NORWAY. The world’s top dermocosmetics brand La Roche-Posay, owned by L’Oréal Groupe, teamed up with Tax Free Norway (the joint venture between Gebr. Heinemann and Norse Trade) and local non-profit organisation Melanomforeningen to run a Melanoma awareness campaign in Oslo Airport throughout May.
Melanomforeningen is a Norwegian organisation for victims and survivors of melanoma.
The campaign, which ran throughout May during Melanoma Awareness Month, underlines the brand’s mission to raise awareness about skin cancer detection and prevention.
The weeklong campaign hosted dermatologist Dr. Karina Hansen who educated travellers on the dermatologist-approved ABCDE method of mole self examination. More information on the method could be accessed by scanning a QR code at the pop-up.
The campaign also featured a quiz which offered free sunscreen samples and educational leaflets. Over 2,000 samples were distributed during the campaign’s run.
On 25 May, La Roche-Posay invited ten skin influencers to visit the airport and learn more about skin cancer prevention and the harmful effects of prolonged sun exposure from Dr. Hansen.
The influencers also discovered La Roche-Posay’s newest sun protection innovation, Anthelios UVMune 400, which was showcased at three different themed counters at Tax Free Norway’s Oslo East, Oslo North and Oslo Travel Value shops.
The sun cream offers broad spectrum, photostable SPF50+ UVA/UVB/Infrared protection. It comes in an ultra-resistant formula specifically developed for sensitive skin. The sun cream is non-greasy, non-eye stinging and non-sticky. La Roche Posay described the innovation as its ‘greatest revolution in suncare in the last 30 years’.
This is due to a new, exclusive filter, Mexoryl 400, claimed to be the only UV filter that protects against the most insidious Ultra-long UV rays. Ultra-long UV rays can cause DNA damage, ageing and skin cancer.
La Roche-Posay supported the campaign with a vibrant ooh media campaign which took over several airport screens. The campaign highlighted the importance of daily sun protection and drove awareness for Anthelios UVMune 400, reaching an estimated 1 million passengers during its run. ✈