French luxury skincare brand La Roche-Posay has launched a new initiative to help educate the public about skin cancer. SOS (Save Our Skin) coincides with National Melanoma Month and will reach customers through in-store promotions, new media, partnering with skin specialists such as dermatologists and pharmacists. La Roche Posay will donate money to the Women’s Dermatologic Society and The Skin Cancer foundation for every person who signs up on their website as part of the SOS campaign. “With more new cases of skin cancer diagnosed nowadays than breast, prostrate, lung, and colon cancer combined, we know that prevention and early detection are two of the most effective ways to minimize this risk,” says Palm Springs dermatologist Dr. Wendy E. Roberts to Stylelist.

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