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.”

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.