L'Oreal Paris and Melanoma Research Alliance (MRA) Unveil It's THAT Worth It To Me, a Public Health Campaign and Social Media Call-to-Action that Drives Melanoma Awareness, Raises Funding for Research and Encourages Sun Protection and Sunless Tanning
Celebrity Spokespeople Eva Longoria, Aimee Mullins, Skin Cancer Survivor Diane Keaton and L'Oreal Paris Communications Executive Danielle Macaluso Join L'Oreal Paris to Ignite a Movement Inspiring Women to Donate 15 Social Media Seconds and Share Why It's THAT Worth It™ to Protect Their Skin, Their Beauty and Their Life
NEW YORK, May 4, 2015 /PRNewswire/ -- Currently melanoma is the deadliest form of skin cancer and one of the most common cancers in women under 401 years old in the United States. The first line of defense in helping to reduce the risk of developing melanoma is by wearing broad spectrum UVA and UVB SPF protection. L'Oreal Paris, a leading global beauty brand, and Melanoma Research Alliance (MRA), the leading private funder of melanoma research, announced today the launch of It's THAT Worth It To Me. This social media campaign encourages women to donate 15 social media seconds by sharing why SPF protection or using sunless tanner is worth it to protect their skin, their beauty and their life. For every social share, L'Oreal Paris will donate $1 to MRA to fund the L'Oreal Paris - MRA Team Science Award Research Grant, up to $250,000 in 2015.
I apply sunscreen to protect my life #itsTHATworthit
Diane Keaton L'Oreal Paris Melanoma Research Alliance print PSA
Danielle Macaluso L'Oreal Paris Melanoma Research Alliance print
$1 from each sale of these eight L'Oreal Paris products will directly fund the L'Oreal Paris-MRA Team Science Award Research Grant, up to $250,000 in 2015
Additionally, $1 from U.S. sales of select L'Oreal Paris products from now through December 31st, 2015 will fund the L'Oreal Paris - MRA Team Science Award Research Grant, up to $250,000 in 2015, including: L'Oreal Paris Advanced Suncare Invisible Protect Clear Cool Lotion SPF 50, L'Oreal Paris Advanced Suncare Liquid Silky Sheer Face Lotion SPF 50+, L'Oreal Paris Advanced Suncare Alcohol-Free Quick Dry Sheer Finishing Spray SPF 50+, L'Oreal Paris Sublime Bronze Self-Tanning Serum, L'Oreal Paris Sublime Bronze ProPerfect Airbrush Self-Tanning Mist, L'Oreal Paris Age Perfect Cell Renewal Day Cream SPF 15, L'Oreal Paris Youth Code Dark Spot Correcting & Illuminating Day Cream SPF 30 and L'Oreal Paris Revitalift Anti-Wrinkle + Firming SPF 30 Day Lotion.
A series of celebrity public service announcements and Donate 15 social videos will feature influencers – including Eva Longoria, Aimee Mullins, Skin Cancer Survivor Diane Keaton and L'Oreal Paris Communications Executive and melanoma survivor Danielle Macaluso – telling their own personal stories of why SPF protection is worth it to drive melanoma and skin cancer awareness and encourage others to help spread the word.
How To Participate in It's THAT Worth It to Me by Donating 15 Social Media Seconds
Beginning on May 4th, "Melanoma Monday," and through Labor Day on September 7th, people can participate in the campaign by following three steps:
Create a 15 second video or photo sharing with their social community why SPF protection or using sunless tanner is worth it.
Share the video or photo via Insta-video/Instagram, Facebook and/or Twitter with hashtag #ItsTHATWorthIt
Get your social media community involved to further spread the word by tagging three friends in your post.
About L'Oreal Paris' Partnership with Melanoma Research Alliance (MRA)
This campaign is part of a three-year collaboration that began in May 2013 when L'Oreal Paris committed to donate over $750,000 to fund a team research grant with MRA, called the L'Oreal Paris-MRA Team Science Award. The L'Oreal Paris-MRA Team Science Award is led by internationally renowned cancer researcher Dr. Meenhard Herlyn, D.V.M., D.Sc., at The Wistar Institute in Philadelphia. Dr. Herlyn and his team are conducting research to explore the role of 16 variant genes as co-drivers in melanoma susceptibility, development and progression. The goal of the research is to help scientists better understand how to treat melanoma to develop improved treatments and a cure for melanoma.
"We are incredibly proud to support Melanoma Research Alliance. The progress MRA has made in eight years to fund melanoma research and advance treatments is remarkable and unparalleled," said Karen T. Fondu, President of L'Oreal Paris. "Through the It's THAT Worth It to Me social campaign our goal is to make women realize that taking the extra fifteen seconds to apply SPF protection is worth it to protect their skin, beauty and their life."
About L'Oreal Paris
The L'Oreal Paris division of L'Oreal USA, Inc. is a total beauty care brand dedicated to empowering women by offering the most luxurious and innovative products and services available in the mass market. The brand's signature tagline, "Because I'm Worth It," was born in the United States in 1971 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L'Oreal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L'Oreal's invention of hair color in 1909, the brand continues to serve as the leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Feria, Excellence Creme, Advanced Haircare, Advanced Hairstyle, Elnett Satin Hairspray, the Ever collection, and OleoTherapy. As the #1 skin aging expert worldwide, L'Oreal Paris provides scientifically-advanced skincare products that are clinically proven to address individual skin concerns through its renowned brands Revitalift, Age Perfect, Sublime Bronze, and Advanced Suncare. In 2014, L'Oreal Paris changed the way women interact with makeup by introducing Makeup Genius, an app that allows users to scan a L'Oreal Paris product or advertisement to virtually try on individual products or curated looks. L'Oreal Paris' iconic cosmetics collections include Infallible, True Match, Colour Riche, Voluminous, and Visible Lift. For more information about L'Oreal Paris and to receive personalized advice, expert tips, and exclusive content, please visit www.lorealparisusa.com or follow on Instagram, Twitter, Facebook and Tumblr @LOrealParisUSA.
About Melanoma Research Alliance (MRA) MRA is a public charity formed in 2007 under the auspices of the Milken Institute, with the generous founding support of Debra and Leon Black. Debra Black serves as Chair of MRA and is a melanoma survivor. MRA has dedicated more than $60 million to research seeking to better prevent, diagnose, and treat melanoma, the deadliest type of skin cancer. Due to the ongoing support of its founders, 100% of every dollar MRA raises goes to support its melanoma research program. The organization is poised to build on recent momentum in the field, accelerating the pace of scientific discovery and translation in order to eliminate suffering and death due to melanoma. MRA's ability to fund wide-ranging research in melanoma is amplified by unique multi-faceted collaborations and partnerships with individuals, private foundations, and corporations. For more information, please visit www.CureMelanoma.org.
"L'Oreal Paris' commitment to supporting groundbreaking research and rallying women to stop melanoma from taking more lives is both incredibly inspiring and unprecedented," said Debra Black, MRA founder and melanoma survivor.
For more information on the It's THAT Worth It To Me social media campaign and how to fight melanoma visit www.itsTHATworthit.org.
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