L’Oreal Paris joins hands with Melanoma Research Alliance

Global beauty brand L’Oreal Paris released a new survey on ‘Melanoma Monday,’ 6 June, on awareness about melanoma and its prevention among women of all skin tones.

It also announced a philanthropic alliance with the Melanoma Research Alliance (MRA). L’Oreal Paris will donate over $750,000 over the next three years to the MRA to fund the new L’Oreal Paris-MRA Team Science Award, led by cancer researcher Dr. Meenhard Herlyn, to find out ways to help prevent, cure and treat melanoma, considered to be the fastest growing cancer in the world and the deadliest form of skin cancer.

On its part, the company’s sale proceeds of its line of SPF sun care products, Sublime Sun, will go towards funding the melanoma research.

Till 31 December 2013, L’Oreal Paris will donate $1 for every Sublime Sun product sold in the US to the MRA for the L’Oreal Paris-MRA Team Science Award, up to $250,000.

The entire donation will go toward the research, said the company.

L’Oreal Paris will also help raise awareness and educate women of all skin tones about melanoma prevention through its website, social media and spokesmodels throughout the Melanoma/Skin Cancer Awareness Month in May and into the summer.

According to the company’s research conducted by Kelton Global, 22% of American women rated themselves high for healthy sun care habits.

Even though people of all skin tones are at risk for melanoma, only 21% of Hispanic women and 12% of African-American women rated themselves highly when it came to sun protection.

The company is asking people to test their ‘Skin IQ’ and be aware of melanoma myths and facts by visiting the website lorealparisusa.com/sun.

It is also encouraging people to make a pledge on Facebook and Twitter to protect their skin.

The company will donate an additional $1 to the MRA, up to $10,000, for each pledge from May to July 2013.

L’Oreal Paris president Karen Fondu said the Melanoma Research Alliance has made good strides in funding melanoma research and advancing treatment.

"Our hope is to help drastically reduce the growing incidence of melanoma in this country by educating women that sunscreen should be a part of their daily beauty routine, no matter your skin tone or where you live," added Fondu.