New FDA-Approved Sun Protectant
Saves Skin All Year Round
L'Oréal Paris Revitalift UV with Mexoryl™ SX

New York, NY · October 15, 2007 /PRNewswire/ — L'Oréal Paris, the worldwide leader in anti-aging skincare, introduces Revitalift UV Daily Moisturizing Cream with Mexoryl SX (ecamsule), a new daily moisturizer with advanced UV protection that protects against both short and long UVA rays – the number one cause of skin aging. After years of research and testing, the revolutionary Mexoryl SX technology, exclusive to L'Oréal, has been approved in a formula by the FDA and is finally available to American consumers.

But sun protection is not just a summer issue. Studies from the American Academy of Dermatology reveal that even as weather cools, the sun's powerful rays pose a strong threat, contributing to skin cancers and premature aging of the skin. "What most people don't realize is that UVA rays are present year round, even on the cloudiest days, and they are able to penetrate glass," says Dr. Lydia Evans, a New York-based dermatologist.

However, not all UV protection is created equal. Mexoryl SX (ecamsule) is the latest FDA-approved sun filter to give advanced protection against UVA rays. Used in Europe and throughout the world for over 13 years, it is now widely available in the United States at drugstores and mass market retailers nationwide in the form of L'Oréal Paris Revitalift UV Daily Moisturizing Cream with Mexoryl SX. Mexoryl SX offers protection from both short and long UVA rays, along with broad spectrum UVB SPF15 coverage.

Now that skin can be protected from short UVA rays, a critical gap in the UV spectrum has been filled. "UVA rays penetrate the epidermis, reaching the dermis to negatively impact cell metabolism and the DNA of healthy cells," says Dr. Evans. "The result of this, in the worst cases, is skin cancer, but it is also the primary cause of skin aging – loss of firmness, premature wrinkles and discoloration."

Dermatologists acknowledge that advanced UVA protection is the smartest thing you can do to fight the signs of skin aging. Mexoryl SX is now recommended by 25,000 dermatologists worldwide.

For more information on L'Oréal Paris Revitalift UV Daily Moisturizing Cream with Mexoryl SX, visit www.advancedrevitalift.com/mexoryl