broad-spectrum sun protection for the whole family. Island Tribe ticks all the boxes and is available through leading pharmacies and retail outlets countrywide.’
A vibrant look and new products
Island Tribe’s vibrant new look is sure to be met with great enthusiasm from consumers, as they embrace the broad cross-section of products. In addition to the light lotions and sprays, the after sun cooling gel, the lip balm and the clear gel sun sticks, two new Island Tribe products will be launched this October. Kids SPF50 Light Lotion 200mℓ and Kids SPF50 Light Lotion Trigger Spray 300mℓ join the Island Tribe range of products.
An extensive marketing campaign to support the brand revitalisation and newly launched products has been planned and includes print and digital media, and public relations.
‘Island Tribe is an intensely researched brand, designed with a variety of users in mind, including outdoor enthusiasts and the young and old alike,’ Maart continues. ‘The daily use sun protection products have grown in popularity, with consumers becoming more aware of the necessity to protect their skins daily, at work, school or play.’
Join the tribe on social media
Island Tribe’s new slogan emphasises the that we’re all members of a rainbow nation. We might come from diverse backgrounds and cultures, but underneath it all we’re all part of the same human tribe. Each of us needs protection from the harsh African sun. This is Island Tribe’s point of unity – One Nation. One Sun.
South Africans, young and old, sporty or not, are invited to join Island Tribe, to experience sun protection for the everyday adventurer. Island Tribe products are available from pharmacies and retail outlets across South Africa. You can also connect with the brand on Facebook and Instagram.