EltaMD Unveils Patent-Pending Innovation with Major League Pickleball Sponsorship on Melanoma Monday

Sunscreen brand EltaMD will amplify its sun safety efforts during Skin Cancer Awareness Month with brand activations advocating for daily healthy skin practices.

 

To mark Melanoma Monday, the first Monday of Skin Cancer Awareness Month, EltaMD has introduced the new Deep Tint iteration of its best-selling UV Clear and UV Daily collections, designed for and tested on deeper skin tones. The formula features a patent-pending Invisible Blend Technology, which is a proprietary ratio of Iron Oxides, allowing the formula to be flexible, working across a range of skin tones, leaving a sheer, skin-enhancing finish on people of color without compromising on protection. 

To emphasize the brand's dedication to offering sunscreen solutions for all, EltaMD will sponsor and participate in the inaugural Women's Health Health Lab by presenting a “Black, Brown & Beautifully Protected” panel on May 15. 

 

The panel aims to provide education on the needs of melanin-rich skin through a thoughtful discussion with industry experts: Cosmopolitan Beauty Editor-at-Large Julee Wilson will talk to EltaMD's Principal Scientist for Colgate-Palmolive, Deon Hines, PhD; NYC Board Certified dermatologist and host of the BeautyCurious Podcast, Dr. Elyse Love; and James Merrick, chief communications and marketing officer of the Melanoma Research Foundation (MRF). Additionally, the brand will continue its partnership with the MRF by sponsoring their #GetNaked Melanoma Awareness Month campaign featuring NFL player Raheem Mostert, encouraging the public to get a skin check and wear daily sun protection.

 

“The Melanoma Research Foundation (MRF) is pleased to collaborate with EltaMD as a sponsor of its award-winning annual #GetNaked prevention, awareness, and early detection Melanoma Awareness Month campaign,” said Merrick. “EltaMD has sponsored the MRF's annual New York City Gala since 2019 and their support has evolved to include several mission-critical programs including our nationwide Miles for Melanoma 5k run/walk series, MRF programming at the American Academy of Dermatology's (AAD) annual meeting and prevention and awareness programs. EltaMD's partnership has enabled the MRF to extend our mission to help dedicate education to the deadliest and most common form of skin cancer with 90 percent of melanomas being considered preventable, and when caught early, most cases are very treatable and highly survivable.”

In addition to maximizing daily sunscreen use for all with Deep Tints, EltaMD will be the Official Sunscreen Partner of Major League Pickleball, the professional pickleball league featuring the world's best players in co-ed teams, to tap into an audience of both players and spectators that spend a significant amount of time outdoors. This collaboration will aim to bring sun safety education to the forefront of America's fastest growing sport. 

 

Through this partnership, EltaMD will reach a range of pickleball fans, underscoring the importance of daily sunscreen use. The exclusive sponsorship will feature brand activations on and off the pickleball court via social, digital, and experiential programming as well as providing free sunscreen at all MLP events, beginning with MLP Atlanta (May 9-12).

 

“More people are diagnosed with skin cancer every year than all other cancers combined in the US and at least one in five Americans will receive a skin cancer diagnosis by the age of 70,” said Echo Sandburg, chief brand officer, CP Skin Health Group. “Knowing that annual skin checks paired with daily sunscreen use is the best method of prevention, EltaMD has a responsibility to provide wearable sunscreen options for all skin tones and amplify awareness around sun safety. Skin cancer does not discriminate. Sunscreen is needed on every body, every day, and we believe we must encompass the same inclusivity in our efforts.”

 

EltaMD is partnering with professional athlete Parris Todd to further awareness of the importance of regular SPF application. Todd is currently top 15 in all three Pickleball World ranking divisions, holding two MLP titles, and is the 2023 triple crown winner at the US Open.

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