A worldwide expert in UV protection, La Roche-Posay is dedicated to not simply raising awareness about the importance of sun safety but also inciting actual behavioral change. To that end, the brand hosted Parasols of Protection, a special two-day event run in connection with its SOS-Save Our Skin public awareness campaign.
Held in New York City’s Madison Square Park on June 21-22, La Roche-Posay, the Women’s Dermatologic Society (WDS) and Duane Reade took over the park with an art installation of colorful umbrellas, while board-certified dermatologists provided 342 free skin checks, answered related questions and provided sun safe behavior tips.
In addition, an innovative digital wall was set up to further educate consumers through an interactive sandbox where they had to find hidden La Roche-Posay’s Anthelios sunscreen images within 30 seconds in order to unlock special prizes.
Anthelios samples and educational pamphlets were distributed, and products were also available for purchase, with a portion of proceeds being donated to skin cancer research.