Join us
Our trusted blue butterfly empowers people to identify products and services that may be better choices for them and their families.
Why join us?
Join Sensitive Choice on our mission to help people live better with asthma and allergies.
It’s an issue that hits close to home for many. In Australia alone, around 2.7 million people have asthma and many more have allergies. Worldwide, it’s estimated around 235 million people have asthma.
Our trusted blue butterfly empowers people to identify products and services that may be better choices for them and their families.
Since launching in 2006, hundreds of household and building products have joined the Sensitive Choice program after passing our rigorous panel review process. Our valued partners help us raise awareness about Sensitive Choice and living well with asthma and allergies, while also supporting the National Asthma Council Australia’s important work setting the standards for asthma care.
Find out more about how the blue butterfly can be a valuable point of difference for your product or service.
Downloadable partner prospectus
Our trusted blue butterfly empowers people to identify products and services that may offer a benefit to those with asthma or allergies.
How to join our program
Expression of interest
Business FAQ
Marketing tools
Case studies and partner testimonials
Our partners
How to join our program
1
Panel Review Process
Before a product or service is approved by Sensitive Choice it is rigorously reviewed by our independent expert panel.
The Product Advisory Panel considers whether the product or service is suitable to carry the Sensitive Choice blue butterfly.
Panel members can include:
- An allergist
- A chemist
- An engineer
- A general practitioner
- A pharmacist
- A epidemiologist
- A respiratory physician
The Panel reviews evidence to determine that a product or service is not harmful and demonstrates a potential benefit for people with asthma or allergies, before making a recommendation.
2
Application Process
Through a formal application process, applicants must:
- Complete the application form and supply as much credible evidence as possible to substantiate the asthma/allergy benefit or claim.
- Provide samples of each product (where practical)
- Provide a full list of ingredients and concentrations for all products containing chemicals.
- Demonstrate full compliance with all relevant Australian, New Zealand or international laws, regulations and applicable standards.
3
Contract process
If a product or service is recommended for participation in the Sensitive Choice® program by the Product Advisory Panel, the National Asthma Council Australia may offer the applicant an opportunity to participate in the program by negotiating a Participation and Sponsorship Agreement with annual fees. The contract may be exclusive or non-exclusive, at the discretion of the Council.
Participation in the Sensitive Choice® program indicates that the National Asthma Council Australia has assessed the product/service and considers that it is a sensitive choice for people with asthma and allergies based on the evidence provided. Participation does not mean that the product/service is necessarily the best or only product/service available.
Expression of interest
Business FAQ
How can I start using the blue butterfly on my products?
Only products and services that pass our rigorous approval process can use the Sensitive Choice blue butterfly. This symbol helps consumers identify products and services that are asthma and allergy aware.
We welcome enquiries from businesses interested in participating in the Sensitive Choice program.
Please find more information about joining the program here.
How much does it cost to join the Sensitive Choice Program?
Sensitive Choice considers each product and service on an individual basis when pricing. We consider a number of factors including, number of products to be approved, size of the organisation, distribution channels, and how many countries are the products to be approved in.
Generally, we say a minimum fee of $6,000 + GST annually in Australia and $5,000 in New Zealand, and $4,000 internationally however this can be negotiated on a case by case basis.
Click below to see our partner prospectus for more information.
How long does it take to get approval?
Typically, when a new product or service is presented to our Product Advisory Panel for approval, we suggest allowing 2 to 3 Panel meetings before approval is given, which is equivalent to 4 to 6 months.
Click below to see our approval process infographic.
Can I say my product is recommended or endorsed by Sensitive Choice?
The correct term for products or services included in the Sensitive Choice program is ‘approved’.
Please avoid terms such as recommended and endorsed.
For more information, please see our style guide below.
Can I say my product will help people with asthma and allergies?
Products that are approved by Sensitive Choice have been reviewed by our Product Advisory Panel to determine whether they have a potential health benefit for people with asthma and allergies. The panel cannot determine whether they are ‘safe’ or ‘will help’.
There are many individual factors that may influence a person’s circumstances and use of the product.
Asthma and allergy triggers are different for everyone. Sensitive Choice suggests people speak with their doctor to work out what their triggers are before trying strategies to minimise their exposure.
Click the button below to understand your triggers.
Can third parties or retailers use my Sensitive Choice logo?
You need to liaise with the Sensitive Choice team before allowing any other parties to use your Sensitive Choice logo. In some cases, a retailer can use the logo when advertising your Sensitive Choice approved products – however this requires prior approval from Sensitive Choice.
Sub-licensing arrangements also require Sensitive Choice approval and use a different logo. Please contact the Sensitive Choice team to discuss.
Click read more for an example of a sub-licensing logo.
How long does my approval last for, and when do I need to get re-approval?
Once your product or service has been approved by our Product Advisory Panel, a 3-year contract is agreed to. At the end of the 3 years if all is going well a 3-year contract renewal is offered.
The Sensitive Choice team monitor changes in both Australian and international standards, research study findings, chemicals and other known sensitisers and triggers regularly and will request partners seek re-approval if there are significant changes in within their product category.
Additionally, re-approval is required if there are any changes to the product or service itself.
Do I need to re-apply for approval if I change my product or formula?
Yes, a partner must notify the Sensitive Choice team if there are any changes to an approved product or service, even if this change is minimum such as a colour or name change, and especially if there is a change to the formula or performance of the product or service.
Product Amendment forms can be found in the partner log in section of the website or click read more to get in contact with the Sensitive Choice team, who can assist with confirming what information is required when making an amendment.
How can I use the Sensitive Choice logo now that my product or service is approved?
We encourage our partners to be as creative as possible when using the Sensitive Choice logo, however some common uses including on product packaging, POS within retailers, on website or consumer brochures and across partner social channels.
Outdoor billboards, TVC’s, blogs and articles and trade show marketing are just a few other ideas where using the Sensitive Choice butterfly to further promote your approved product or service is possible.
Please contact the Sensitive Choice team for artwork approval prior to publication and refer to the style guide below for more information.
Marketing tools
For existing partners, please log into our partner portal for access to more marketing materials and support.
For prospective partners, please download our partner prospectus or complete our expressions of interest form for more information.
Case studies and partner testimonials
“For almost a decade, Sensitive Choice has been one of Koh’s most valued partnerships. From our earliest days, we shared a simple belief, that a clean home should never come at the cost of the people living in it, particularly those living with asthma and allergies.
Our partnership has only deepened over time. Every Koh product is reviewed by the Sensitive Choice panel before it earns the Sensitive Choice Butterfly, and that process has become far more than a badge on a box. It informs how we develop Koh products from the very first brief and is now a critical pillar of our development process. The Butterfly is a promise to our customers, and the rigour behind it is a promise to ourselves.
Congratulations to the entire Sensitive Choice team on twenty years of making a real difference to Australian households. We’re so proud to be part of the story.”
– Adam Lindsay, Co-Founder Koh
“We are proud to reflect on Jaspa Herington’s 16-year partnership with the Sensitive Choice program and the NAC.
This longstanding partnership is highly valued and of paramount importance to our business. The approval to display the Sensitive Choice butterfly on our qualifying products provides both our retail partners and consumers with confidence that they are choosing quality bedding products designed to support a healthier sleeping environment.
The Sensitive Choice symbol offers trusted assurance, particularly for people living with asthma and allergies, helping them make informed purchasing decisions with confidence.
As a manufacturer committed to quality, innovation, and wellbeing, we greatly appreciate the credibility and recognition that the Sensitive Choice program brings to our products.”
– Janine Bisset, National Sales & Marketing Manager, Jaspa Herington
“Daikin’s partnership with Sensitive Choice alongside the National Asthma Council reflects our shared belief that the air inside your home should be just as clean and healthy as the comfort it delivers. For us, the blue butterfly isn’t just a symbol on our products but our commitment to the millions of Australians affected by asthma and allergies, and proof that real comfort means breathing easier in every sense.”
– Michelle Parlan, Assistant Manager, Daikin Australia
“When choosing a sensitive laundry detergent, consumers, especially young families, often rely on expert guidance and endorsements to inform their choice. Sensitive Choice provides trusted reassurance that Cold Power Sensitive is suitable for sensitive skin.”
– Gemma ap Geraint, Brand Manager, Cold Power
“For over a decade, Protect-A-Bed has proudly carried the Sensitive Choice Blue Butterfly, giving Australians a trusted way to identify products that genuinely help reduce exposure to dust mites and allergens. Partnering with the National Asthma Council has never just been about a logo on our packaging — it’s about standing behind evidence-backed protection that helps people breathe easier and sleep better. Congratulations to Sensitive Choice on 20 years of making a real difference.”
– Karen Bowen, Marketing Manager, Protect-a-Bed
Our partners
Find information on all our proud Sensitive Choice partners here