The Second Annual It’s THAT Worth It™ Safe Sun Survey Reveals That Most American Women Still Grade Themselves a C or Lower on Their Suncare Habits Despite the Growing Incidence of Melanoma, the Deadliest Form of Skin Cancer

On Melanoma Monday, It’s THAT Worth It™ Campaign Ambassadors Urge Public to Join the Thunderclap to Raise Awareness to Prevent Melanoma and Support Life-Saving Research

/ PRNewswire / — L’Oréal Paris, a leading global beauty brand, and the Melanoma Research Alliance (MRA), the leading private funder of melanoma research, announced today the results of the It’s THAT Worth It Safe Sun Survey on melanoma awareness and prevention among women of all skin tones to coincide with “Melanoma Monday” on May 5th.  The survey shows 52 percent of American women grade themselves a C or lower on their suncare habits. And, while people of all skin tones are at risk of melanoma, many African American women (36% vs. 39% in 2013) and Hispanic women (23% vs. 31% in 2013) continue to grade themselves a D or F.
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The survey reveals that far more women believe they merit an A grade when it comes to taking care of their teeth (50%) or eyes (31%) rather than suncare (21%). And while 94 percent of women have heard of melanoma, and more than half of them believe it’s a serious or potentially deadly condition, less than three in 10 (26%) know that they should apply sunscreen all the time, not just in the summer or when they are exposed to direct sunlight.

The It’s THAT Worth It Safe Sun Survey was commissioned by L’Oréal Paris, in partnership with the Melanoma Research Alliance, to continue to raise awareness for It’s THAT Worth It, a public health call-to-action that urges women of all skin tones to prevent melanoma by using sunscreen and to help save lives by supporting cutting-edge melanoma research for a cure.  The campaign, which launched on April 8th, leverages celebrity spokespeople Eva Longoria, Aimee Mullins, Lea Michele, skin cancer survivor Diane Keaton and L’Oréal Paris executive and melanoma survivor Danielle Macaluso in a series of broadcast and print public service announcements (PSAs) and I DO IT video, as well as the It’s THAT Worth It Thunderclap.

Diane Keaton said, “I was diagnosed with skin cancer at age 21 but that is nothing compared to Melanoma, the deadliest form of skin cancer especially among women under 40.  I hope you can join me in a nationwide effort to prevent this killer by visiting ItsTHATworthit.org.”

In addition to the survey, L’Oréal Paris will unveil the I DO IT video on ItsTHATworthit.org, featuring the campaign’s celebrity ambassadors.  The video shows how they do it by wearing sunscreen every day and asks consumers to wear sunscreen and join the movement.

How the It’s THAT Worth It Campaign Works
You can join the cause with L’Oréal Paris and MRA by signing up for the Thunderclap on ItsTHATworthit.org from now through May 20th at 5:00PM EDT. As a thank you, L'Oréal Paris will make a donation to MRA of $1 for each supporter who signs up for the Thunderclap and $1 for each L’Oréal Paris Advanced Suncare product sold in the U.S. -- up to $250,000 in 2014 (the campaign excludes the State of Mississippi). This support is part of a three-year, $750,000 donation by L’Oréal Paris funding MRA research that explores melanoma susceptibility, development and progression. As of today, the Thunderclap has reached 66 percent of the goal for supporters; the Thunderclap will not be heard unless the goal is reached.

Sales of L’Oréal Paris’ New Advanced Suncare Collection Support MRA
L’Oréal Paris’ Sublime Sun collection is now available as Advanced Suncare, which continues to offer outstanding protection in a range of ultra-convenient formulations.  According to the Safe Sun Survey results:

  • Women’s dislike of using sunscreen has significantly increased from last year with more women citing texture (15% vs. 7% in 2013) and smell (16% vs. 10% in 2013) of sunscreen products as something they don’t enjoy.
  • This year, significantly more Hispanic women (12% vs. 5%) admit they don’t like the way most sunscreens make their skin look.

L’Oréal Paris’ Advanced Suncare collection offers 13 products, including two new products -- Advanced Suncare Silky Sheer BB Face Lotion and Advanced Suncare Quick Dry Sheer Finishing Spray. Advanced Suncare Silky Sheer BB Face Lotion is a lightweight tinted face lotion containing color-equalizing pigments to correct, even, smooth and brighten skin, leaving skin soft, with a matte finish. Advanced Suncare Quick Dry Sheer Finishing Spray is an ultra-lightweight, liquid silk lotion that comes in a first-to-mass alcohol-free aerosol spray form. The non-irritating and never sticky formula provides a matte, barely there finish that feels dry to the touch. L’Oréal Paris' Advanced Suncare line is tested on all ethnicities, and includes patented UVA/UVB protection; a non-whitening formula that blends invisibly on all skin tones; and a non-greasy texture.  In short, everything people want in a sunscreen, which encourages frequent use and helps to keep them better protected from melanoma and other skin cancers. The benefits of L’Oréal Paris Advanced Suncare include luxurious forms that allow for smooth, mess-free application; nourishing ingredients with a hydrating complex with Vitamin E and a blend of skin-protecting antioxidants; and gentle formulas including, non-comedogenic, non-acnegenic, dermatologist-tested and safe for sensitive skin.

It’s THAT Worth It Safe Sun Survey Methodology
The survey was conducted online within the United States by Kelton Global on behalf of L’Oréal Paris from April 3 – 9, 2014 among 987 women: 505 nationally representative American women, with oversampling to reach 311 African-American women and 311 Hispanic women, all ages 18 and older. For the sample of nationally representative American women, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 4.4 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.  For the samples of Hispanic women and African-American women, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 5.6 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.  In all surveys, the margin of error for any subgroups will be slightly higher.

About L’Oréal Paris
The L’Oréal Paris division of L’Oréal USA, Inc. is a total beauty care company that combines the latest technology with the highest in quality for the ultimate in luxury beauty at mass. The L’Oréal Paris brand encompasses the four major beauty categories – hair color, haircare, skincare and cosmetics – and includes such well-known brands as Preference, Excellence, Féria and Healthy Look hair color; Advanced Haircare, Advanced Hairstyle, Elnett Satin Hairspray, EverPure, EverStrong, EverSleek, EverCrème, EverStyle, EverCurl and L’Oréal Paris Kids hair care; Advanced Suncare, Youth Code, Revitalift, Age Perfect, Ideal Clean, Ideal Moisture, Sublime Bronze and Men’s Expert skincare; and the Colour Riche, True Match, Infallible, Visible Lift and MAGIC cosmetics collections, along with a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others. For more information on L’Oréal Paris and its brands, and to receive personalized beauty advice, expert tips and exclusive beauty content 24-7 (wherever you may be), check out www.lorealparisusa.com.

About The Melanoma Research Alliance (MRA)
MRA is a public charity formed in 2007 under the auspices of the Milken Institute, with the generous founding support of Debra and Leon Black. MRA has dedicated more than $51 million to research seeking to better prevent, diagnose, and treat melanoma, the most deadly type of skin cancer.  The organization plans to award another $9 million in research grants later this year.  Due to the ongoing support of its founders, 100% of every dollar MRA raises goes to support its melanoma research program. The organization is poised to build on recent momentum in the field, accelerating the pace of scientific discovery and translation in order to eliminate suffering and death due to melanoma.  MRA’s ability to fund wide-ranging research in melanoma is amplified by unique multi-faceted collaborations and partnerships with individuals, private foundations and corporations. The MRA name and logo are used with its permission which in no way constitutes an endorsement, express or implied, of any company or product.

For more information, please visit CureMelanoma.org.

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MEDIA CONTACTS:

Genevieve Lee, ABPR
Direct: 212.230.1800
Genevieve@AlisonBrodPR.com

Mary Coyle, TogoRun
Direct: 212.453.2089 | Mobile: 917.975.6615
m.coyle@togorun.com

MRA:
Marissa Maybee
Direct: 202.336.8922
mmaybee@curemelanoma.org

Steven Anreder
Direct: 212.532.3232
Steven.anreder@anreder.com