La Roche-Posay hosted a two-day ‘Parasols for Protection’ event in Madison Square Park, kicking off with a party attended by editors and bloggers on Friday. Orange, white, and yellow parasols filled the landscape, underscoring the message of the event: SOS, Save Our Skin.
“SOS is a natural part of what it means to bring [the brand] to another country,” said La Roche-Posay’s vice president, Angela Bennett, adding that the campaign has since been launched in several countries worldwide.
Launched in 2010, La Roche-Posay’s SOS campaign aims to educate consumers about skin cancer and more importantly, to incite changes in Americans’ safe sun practices. According to Bennett, the campaign has performed thousands of free skin cancer screenings and has detected several melanomas. La Roche-Posay has even partnered with the New York Yankees, offering free skin cancer screenings on sunny game days.
The event offered free on-site cancer screenings provided by the Women’s Dermatologic Society, as well as a La Roche-Posay pop-up store with products from their sunscreen line, Anthelios. Additionally, about 10,000 Anthelios product samples were distributed throughout the two-day installation.