The cutest beauty ad ever? Anne Heche poses with adorable family to promote her new 'Tickle Time' powder sunscreen

PUBLISHED: 09:49 EST, 25 September 2012 | UPDATED: 12:13 EST, 25 September 2012

Anne Heche has unveiled a powder-based, easy to apply sun protection line for children.

The actress, 43, launched Tickle Time after finding that her sons, Atlas, three, and Homer, ten, hated having messy sunscreen lotions applied. Inspired by mineral make-up products, she developed the range with cosmetics firm La Bella Donna.

She has now posed in a series of adorable images with her boys and actor partner James Tupper, demonstrating how the product should be brushed over the skin.

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Product innovation: Ms Heche (pictured with son Homer) says she developed the sun protection product as she found traditional lotions and sprays difficult to put on her children

The family appear to have had a blast on the shoot, with both the boys and their parents laughing in every shot. Cedar Rapids star Ms Heche looks stunning in a simple tank and minimal make-up.

In an interview with Today.com she described how the idea came about.

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'Everybody thinks [applying sunscreen is] a pain in the neck, and it doesn’t have to be,' she said.

In the ads she explains: 'If you put on the creams it’s a little bit gooey and leaves them looking white.

'If you put on the sprays it without a doubt gets in their eyes and then we have crying screaming children. Which we don’t want, we want protecting your skin to be fun.'

Family matters: Ms Heche's partner of several years, actor James Tupper, also stars in the Tickle Time ads with Atlas, three, and Homer, ten

Brainwave: Along with her partner actor James Tupper, and her two sons Atlas (left) and Homer (right) Ms Heche demonstrates how Tickle Time should be applied

She came up with the name 'Tickle Time' after applying powder-based prototypes to her own children, and realising the applicator brush made them giggle.

'I wanted it to be a toy, something fun for them to put on,' she told Today. 'Homer and Atlas made me understand that this could be called Tickle Time, and I wasn’t kidding.'

While some parents might be concerned about the powder sunscreens' staying power, the Tickle Time website reassures that the SPF20 block lasts all day and is water-resistant.

Child friendly: Tickle Time comes in either a bright pink or blue portable container with a leak-proof brush

The product contains no oils, fragrance, talc, alcohol or other chemicals so it is said to act as a natural barrier on the skin.

From idea to market: Tickle Time sunscreen is priced at $35 and comes in three different shades

Tickle Time comes in either a bright pink or blue portable container, with a leak-proof brush and plastic lid.

Each stick is priced at $35 and there are three shades of powder to suit different skin tones.

Less than a month since the launch, Ms Heche says she is satisfied with the feedback she has received from parents who no longer have to chase their children around with a tube of sun cream.

It is not the first powder-based sunscreen on the market, however.

Brands including GO!screen and Bee Sunny currently offer similar products for children.

On the adult front, BareMinerals has a mineral powder sunscreen range, which starts from $28 while Colorescience also has mineral powder brushes from $50.

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Thought she'd been institutionalised years ago.

- xsnake , orrs island, 26/9/2012 02:30

Click to rate Rating 1

Cute family. I've always liked her...she's a great actress.

- Sunny , Santa Cruz, 26/9/2012 01:23

Click to rate Rating 9

This is kind of weird...but Homer looks a lot like Jodie Foster. Well, if Jodie Foster were a 10-year-old boy.

- Birdie , on a wire, 26/9/2012 01:17

Click to rate Rating 7

She looks better than ever.....and happy! Good for her. Seeing her makes me miss my soaps though. Another World fan forever!!!!!

- Soapstef , HEAVEN, USA, 25/9/2012 23:35

Click to rate Rating 13

Her older son looks just like her.

- GodsavetheQueen! , Northern, new England, 25/9/2012 22:30

Click to rate Rating 25

Err, Anne - you can totally get mineral powder sunscreen already - just google it. The biggest brand is probably Bare Mineral but there are others out there too.... - LiviMum Err, LiviMum - the last three sentences of the article refer to 'the others out there.'

- Arfer Mow , Stunderland, 25/9/2012 22:25

Click to rate Rating 10

I've always said she has one sweeeeet "hache!"

- Pablo-USA1 , Sylvania, United States, 25/9/2012 21:55

Click to rate Rating 5

What frightful names those poor children have...

- Caroline , Suffolk, United Kingdom, 25/9/2012 21:53

Click to rate Rating 15

Wait- she's hetero now?!? - Mastro , Philly, 25/9/2012 17:35 I think it´s called being bisexual?

- Kris , Oslo, 25/9/2012 20:52

Click to rate Rating 26

Why are we still having to see this woman. She creeps me out for some reason, and no, the family isn't cute. I just feel sorry for the whole lot.