La Roche-Posay Launches New Campaign

La Roche-Posay, a worldwide expert in UV protection, launched its SOS – Save Our Skin campaign. The company that brought the highly anticipated Anthelios sunscreen franchise to the U.S. now is embarking on a new public health awareness and educational campaign to not only inform Americans about the dangers of UV and the importance of sun safety, but to also incite true behavioral change, such as including sun protection in their daily routines and visiting their dermatologists for regular skin checks.

This innovative public awareness campaign will use all major media components to reach as many people as possible via in-store events, offline initiatives with dermatologists, pharmacists, journalists, and an online “mini-site” (www.sossaveourskin.com) to raise awareness regarding the dangers of UV exposure and the importance of UV protection.

Enacting change takes community, and as the “SOS Community,” La Roche-Posay will make a donation every time someone joins the SOS cause as well as when anyone purchases an orange SOS ribbon in support of the cause. The proceeds will go to organizations with synergistic missions, like the Women’s Dermatologic Society (WDS) and The Skin Cancer Foundation, which also educate the public regarding proper sun safe behavior.

To set the SOS – Save Our Skin campaign in motion and mark the start of Melanoma Month in May, La Roche-Posay will host a three-day corporate launch event at L’Oréal USA headquarters (La Roche-Posay is a L’Oréal brand) in New York, NY – the first of its kind. During this time, all L’Oréal USA employees are encouraged to attend educational forums and participate in free skin cancer screenings with over 50 dermatologists that will be on hand.