Myer has taken to the iridescent salt lakes of Western Australia for its spring 2016 campaign.
The campaign was shot at Hutt Lagoon to complement the pink hues of its designer collections for the season.
The salt lakes take on a pink colour from the presence of algae which grows in the salt water.
Beta-carotene is a naturally occurring red pigment found in fruits and vegetables, including carrots, pumpkins and sweet potatoes.
Chemical company BASF grows a naturally occurring algae in open-air seawater lagoons which, when exposed to sunlight, produces carotenoids, predominantly beta-carotene, to protect itself.
The carotenoids are preserved using mechanical harvesting and minimal, mechanical processing.
BASF is the world’s largest producer of algal beta-carotene, all of which is grown at its facilities at Hutt Lagoon in Western Australia and Whyalla in South Australia.