La Roche-Posay Continues Commitment to Saving Lives With its SOS - Save Our Skin Campaign

NEW YORK, Sept. 10, 2013 /PRNewswire/ -- Having performed over 8,000 free skin cancer screenings all over the country, La Roche-Posay, known for its long-standing expertise in UV sun protection, has been dedicated to raising awareness about the importance of sun safety with its annual SOS – Save Our Skin program over the past four years. Through this initiative, the brand seeks to inform the public about upholding four commitments: seek shade from 10 am to 2 pm, use the correct amount of sunscreen, reapply every two hours and receive annual skin checks. Throughout the spring and summer, La Roche-Posay succeeded in instructing the public on sun safety through a variety of interactive and engaging events, while also offering free skin checks in various locations nationwide.

In keeping with its mission of providing sun safety education for all, La Roche-Posay sought to engage all demographics, from elementary school students to men and women at every stage of life. In order to fulfill this goal, the SOS – Save Our Skin campaign featured a variety of events to reach as many people as possible throughout the country. The campaign was comprised of the following:

• To kick off the official start of summer on Friday, June 21^st, La Roche-Posay and the Women's Dermatologic Society (WDS) hosted the Parasols of Protection event in New York City's Madison Square Park. The two-day "take-over" featured an awe-inspiring art installation of colorful umbrellas suspended in the air to form a covered walkway through the park, underscoring the brand's commitment to promoting safe sun practices. Board-certified dermatologists from the WDS provided over 340 free skin checks, and Yankee starting player Brett Gardner even made a surprise appearance and received a skin check. The event also featured an interactive digital wall to educate participants regarding key sun safe facts.
• Throughout the spring and summer, La Roche-Posay supported the efforts of dermatologists from the WDS who visited five elementary schools and a summer camp across the country to speak about sun safety as part of the Time Out, Protect Your Skin (TOPS) initiative. TOPS raises awareness about sun protection and instills good skin health habits for young children by integrating sun safety education into the curriculum at targeted schools.
• La Roche-Posay also sponsored the SELF Workout in the Park, an all-day and all-inclusive health and fitness event, in Washington, DC, New York City and Chicago. Board-certified WDS member dermatologists offered free skin checks and sun damage assessments, and visitors received free samples of La Roche-Posay Anthelios sunscreen. From yoga workouts to Pilates sessions to mini-spa services and hospitality tents, the events promoted a holistic approach to well-being.
• In an effort to further promote overall wellness, highlighting the link between skin cancer and breast cancer in collaboration with the WDS Play Safe in the Sun campaign, La Roche-Posay supported the outreach of local WDS members, who provided free skin checks as well as literature and free samples of Anthelios sunscreen to those participating in the 15th Annual Komen St. Louis Race for the Cure. The race is the largest series of 5K runs/fitness walks in the world that raises funds for the local fight against breast cancer, celebrates breast cancer survivorship and honors those who have lost their battle with the disease.
• La Roche-Posay sponsored two Yankees games during the summer, providing free skin checks at Yankee Stadium. Board-certified dermatologists were on-site to provide the skin checks, and visitors also received free samples of La Roche-Posay Anthelios sunscreen.
• The brand also joined forces with their retail partners nationwide, including Duane Reade and ULTA Beauty, to offer free skin checks with board-certified dermatologists and samples throughout New York City and across the country during the month of July.

With summer winding to a close, La Roche-Posay will continue its efforts to keep people protected year-round by donating Anthelios 60 Melt-In Sunscreen Milk samples to skin cancer awareness events all over the country throughout the fall and winter.

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

About the 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

SOURCE La Roche-Posay

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