L’Oréal Dermatological Beauty unites industry leaders to spread sun safety awareness
One in five Americans will develop skin cancer by the age of 70. More than two people die of skin cancer in the U.S. every hour, according to the Skin Cancer Foundation.
Those statistics didn't sit well with retailers attending the Dermatology and Retail Alliance (DRA) event powered by L’Oréal Dermatological Beauty in 2022.
During a discussion, Tracy Bliss, former head of beauty at H-E-B, urged retailers to unite to amplify the importance of daily sun protection. Her call to action prompted the formation of a consortium of retailers (called the Sun Care Consortium), dermatologists and industry experts tasked with creating a campaign to raise awareness.
The result is “Sun Responsibly,” an unbranded campaign supported by retailers, including Ulta Beauty, CVS, Walgreens, Meijer and Hy-Vee.
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The creators hope more retailers will join the effort as well as support from sun care brands. The campaign is considered the first of its kind where retailers, even competitors, join forces to spread the word.
“Sun Responsibly” was launched at the American Academy of Dermatology’s (AAD) Annual Meeting, and it is now rolling out to social media sites, retailers’ stores and a multitude of touchpoints from The Skin Cancer Foundation.
“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.”
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 U.S. 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.”
Daley added, “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.” The goal is to inspire brands beyond CeraVe and La Roche-Posay to join the movement.
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Scott Emerson, founder of the Emerson Group praised the power of collective voices. “This initiative brings a unified communication to the consumer, allowing for less confusion and better understanding of product claims,” he said.
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 Promulgates Sun Care Myths
The amount of misinformation about sun care is alarming, exacerbated by influencers who spread myths with no medical knowledge, according to Deborah S. Sarnoff, MD and president of The Skin Cancer Foundation. Those falsehoods include that sunscreen causes cancer rather than prevents it, that protection isn’t needed on cloudy days or that tanning beds are safer than sun exposure.
Retailers Support “Sun Responsibly”
Ulta Beauty
“Partnering with the Sun Care Consortium allows us to work alongside industry leaders, dermatologists, and fellow retailers to elevate the importance of daily sun protection and drive meaningful change in our guests' lives,” 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,” she added.
Ulta Beauty will have displays in stores highlighting key research-backed insights and efficacious SPF solutions from La Roche-Posay to reinforce the importance of daily sun protection. “And, as always, we'll continue 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,” she said.
Walgreens
“Sun Responsibly” is a unified message from a group of retailers and dermatologists with the goal to educate and increase the usage of sunscreen, which authentically aligns with our focus on health and well-being,” said Carolina Howski, senior director, divisional merchandise manager, beauty.
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,” Howski said.
CVS Health
“It's a powerful yet simple message: “Sun Responsibly.” Just two words that help encourage everyday sun protection and foster lifelong sun safety habits. In a world where misinformation around health topics is common, this united effort allows us to combat potential 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 has heard her fair share of fallacies from homemade sunscreen with coconut oil to the alarming false message that sunscreen is toxic. “These myths are harmful and make the “Sun Responsibly” campaign all the more important,” she said.
“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.
“I 100% will be using this campaign in my practice. We aspire for this campaign to become a household slogan, much like 'Got Milk,' 'Don’t Drink and Drive,' or 'This is Your Brain. This is Your Brain on Drugs.' By embedding the message of responsible sun exposure into everyday conversations, we aim to promote awareness and encourage healthy sun practices across all communities.”
Elyse Love, MD FAAD, spotlighted the importance of the campaign. “More people are diagnosed with skin cancer each year than any other cancer, and most skin cancers are preventable. With that being said, spending time outdoors provides many health benefits. The goal of this campaign is to encourage people to enjoy the benefits of the outdoors in a responsible way that's good for their overall health - internal and external.
Dr. Ted Lain, MD and MBA, FAAD, agreed that the campaign should be realistic.
"Dermatologists realize that rather than advising the public to completely avoid sun exposure as a method to reduce skin cancer risk, we should instead educate how to adapt their behavior to be safe in the sun. This is the genesis for the “Sun Responsibly” campaign. The dermatology and retail communities came together to develop this campaign in an effort to improve the health of our patients and consumers.
Category Performance
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.
According to 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.
About the Dermatology and Retail Alliance (DRA)
The Dermatology and Retail Alliance (DRA) is a network of merchants and board-certified dermatologists dedicated to breaking down barriers and expanding access to expert skin health solutions. By bridging the gap between retail and medical expertise, the DRA strives to make dermatological expertise more accessible to all consumers.