As temperatures heat up, L’Oréal Dermatological Beauty (LBD) is shining a bright light on skin cancer risk and prevention. And for the alliance, it’s all hands on deck.

Per the Skin Cancer Foundation, one in five Americans will develop skin cancer by the age of 70. More than two people die of skin cancer in the US every hour.

Sun Responsibility

Flashback to 2022, during a discussion at the Dermatology and Retail Alliance event powered by L’Oréal Dermatological Beauty, Tracy Bliss, former head of beauty at H-E-B, urged the retailers in attendance to unite to amplify the importance of daily sun protection. Bliss’s call to action prompted the formation of a consortium of retailers called the Sun Care Consortium, in addition to dermatologists and industry experts who were tasked with creating a campaign to raise awareness.

“Sun Responsibly” was launched at the American Academy of Dermatology’s Annual Meeting, and it is now rolling out to social media sites, retailers’ stores and a multitude of touchpoints from The Skin Cancer Foundation. The unbranded campaign is supported by retailers, including Ulta Beauty, CVS, Walgreens, Meijer and Hy-Vee. It is creators’ hope that more retailers and sun care brands will join the bandwagon to spread the word about sun safety.

“At L’Oréal Dermatological Beauty, we’re driven by a powerful mission: to pioneer sustainable and life-changing dermatological solutions for all. A key part of this commitment is developing innovative, cosmetically elegant photoprotection formulations that people love to use every day, ensuring consistent sun safety and contributing to skin cancer prevention,” said Damien Favre, president, L’Oréal Dermatological Beauty, L’Oréal USA. “But this campaign goes beyond product development. LDB is championing collaboration between dermatologists and retailers to ensure expert skin health guidance to address this public health concern is readily available to all.”

Addressing Limited Accessibility to Dermatologists

Gina Daley, assistant vice president integrated Health at L’Oréal Dermatological Beauty, said the company recognizes the limited accessibility to dermatologists and their expertise.

“The US health care system spends $8.9 billion per year treating skin cancer, but we still need supplemental channels to promote the importance of daily sun protection,” she said. “The Integrated Health team within L’Oréal Dermatological Beauty is collaborating closely with brand teams such as CeraVe and La Roche-Posay as well as medical teams calling on health care professionals. This partnership ensures that we are strategically leveraging media, social channels, and our presence in doctors’ offices to effectively amplify the “Sun Responsibly” message.”

LDB said it aims to get skincare brands like CeraVe and La Roche-Posay to join the movement.

The Skin Cancer Foundation will integrate the campaign into several of its communication channels, feature it on social media and include a full-page advertisement in its annual magazine, The Skin Cancer Foundation Journal. It will also run the campaign on the television monitor inside its Destination Healthy Skin RV, where the public is invited to climb aboard for free skin cancer screenings.

Social Media Hogwash

Officials say the amount of misinformation about sun care is alarming, exacerbated by influencers who spread myths with no medical knowledge, says Deborah S. Sarnoff, MD and president of The Skin Cancer Foundation. Falsehoods include that sunscreen causes cancer rather than prevents it, protection isn’t needed on cloudy days, and tanning beds are safer than sun exposure.

Retail Support

Sun care is a strong performer across trade channels. Still, there are opportunities to build sales via year-round stocking of products, wider selections of forms and education about proper re-application.

Per Circana, mass market sun care sales hit $2.5 billion in 2024, up 3% over the year before; prestige sales jumped 11% to $539.3 million. The U.S. sun care and skin protection market is expected to grow by 6.7% from 2024 to 2029. Retailers said that education surrounding consistent and year-round usage can propel sales.

Ulta Beauty will have in-store displays highlighting key research-backed insights and efficacious SPF solutions from La Roche-Posay to reinforce the importance of daily sun protection. The retailer says it continues to educate and collaborate with our beauty advisors to provide guidance and product recommendations that make SPF a seamless part of every guests’ beauty routine.

From May to July, customers can expect to see the “Sun Responsibly” campaign come to life in Walgreens’ stores and digital channels. Signage, from product displays to uniform buttons for team members, will be displayed in beauty aisles and in all stores with Beauty and Wellness Consultants, helping to reinforce the importance of sun protection. There will be coupons for various sunscreen products and weekly savings in June on the retailer’s owned brands as well. Sampling will be available in stores.

In July, myWalgreens members purchasing beauty and personal care products will receive additional samples and savings.

CVS Health will also be part of the movement to combat confusion on a wider scale and show up as one voice to make a clear, meaningful impact on consumers,” said Michelle LeBlanc, vice president of merchandising for beauty, personal care and Hispanic Center of Excellence at CVS Health.

Dermatologist Support

Heather Woolery-Lloyd, MD, board-certified dermatologist and founder, DermFriends, said the fallacies surrounding homemade sunscreen with coconut oil to sunscreen being “toxic” make the “Sun Responsibility” campaign all the more important.

“There appears to be a growing skepticism towards medical professionals, including dermatologists, resulting in an overly cautious view of sun exposure in some circles. Our campaign seeks to clarify this misconception, reinforcing the idea that sun exposure can be safe when approached responsibly. The message of “Sun Responsibly” resonates with all audiences, encouraging a balanced relationship with the sun,” said Mamina Turegano, MD, FAAD.

Said Penny Coy, Ulta Beauty’s senior vice president, merchandising, skin care, body care, hair care and wellness, “Our hope is that “Sun Responsibly” becomes a movement, not just a seasonal campaign. We see a future where sun protection is more universally integrated into the morning routines of all guests.”