L'Oreal USA Champions Sunscreen Innovation, Education and Skin Protection to Mark Skin Cancer Awareness Month

Convenes Policymaker Event, Highlights New Research, Organizes Social Media Push

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May 20, 2014, 10:00 ET

WASHINGTON, May 20, 2014 /PRNewswire/ -- In recognition that May is Skin Cancer Awareness Month, L'Oreal USA and the Public Access to SunScreens (PASS) Coalition sponsored a policy breakfast today focused on new innovations in sunscreen and legislation to establish a regulatory pathway for timely pre-market review of new, safe and effective over-the-counter sunscreen ingredients. The breakfast, which will be available to view online this afternoon, brought together lawmakers, policy experts, consumer groups and industry leaders to discuss the Sunscreen Innovation Act (H.R.4250/ S.2141), U.S. regulations around sunscreen ingredients and the skin care industry's newest innovations to protect against skin cancer. The event was part of a series of efforts by L'Oreal to highlight the importance of sunscreen innovation and skin protection at the start of the summer season.

In conjunction with the policy event, L'Oreal team members distributed information about skin cancer outside of several Metrorail stations in Washington, D.C., along with sample packets of sunscreen. Research has found that daily sunscreen use can prevent skin cancer and cut the incidence of melanoma by 50 percent. One in five Americans will develop skin cancer, the most common cancer in the U.S., in their lifetime and on average one person dies of melanoma every hour. In the past 40 years, melanoma has increased by 800 percent among young women and 400 percent among young men, according to the Melanoma Research Alliance (MRA).

"L'Oreal has been a pioneer in sunscreen innovation since we invented the first sunscreen in 1936, and we continue to invest deeply in the science of sun protection," said Kristina Schake, Chief Communications Officer of L'Oreal USA. "L'Oreal has activated the entire company to raise awareness of this important issue in our nation's capital and across the country through events, skin screenings, PSAs and social media campaigns."

L'Oreal's Corporate Commitment to Sunscreen Innovation

The science of skin has always been at the core of L'Oreal's business. The company has a pioneering legacy in scientific innovation dating back to its founding by a visionary French chemist who invented the first sunscreen in 1936. This tradition continued at the start of the 1980s when a young biologist in L'Oreal's laboratories successfully reconstructed human skin. Since then, reconstructed skin models have gradually became more complex and present characteristics that are increasingly close to human skin in its natural state. Among other things, the models serve in the selection of new active ingredients to fight against skin aging, pigmentation and sun damage. In addition, in 1982 and 1989, L'Oreal patented two of its own proprietary UV filters which have been used in many products around the world since the 1990s. These two proprietary filters are currently awaiting review and approval by the FDA for broad use in the U.S.

L'Oreal Brands' Commitment to Sunscreen Innovation

L'OREAL PARIS

Research Reveals Low Grade for American Women on Suncare Habits

On May 1, L'Oreal Paris and MRA released results from a new research survey on melanoma awareness showing that 52 percent of American women grade themselves a C or lower on their suncare habits. And, while people of all skin tones are at risk of melanoma, many African American women (36 percent vs. 39 percent in 2013) and Hispanic women (23 percent vs. 31 percent in 2013) continue to grade themselves a D or F. Although 94 percent of women have heard of melanoma and more than half of them believe it's a serious or potentially deadly condition, less than three in ten (26 percent) know that they should apply sunscreen all the time, not just in the summer or when they are exposed to direct sunlight.

It's THAT Worth It: Funding Research and Raising Awareness of Melanoma

L'Oreal Paris partnered with MRA in April to launch "It's THAT Worth It," a public health call-to-action campaign that urges women of all skin tones to prevent melanoma by using sunscreen and to help save lives by supporting cutting-edge melanoma research. The campaign features Eva Longoria, Aimee Mullins, Lea Michele, skin cancer survivor Diane Keaton and L'Oreal Paris executive and melanoma survivor Danielle Macaluso in a series of broadcast and print public service announcements (PSAs) as well as an "I DO IT" web video. L'Oreal Paris is elevating the campaign's message with an It's THAT Worth It social media push through the social media platform Thunderclap.

L'Oreal Paris will make a $1 donation to MRA for each supporter who signs up for a Thunderclap happening tonight at 5:00 p.m., during which time L'Oreal Paris and MRA will share with thousands of people on Twitter, Facebook and Tumblr the message: "I'll stop melanoma by wearing sunscreen daily & using my voice to support MRA. A cure is near! #itsthatworthit http://thndr.it/1iYk9yL." L'Oreal Paris will also donate $1 for each Advanced Suncare product sold in the U.S. – up to $250,000 in 2014. This support is part of a three-year, $750,000 donation by L'Oreal USA and L'Oreal Paris to fund MRA research that explores melanoma susceptibility, development and progression.

LA ROCHE-POSAY

SOS – Save Our Skin Campaign: Raising Awareness about Importance of Sun Safety

La Roche-Posay, a worldwide expert in UV protection, has been raising awareness about the importance of sun safety with its annual SOS – Save Our Skin program for the past five years. Through this initiative, the brand seeks to instruct the public on sun safety through a variety of interactive and engaging events during the sun season, including free skin cancer checks with board-certified dermatologists at partner retailers including Duane Reade and ULTA Beauty, as well as complimentary screenings for all L'Oreal USA employees. Since its inception, the program has led to 9,000 free screenings, through which on average, 25 percent of participants were made aware of suspicious legions that required further investigation. This year's program is focused on the importance of photo protection and sun safety for skin of color, and through a partnership with the Women's Dermatologic Society (WDS), La Roche-Posay will host several multicultural events nationwide. For more information on the SOS program, visit: http://www.sossaveourskin.com/.

L'Oreal USA is the largest subsidiary of the L'Oreal Group, the worldwide leader in beauty. L'Oreal USA manages a portfolio of 28 iconic global beauty brands, including Clarisonic, Essie Cosmetics, Garnier, Giorgio Armani Beauty, Kerastase, Kiehl's, Lancome, L'Oreal Paris, Maybelline New York, Redken, Soft-Sheen Carson, Urban Decay and Yves Saint Laurent Beaute. In addition to corporate headquarters in New York City, L'Oreal USA has Research & Innovation and Manufacturing & Distribution facilities across seven other states including Arkansas, Illinois, Kentucky, New Jersey, Ohio, Texas and Washington with a workforce of more than 10,000 employees. For more information, visit www.LorealUSA.com or follow on Twitter @LOrealUSACorp.