Why #ItsTHATWorthIt to Me to Protect My Skin

By Lauren Leiman
Senior Director, Marketing and Development

This summer, L’Oréal Paris, in partnership with the Melanoma Research Alliance (MRA), is asking women everywhere to demonstrate why it’s imperative to protect their skin, beauty, and life through the #ItsTHATWorthIt social media campaign. To help kick off the campaign, L’Oréal hosted two events – one in Los Angeles and one in Miami – attended by celebrities, influential bloggers, and those affected by melanoma. I had the pleasure of representing MRA at these recent events.

MRA's Lauren Leiman and Diane Keaton.

MRA’s Lauren Leiman and Diane Keaton.

I sat alongside L’Oréal spokeswomen and actresses, Diane Keaton and Génesis Rodríguez, as well as celebrity aesthetician Vanessa Hernandez, dermatologist Flor Mayoral, and L’Oréal executives Danielle Macaluso and Malena Higuera. Diane and Génesis shared their personal experiences with skin cancer and how their encounters with the disease have positively impacted their daily beauty and health regimens. We discussed the importance of raising awareness of melanoma and ways to prevent the disease, such as wearing sunscreen every day.

Melanoma is the most common cancer diagnosed in women 25-29 years old, and for Latinos, rates have risen about 20 percent in the last 20 years. In fact, the Centers for Disease Control and Prevention released information last week showing that the number of cases of melanoma has doubled in the last 30 years, and it is predicted cases will continue to rise over the next 15 years.

Now more than ever, #ItsTHATWorthIt to help spread the word about the dangers of melanoma – and how you can protect yourself!

In addition to generating awareness, the #ItsTHATWorthIt program also raises funding to support year three of the L’Oréal Paris-MRA Team Science Award, which explores the origins of melanoma, including the disease’s development and progression. For every social share now through Labor Day, L’Oréal Paris will donate $1 to MRA to fund the L’Oréal Paris – MRA Team Science Award, up to $250,000 in 2015.

The audience at the Miami #ItsThatWorthIt event.

The audience at the Miami #ItsThatWorthIt event.

Here is how to participate in the #It’sTHATWorthIt campaign:

  1. Create a 15 second video or photo sharing with your social community why SPF protection or using sunless tanner is worth it to you.
  2. Share the video or photo via Insta-video/Instagram, Facebook and/or Twitter with hashtag #ItsTHATWorthIt
  3. Get your unique social media community involved by tagging three friends in your post.

Check out some of our videos on Instagram!

Don’t use social media? L’Oréal is also donating $1 from sales of select SPF and sunless tanning products now through December 31, 2015.

Partners like L’Oréal help to spread awareness about the reality of melanoma and why prevention is critical, and it also helps MRA to further our mission of ending death and suffering from melanoma by supporting research.

Through the support of our partners like L’Oréal and you, we can help prevent and find meaningful cures for melanoma. Please join us and share why #ItsTHATWorthIt to you.

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