La Roche-Posay Kicks off Summer in the Shade with "Parasols of Protection"

NEW YORK, June 24, 2013 /PRNewswire/ -- Skin cancer is a preventable disease, yet it will touch one in five Americans¹. In a study conducted by Steven Q. Wang of Memorial Sloan-Kettering Cancer Center's Dermatology Division², 86% of surveyed participants knew sunscreen helps prevent skin cancer when used with other protection measures, yet despite this knowledge, less than 20% were using sunscreen on a regular basis. A worldwide expert in UV protection, La Roche-Posay is dedicated to not simply raising awareness about the importance of sun safety but also inciting actual behavioral change. In keeping with this mission, the brand takes measures to inform the public about upholding four commitments: seek shade from 10 am to 2 pm, use the correct amount of sunscreen and reapply every two hours and receive annual skin checks, aiming to share these important lessons by offering free skin checks in various locations all over the country.

(Photo: http://photos.prnewswire.com/prnh/20130624/NY37339 )

This summer, La Roche-Posay instructed the public in a fresh, new way. On June 21^st and June 22^nd, La Roche-Posay took over a New York City landmark – Madison Square Park – to kick off the first day of summer and further its mission of spreading knowledge about sun safety measures. Together with the Women's Dermatologic Society (WDS) and drugstore chain Duane Reade, La Roche-Posay raised awareness about sun protection and skin cancer prevention as part of its SOS – Save Our Skin campaign. Now in its fourth year, the campaign has performed over 8,000 free skin cancer screenings through the help of over 200 volunteer dermatologists stationed at over 130 events nationwide, including Yankees home games.   As a result of the campaign's efforts in spreading awareness about skin cancer, suspicious lesions were found in almost 30% of the screenings, leading to dermatologist referrals for further investigation—helping save lives.

This year, 342 skin checks were performed during the Parasols of Protection event, which began on Friday, June 21^st, and featured a surprise appearance by Yankee starting player Brett Gardner, who received a skin check during the day. 

"I am proud to be a part of La Roche-Posay's exciting SOS – Save Our Skin public awareness campaign," says Brett Gardner, New York Yankee. "As a baseball player who spends a considerable amount of time outside, I know the importance of sun safety practices, and the Parasols of Protection event is an impactful way to help educate the public on the importance of sun protection and annual skin checks."

The two-day "take-over" featured an awe-inspiring art installation of colorful umbrellas suspended in the air to form a walkway through the park, underscoring the brand's commitment to promoting safe sun practices. This one-of-a-kind art installation served as the backdrop for a fun-filled day where consumers learned how easy it is to make safe sun practices a part of their everyday routine. Board-certified dermatologists from the Women's Dermatologic Society (WDS) were on-hand to provide free skin checks, answer related questions and provide sun safe behavior tips.

In addition, an innovative digital wall was set up to further educate consumers through an interactive sandbox where they had to find hidden La Roche-Posay's Anthelios sunscreens images within 30 seconds in order to unlock special prizes. Sun safety materials, including Anthelios samples, and educational pamphlets were also distributed, further bolstering La Roche-Posay's commitment to fostering regular sunscreen application by offering Anthelios samples on-site. Beauty advisers from Duane Reade were at the event, encouraging skin checks and promoting sun safety education.  La Roche-Posay Anthelios products were also available for purchase, with a portion of proceeds being donated to skin cancer research.

The event carried on into the next day, Saturday, June 22^nd, when La Roche-Posay experts continued to share facts about the importance of sun safety with visitors. Duane Reade will also offer free skin checks at the following New York City store locations on July 12^th and July 13^th:

• Upper West Side: 2075 Broadway (at 72ND Street)
• Columbus Circle: 4 Columbus Circle
• Times Square: 661 8th Avenue (at 42ND Street)
• Herald Square: 1350 Broadway (at 36TH Street)
• Union Square: 52 East 14TH Street (at Broadway)

As a leader in advanced UVA protection formulation research and innovation for over 15 years and creator of the groundbreaking Anthelios sunscreens, La Roche-Posay is dedicated to not only educating the public about sun safety but actually inciting behavioral changes as well. Through its annual SOS – Save Our Skin campaign, the recipient of the Journal of Drugs in Dermatology (JDD) 2013 Corporate Social Responsibility Award, La Roche-Posay spearheads various initiatives to inform the public and show how they can easily incorporate sun protection into their daily routines including having regular skin checks.

About LA ROCHE-POSAY and ANTHELIOS
Recommended by more than 25,000 dermatologists worldwide, La Roche-Posay offers a unique range of daily skincare developed with dermatologists to meet their standards in efficacy, tolerance and elegant textures for increased compliance. The products, which are developed using a strict formulation charter, include a minimal number of ingredients to reduce side effects and reactivity and are formulated with active ingredients at optimal concentrations for increased efficacy. Additionally, La Roche-Posay products undergo stringent clinical testing to guarantee efficacy and safety, even on sensitive skin. A leader in advanced UVA protection formulation research and innovation for over 15 years, La Roche-Posay's Anthelios sunscreen range is trusted and recognized by dermatologists all over the world for providing effective UVA and UVB protection. The range features advanced patented sunscreen technologies, including 100% mineral-based UV protection formulas, as well as those developed with Mexoryl™SX, a unique, key ingredient that acts as a short wave UVA filter, and most recently, CELL-OX SHIELD™ XL, a powerful, synergistic combination of filters that provides advanced UVA/UVB and antioxidant protection using 21% fewer ingredients. All Anthelios sunscreens are known for their effective, broad-spectrum protection as well as their fast-absorbing, lightweight and cosmetically elegant texture.

About SOS – Save Our Skin
Now in its fourth year, La Roche-Posay continues its SOS – Save Our Skin to not only inform Americans about the dangers of UV rays and the importance of sun safety, but to also incite true behavioral change, such as incorporating sun protection in their daily routines and visiting their dermatologists for regular skin checks. In partnership with the Women's Dermatologic Society (WDS), the SOS – Save Our Skin campaign lives through a series of initiatives, including skin checks at sporting events, local hospitals and drug stores as well as free skin checks offered to all L'Oreal corporate employees. To learn how to do a self-check and choose the right protection, visit www.facebook.com/LaRochePosay/USA

For additional information about La Roche-Posay, visit www.laroche-posay.us and "like" the La Roche-Posay Facebook page at www.facebook.com/LaRochePosayUSA and follow La Roche Posay on Twitter @LaRochePosayUSA. Download the La Roche-Posay "My UV Check" iPhone application at http://itunes.apple.com/us/app/myuvcheck-us/id433207689?mt=8.             

About WDS
The Women's Dermatologic Society, founded in 1973, is dedicated to helping dermatologists fulfill their greatest potential and assisting them in making a contribution to the specialty and society. To achieve this goal, the Society relies on the active participation of its members, who represent a diverse cross-section of professional subspecialties. The mission of the Women's Dermatologic Society is to support dermatologists by striving to: promote leadership and the development of relationships through mentoring and networking; demonstrate a commitment to service through community outreach and volunteerism; provide a forum for communications and research relevant to women's and family issues; advocate excellence in patient care and education, and promote the highest ethical standards. www.playsafeinthesun.org and www.womensderm.org.

¹ Robinson, JK. Sun exposure, sun protection, and vitamin D. JAMA 2005; 294:1541-43.
² Public Education in Photoprotection by Steven Q. Wang and Allan C. Halpern

SOURCE La Roche-Posay