Well, we have tried out some new sunscreens lately and have a couple of new favorites.
The Turnip Truck. I purchased a few bottles for our beach trip. I'll warn you - it is pricey. One tube was $19.99 but it spreads a lot farther than other lotions we've used. One tube covered four of us for four long days (including reapplications) of swimming in the ocean and pool. If I remember correctly, one bottle of aerosol runs about $8 and never stretched that far which helps justify the price.
Further, it has gotten rave reviews from C and the kids on how it feels. None of the stinging eyes and skin I used to hear complaints about. I have been really pleased with how it holds up in the water but I think it helps that we've put it on 15-20 minutes before getting wet.
What blocks the sun's harmful rays in both of these products is titanium so you will be 'white' when you put it on (think of a lifeguard's white nose). If that bugs your kids, just keep rubbing it in. If they're like mine, though, eventually they'll say, 'Okay, nevermind, I just wanna go play.' :)