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La Roche-Posay Sets Up 'Parasols of Protection'

June 21, 2013

Art installation debuts in Madison Square Park.

This summer, La Roche-Posay is seeking to instruct the public in a fresh, new way. For the first time ever, La Roche-Posay is taking over a New York City landmark for two days – Madison Square Park – to kick off the first day of summer and further its mission of spreading knowledge about sun safety measures. Together with the Women’s Dermatologic Society (WDS) and retail partner Duane Reade, La Roche-Posay will raise awareness about sun protection and skin cancer prevention as part of its SOS – Save Our Skin campaign. Now in its fourth year, the campaign has performed over 8,000 free skin cancer screenings through the help of over 200 volunteer dermatologists stationed at over 130 events nationwide, including Yankees home games.   As a result of the campaign’s efforts in spreading awareness about skin cancer, suspicious lesions were found in almost 30% of the screenings, leading to dermatologist referrals for further investigation—helping save lives.
On Friday, June 21, Jamie-Lynn Sigler will join La Roche-Posay and the WDS to host the Parasols of Protection event in Madison Square Park and share her passion for sun safety.  Yankee starting player, Brett Gardner, will also put in a surprise appearance and receive a skin check during the day. The two day “take-over” will feature an awe-inspiring art installation of colorful umbrellas suspended in the air to form a walkway through the park, underscoring the brand’s commitment to promoting safe sun practices. Board-certified dermatologists from the Women’s Dermatologic Society (WDS) will be on-hand to provide free skin checks, answer related questions and provide sun safe behavior tips.
In addition, an innovative digital wall will be set up to further educate consumers through an interactive sandbox where consumers must find hidden La Roche-Posay’s Anthelios sunscreens images within 30 seconds in order to unlock special prizes. Sun safety materials, including Anthelios samples, and educational pamphlets will also be distributed, further bolstering La Roche-Posay’s commitment to fostering regular sunscreen application by offering Anthelios samples on-site. Beauty advisers from Duane Reade will also be at the event, encouraging skin checks and promoting sun safety education.  La Roche-Posay Anthelios products will also be available for purchase, with a portion of proceeds being donated to skin cancer research.
The event will carry on the next day, Saturday, June 22, when La Roche-Posay experts will continue to share facts about the importance of sun safety with visitors. Retail partner Duane Reade will also offer free skin checks at the following New York City store locations on July 12 and July 13:
●     Upper West Side: 2075 Broadway (at 72nd Street)
●     Columbus Circle: 4 Columbus Circle
●     Times Square: 661 8th Avenue (at 42nd Street)
●     Herald Square: 1350 Broadway (at 36th Street)
●     Union Square: 52 East 14th Street (at Broadway)
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