The new collaboration will take flight with immediate effect, and Aethic products will be available for public testing on the next IKA event, the North American KiteFoil championships in Los Barilles, Mexico, during the famous Lord of the Wind competition from 12-17 January. All race committees, juries and expression judges will be equipped with Sôvée for personal sun protection.
The International Kiteboarding Association is the sole and exclusive rights-holder for the World and Continental Championship Titles in all kiteboarding disciplines. Kiteboarding is a growing watersport with an estimated 1.5m kiteboarders worldwide and sales of equipment reaching in excess of £210m.
Leading championship kiteboarders such as Sofi Chevalier, Annelous Lammerts, Katja Roose, Kelly Schouten, Annabel van Westerop and Hannah Whiteley have unanimously found Aethic Sôvée to provide the best sun protection with strong organic skin replenishment, whilst still enabling good grip on the kite-bar. It also keeps vision clear as the formula is no-sting.
Says Markus Schewendtner, IKA Chief Executive Officer: “It should come as no surprise that a product that is so good for marine life is also good for skin. The fact that Aethic is the only brand that went to the trouble of developing and validating the Sôvée formula scientifically, makes it the obvious choice for us.”
Tests with an approved protocol were carried out to gauge a range of ingredients for their eco-compatibility (biodegradable is not enough) and rejected those regularly chosen ingredients such as Titanium Dioxide and Zinc Oxide which harmed marine life (a recent Spanish study corroborates this finding). A final, complete formulation passed the same tests leaving coral and mussels intact. The formulation has subsequently been granted a patent, making Sôvée the only product to have true scientific proof as a basis for its claims.
Adds Allard Marx, Aethic CEO: “Having the IKA select Sôvée is a great fillip. Kitesurfers are out in intense sun conditions and love the ocean. They set a great example and we hope many more people will use Sôvée to prevent damage to both skin and marine life now”.
IKA: Markus Schwendtner, email@example.com , +33450204045
Aethic: Allard Marx, firstname.lastname@example.org , +447860205646
Damson PR: Abigail Stuart-Menteth, email@example.com, +44 7855 526550
Aethic is a London-based skincare company founded by Allard Marx. The company has innovated with Sôvée, a patented product. It believes that its products must outperform competitors’ in protecting skin from damage or restoring it to good health. Yet it must do so without harming our planet with the oceans and marine life being the company’s primary focus.
Three face creams have just been introduced into the company’s range and other products are in the later stages of development.
Sôvée was launched in Selfridges in 2013 and is now stocked in Whole Foods and Beauty Works West in London, Brummellsoflondon.com, beyondorganic.com and aethic.com online as well as leading resort hotels around the world starting with COMO Hotels and Resorts.
Sôvée is the official sunscreen of Kiteboarding Tour Asia, UK’s Challenger for the America’s Cup – Land Rover Bar and has been endorsed by Blue Flag International and is promoted by the Coral Triangle.
Notes to editors:
Purpose of the association is to promote competitive kiteboarding on a global level, this includes:
– To coordinate the affairs of the class and any future kiteboarding classes including but not limited to IKA Formula Kite, IKA Open, IKA Twin Tip Racing, IKA Twin Tip Freestyle, IKA Wave, IKA Slalom, IKA Speed, IKA Foil.
– To represent the interests of the athletes and their national class associations to the ISAF
– To promote national and international competitions in kiteboarding and coordinate –
– To promote the grassroots level.
– To hold World and Continental Championships of the kiteboarding classes.
– To enable full members of the association to hold national championships.