In its second year at the Australian Open (AO), LA ROCHE-POSAY is amplifying its presence as the major event’s Official Sunscreen Partner by showcasing an interactive ‘reverse UV camera’ that provides users with the ability to see where sunscreen has been applied to the skin and the protection a very high UVA/UVB broad spectrum sunscreen
provides. The activation supports the French skincare brand’s focus on skin and sun education, which will be communicated heavily through its upcoming ‘Over 3? Protect from UV’ awareness campaign. Further to the new customer engagement piece, LA ROCHE-POSAY will be increasing its complimentary Anthelios sunscreen giveaways to 750,000, topping its last AO sampling of half a million units.
Event goers will be drawn to the new UV camera experience with LA ROCHE-POSAY at its AO High Street location, where not only can they apply complimentary sunscreen and see the quality of their application with the naked eye but easily share it to social media via the camera’s built-in technology. The sunscreen activation links to LA ROCHE-POSAY’S UV campaign, advocating for Australians to become more aware of the daily UV index, how to read it correctly and understand how to minimalise long-term effects of sun damage such as visible signs of ageing and skin
Also new at the AO20, LA ROCHE-POSAY will activate in the popular AO Kids Ballpark area with a larger-than-life castle for the youngest AO-goers to enjoy. To ensure kids are playing safe in the sun, a sunscreen station will be positioned close by for easy and continuous use of LA ROCHE-POSAY’S new Anthelios XL Wet Skin SPF50+. The new Birrarung Marr location will connect seamlessly to the AO’s extended activation space in Federation Square, where LA ROCHE-POSAY will ensure passers-by can also trial sunscreen samples in the CBD.
Particularly in January, Melbourne experiences a very high risk of harm from unprotected sun exposure. Aside from wearing hats and UV-blocking sunglasses, LA ROCHE-POSAY recommends that AO attendees apply a broad spectrum SPF 50+ sunscreen every two hours, even when cloudy.
“Recent studies have shown that most Australians don’t consider the day’s UV index when deciding to apply sunscreen, which is an alarmingly revelation for a country with one of the world’s highest rates of skin cancer. UV radiation is powerful and sneaky, and damage can occur when the sun isn’t out and even through windows. Treating sunscreen application like brushing your teeth every day is good practice for Australians, and being aware that skin damage is possible when the UV index is 3 or greater, is crucial. LA ROCHE-POSAY aims to educate all AO20 patrons about sun protection through an increase in sunscreen samples and its new reverse UV camera activation.”
SCIENTIFIC COMMUNICATIONS MANAGER, LA ROCHE-POSAY | Rachel McAdam
LA ROCHE-POSAY first joined Tennis Australia’s list of esteemed event partners for the AO19 and is thrilled to be part of the AO20, which will showcase the world’s most acclaimed tennis stars when they return to Melbourne Park from 20 January – 2 February, 2020. LA ROCHE-POSAY will also activate at the official AO lead-in events throughout the ATP Cup in Brisbane, Perth and Sydney (3 – 12 January, 2020).
ABOUT LA ROCHE-POSAY | A BETTER LIFE FOR SENSITIVE SKIN
For over 40 years, LA ROCHE-POSAY has worked with dermatologists throughout the world to develop skincare products for the most sensitive skins. At the heart of the brand is a Thermal Spring Water that originates from a 1,700-year-old spring located in the brand’s namesake, medieval French village. This unique water, renowned for its soothing and antioxidant properties, is combined with state-of-the-art dermatological active agents, often inspired from the latest advances in medical research.
FOR FURTHER INFORMATION, PLEASE CONTACT:
LA ROCHE-POSAY Communications Manager | Nikita Papas | [email protected]
Cassette PR Account Director | Mietta Orvad | [email protected]
LA ROCHE-POSAY THE OFFICIAL SUNSCREEN PARTNER OF AO20
LA ROCHE-POSAY ANTHELIOS | ADVANCED SUN PROTECTION
An expert of protection for sensitive skin for almost 30 years, LA ROCHE-POSAY’S mission is centred on creating ‘a better life for sensitive skin’. The brand has been committed to ensuring the highest protection for sensitive and sun-allergic skin with its comprehensive sun protection range – Anthelios. With skin cancers accounting for 80%+ of newly diagnosed cancers annually in Australia, it is essential to take sun protection seriously, at the beach, at the tennis, and throughout the year, regardless of the season.
LA ROCHE-POSAY | A020 ANTHELIOS RANGE
OUR PRODUCTS AVAILABLE AT THE AO
LA ROCHE-POSAY Anthelios XL Ultra-Light Fluid SPF 50+
50ml | RRP $29.95
Offering very high* UVA and UVB broad spectrum sun protection, this iconic sunscreen showcases an
ultra-light texture that absorbs effortlessly into the skin with a non-greasy, non-sticky, invisible matte
finish. Infused with LA ROCHE-POSAY’s unique, soothing Thermal Spring Water, the fragrancefree,
non-comedogenic formula will not clog pores and is suitable for all skin types. Also available in
a tinted formula.
LA ROCHE-POSAY Anthelios XL Ultra-Light Spray SPF 50+
200ml | RRP $35.95
Offering very high* UVA and UVB broad spectrum sun protection, this easy-to-apply sunscreen, ideal
for the body, showcases an ultra-light texture that absorbs effortlessly into the skin with a non-greasy,
non-sticky, invisible finish. Infused with LA ROCHE-POSAY’s unique, soothing Thermal Spring
Water, the fragrance-free, non-comedogenic formula will not clog pores and is suitable for all skin
NEW LA ROCHE-POSAY Anthelios XL Wet Skin SPF 50+
250ml | RRP $36.95
Water-resistant for up to four hours, the Anthelios XL Wet Skin SPF 50+ has a lightweight texture and
a non-greasy finish on skin, leaving no residue. It contains ‘wet skin’ technology to create a film on the
skin, XL-Protect to shield against damaging UVA and UVB rays, and LA ROCHE-POSAY’s unique,
soothing Thermal Spring Water enriched with soothing properties for sensitive skin.
Over 750,000 sunscreen samples will be distributed to event goers via:
o Four satellite Anthelios application stations (incl. Kids Ballpark, reverse UV camera activation and two
sampling/application-only stations); and
o Roving LA ROCHE-POSAY Anthelios sampling team on foot in Melbourne Park and Federation Square.
Best-selling Anthelios sunscreens will also be available for purchase at the official AO onsite retail shop.
LA ROCHE-POSAY is available at Chemist Warehouse, Priceline and select pharmacies nationally. To find your nearest Stockist and/or purchase online visit www.laroche-posay.com.au. AO20 tickets can be purchased via ausopen.com/tickets.