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My UV Patch Wins Nudge for Good Award

April 11, 2017

La Roche Posay device reduces incidence of UV damage.

La Roche-Posay's My UV Patch captured the European "Nudging for Good Diamond Award." Launched in 2016, the “Nudging for Good” Award which honors brands that make it easy and desirable for people to change behavior and adopt a healthier and/or more sustainable one, based on consumer insights. The award is certainly justified. According to a 2015 study of the sun habits of nearly 20,000 people in 23 countries revealed a major disconnect between consumer knowledge and behaviour regarding sun exposure risk:
 

• More than 9 in 10 participants are aware of the dangers of unprotected sun exposure, yet only 27% of people consistently wear facial sun protection
• Only 5% of people wear long-sleeved shirts or protective clothing.
• Only 20% of people try to stay in the shade.
 

The study’s alarming results revealed the ongoing need for ever smarter and simpler initiatives to help the public easily adopt sun-safer behavior. For more than 30 years, La Roche-Posay has htired to educate and raise awareness regarding sun exposure and skin cancer risks. To go further in this fight, La Roche-Posay has partnered with L’Oréal Technology Incubator to create and develop “My UV Patch” and its related smart phone application which accurately monitors UVA and UVB exposure and educates people on how to play safer in the sun to minimize skin cancer risk.


“This award is extremely encouraging! A year only after its launch, My UV Patch, has effectively proven how cutting edge science and technology have the potential to change consumers’ behaviour towards sun exposure, and to contribute to our long-term commitment to fight skin cancer," said Laetitia Toupet, global director of La Roche-Posay.

 

 

Regular use of the My UV Patch has recently demonstrated that positive behavior change can be effectuated, with preliminary survey results showing that the patch use actually improves sun safer behaviour and helps minimize sun burn among users:
• 63% experienced less sunburn
• 37% used more facial sunscreen
• 31% tried to stay in the shade more

 

The patch is an ultra-thin adhesive containing photosensitive dyes which is linked to a smart algorithm factoring in the user’s personal data (photo-type, skin type, eye and hair colour), location and weather data. The app then generates essential information regarding the amount of daily sun exposure and sun safe behaviour tips. My UV Patch is the first wearable of its kind: it can be worn for up to three days even while swimming, showering and playing sports… and takes into account the application of sunscreen.

 

This year, La Roche-Posay takes the concept of patch protection to the next level with gamification of My UV Patch, via a fun and addictive game to encourage active and sustained protective behaviors from the whole family. La Roche-Posay executives note that sun protection education must start at a very early age. In order to change behaviors and protect children’s future, the key is to start young and speak to them in their language: easy and fun. Gamification of the My UV Patch will engage kids early on, for better protection during those critical years. Last year, nearly 400,000 My UV Patches were distributed free of charge in 14 countries via dermatologists, pharmacists and online. This year, the brand will significantly increase distribution in over 36 countries, according to company executives.

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