Lancaster Innovates and Introduces its new Anti-Infrared Sun Protection

PARIS, April 17, 2012 /PRNewswire/ --

Pioneers in sun research for over 40 years, Lancaster ushers in a new era in sun protection with a discovery that has been integrated into its brand new Sun Beauty line: Infrared Technology^[1]. A bold, avant-garde step towards enjoying the sun without the least bit of guilt by using the most complete sun protection offered by Lancaster.

To view the Multimedia News Release, please click:

http://www.multivu.com/mnr/53804-lancastersuncare-infraredtechnology

Infrared Technology by Lancaster.

Whereas we were already aware of the damaging effects of UVA and UVB rays, it was by observing the action of free radicals for over 15 years that Lancaster researchers identified a new anti-aging enemy: infrared rays.

Up to now, little was known about these rays, which are invisible to the naked eye. They penetrate more deeply into the layers of the skin than ultraviolet rays and contribute to photoaging and the development of lesions on DNA.

In 2012, Lancaster headed into new territory and launched its anti-infrared sun protection. After a total of more than 300 trials and tests to establish the exclusive combination of active ingredients in Infrared Technology, the innovative brand offers an effective solution for protection against these rays, introducing a new generation of sun protection.

Lancaster brings women back into the sun.

Because women unanimously say that they feel the most beautiful when they are tanned, Lancaster researchers are driven by a single motivation: keeping only the best of what the sun has to offer. Thanks to its new Sun Beauty line, a complete synthesis of all beauty principles enriched with Infrared Technology, the sun expert has succeeded in combining the most glamorous tan with the most complete Lancaster protection. With a line of 17 essential products reformulated with all of Lancaster's latest discoveries, the brand addresses each skin type with a broad choice of SPFs and beauty-enhancing textures. Now, with Satin Sheen Oil fast Tan Optimizer SPF 30 or Comfort Touch Cream Gentle Tan SPF 50, we have never been so protected.…

Dare to tan with Lancaster's new digital campaign

Exceptional means for an exceptional launch!

The undisputed specialist in sun protection innovation, Lancaster offers a total immersion into the world of tanning through an unprecedented web documentary featuring interviews with a variety of experts (Historian, Sociologist, Dermatologist, Scientist). The legendary brand covers all topics concerning the new era of sun protection in an instructional and interactive video on the website http://www.lancaster-beauty.com.

With Sun Beauty, Lancaster announces the return of tanning pleasure, seeking out women's best moments in the sun with its new campaign "Dare to Tan"^[2].

Not just making a bold statement in digital media, Lancaster, as a master of glamour, calls on women to share their sun experience through the web on the brand's temporary blog and its partnership with aufeminin.com in France, Spain and Italy. Now, women can also get their sun assessment with Lancaster's iPhone app. Close your eyes… you're already on vacation…

1. Anti-infrared technology.

2. Dare to tan, with appropriate Lancaster sun protection.

Video: http://www.multivu.com/mnr/53804-lancastersuncare-infraredtechnology

SOURCE Lancaster, Coty Prestige