For "Melanoma Monday," L'Oreal Paris debuted a philanthropic alliance with the Melanoma Research Alliance (MRA). Over the next three years, L'Oreal Paris will donate over $750,000 to the MRA to fund the new L'Oreal Paris-MRA Team Science Award, led by internationally renowned cancer researcher Dr. Meenhard Herlyn, to research ways to help prevent, cure and treat melanoma, the fastest growing cancer in the world and the deadliest form of skin cancer.
L'Oreal Paris will help fund the melanoma research through sales of its line of SPF sun care products, Sublime Sun. Through December 31 2013, for every Sublime Sun product sold in the US, L'Oreal Paris will donate $1 to the MRA for the L'Oreal Paris-MRA Team Science Award, up to $250,000. 100% of the donation will go toward the research.
Throughout Melanoma/Skin Cancer Awareness Month in May and into the summer, L'Oreal Paris will also help create awareness and education for women of all skin tones about melanoma prevention through its Website, social media and spokesmodels. Today, fewer than a quarter (22%) of American women would give themselves an A for healthy sun care habits, according to the survey commissioned by L'Oreal Paris and conducted by Kelton Global. And, while people of all skin tones are at risk for melanoma, only 21% of Hispanic women and just 12% of African-American women give themselves an A when it comes to sun protection.
L'Oreal Paris is encouraging people to test their "Skin IQ" and learn about melanoma myths and facts by visiting lorealparisusa.com/sun. To get further involved in the donation, people can also make a pledge on Facebook and Twitter to protect their skin. For each pledge from May through July 2013, the company will donate an additional $1 to the MRA, up to $10,000.