There is no city in the world that is more focused on women’s beauty than the city of Paris, France. Regardless of whether it is hair styles, fashion, or beauty the city of Paris is hard to beat. In 30 years of travels in and out of Paris by your customer service reporter, the beauty of Paris, France is hard to match. Washington is a city of efficiency and service; but Paris leads the world in women’s fashion and beauty hands down.
It is with this concern that L’Oréal Paris and the Melanoma Research Alliance (MRA) has launched It’s THAT Worth It™ Campaign to Fight Melanoma and Encourage Sun Protection for women of all colors.
Celebrity Spokespeople Eva Longoria, Aimée Mullins, Lea Michele, Skin Cancer Survivor Diane Keaton and L’Oréal Paris Executive Danielle Macaluso invite all women to Join the Thunderclap on May 20th and lend their social voice to stop Melanoma.
L’Oréal Paris, a leading global beauty brand, and the Melanoma Research Alliance (MRA), the leading private funder of melanoma research, announced today the launch of 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. As part of the three-year partnership, L’Oréal Paris is donating $750,000 to MRA to help find a cure through the funding of the new L’Oréal Paris-MRA Team Science Award, led by internationally renowned cancer researcher Meenhard Herlyn, D.V.M., D.Sc., The Wistar Institute, Philadelphia, Pa. The donation will fund research exploring the role of 16 variant genes as co-drivers in melanoma susceptibility, development and progression.
“The Melanoma Research Alliance is an incredible organization that has made significant strides in funding melanoma research and advancing treatment. We are very proud to partner with MRA to help educate people on the importance of using sunscreen as the first line of defense against melanoma and to drive awareness around this disease. Through this collaboration, our hope is to drastically reduce the growing incidence of melanoma in this country, especially among young women, and to help every person realize that wearing sunscreen protects their beauty and their life because we are all worth it,” said Karen T. Fondu, President of L’Oréal Paris.
Celebrity broadcast and print PSAs are the first phase in a series of initiatives designed to rally the public to combat melanoma, the deadliest form of skin cancer and one of the most common cancers in women under 40. The PSAs will drive the public to ItsTHATworthit.org to join Thunderclap, a worldwide crowd sourcing tool that amplifies a collective message. By signing up for the It’s THAT Worth It Thunderclap from now through May 20th at 5:00PM EDT, people can lend their reach to the cause, and send a synchronized message through social media, telling the world that they are committed to stopping melanoma through prevention and research. 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.
"L’Oréal Paris’ commitment to supporting groundbreaking research and rallying the public to stop melanoma from taking more lives is both incredibly inspiring and unprecedented,” said Debra Black, MRA founder and melanoma survivor.
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. Go to www.lorealparisusa.com for more information.