I purchased this for the first time a few years ago, when my then-baby's sensitive skin couldn't handle any other sunscreen (besides Clarins, which is sadly too expensive for us). I liked the fact that, in addition to a good SPF factor, this contained protection from bugs as well.
I've been using it on my kids (now ages 3 and 6) with absolutely no complaints. Initially, I bought the "Cool Blue" style, but honestly, it makes a terrible mess and smells sickly sweet. The regular style (white bottle with orange cap) is fine. It's very easy to put on a good layer of it. You do have to be careful (as with any other product) to avoid getting it into eyes (last summer my then-two-year-old kept rubbing it into them by accident and he'd be miserable). However, I can honestly say my kids have (a) never had a negative skin reaction to it, and (b) have never gotten sunburnt or bug-bitten while wearing it.
I do advise (as with any other sun product) reapplication after swimming and/or a long period of time in the sun. But this product holds up really well to my active boys, and the price is really reasonable. The tube looks small but lasts quite some time. I tend to purchase four tubes in May and they usually last me for most of the summer (I keep one or two at home, one in the diaper bag, etc.).