Readers can join the cause by logging on to ItsTHATworthit.org and signing up for the social media thunderclap.
On May 20th, at 5 p.m., the thunderclap will take place, and L'Oreal Paris will donate $1 to the Melanoma Research Alliance for each supporter who signs up. The brand will also donate $1 for each L'Oreal Paris Advanced Suncare product sold within the United States (up to $250,000 for 2014).
In the second annual It’s THAT Worth It™ Safe Sun Survey, 52% of American Women grade themselves a C or lower on their sun care habits.
Celebrity spokespeople Eva Longoria, Lea Michele and Diane Keator have created public service announcements for the campaign.