May is National Skin Cancer Awareness Month, and to honor it, EltaMD, the Melanoma Research Foundation and show host Andy Cohen are joining forces to create a social campaign to increase awareness about the deadly disease.
“With over 5 million cases detected in the United States each year, more people are diagnosed with skin cancer than all other cancers combined,” said Yale University Associate Clinical Professor of Dermatology Dr. Mona Gohara. “As a dermatologist, I appreciate EltaMD moving the benchmark on this mission by enlisting Andy [Cohen] to spread this imperative message in viral fashion, eliciting conversation.”
The campaign is designed to create a conversation about skin cancer and educate people about checking their skin, a May 18 EltaMD news release said.
EltaMD, a top sunscreen brand recommended by dermatologists, focuses on sun safety and sun protection. The company is also making $100,000 of in-kind donations to the Melanoma Research Foundation.
CP Skin Health Group Chief Brand Officer Echo Sandberg said that Cohen, the host of the "Watch What Happens Live!" show on Bravo, is a natural fit for the social campaign, as he has had his own experience with melanoma, according to the news release. People Magazine reported that Cohen was diagnosed with melanoma after Kelly Ripa noticed he had a black dot on his lip and insisted that he see a dermatologist. Cohen had a “chunk” of his lip removed due to the cancer, but said it had healed well.
EltaMD has pledged that for every tag in the next 30 days, @eltamdskincare will donate a bottle of sunscreen to the @curemelanoma foundation of up to $100,000 in value, the news release said.
According to the press release, for EltaMD, raising awareness about skin protection goes beyond a corporate mission—it is ingrained in the brand's DNA. The impact of skin cancer is deeply felt, with statistics revealing that 20% of Americans will be diagnosed with skin cancer by the age of 70.
Joanna Zucker, CEO of CP Skin Health U.S., personally faced and overcame her own battle with Melanoma. The CP Skin Health Group, part of Colgate-Palmolive, acquired EltaMD in 2018.
"By partnering with Andy Cohen and the Melanoma Research Foundation for Skin Cancer Awareness Month, EltaMD hopes this amplified conversation reaches new heights to push educational boundaries on the importance of daily sunscreen use," Zucker said in the press release. "While my skin cancer experience was frightening, it has allowed me to lead EltaMD from personal experience in the brand's efforts to advocate for daily sunscreen use and regular skin checks with a dermatologist in the fight against skin cancer.”
Cohen was the subject of an iconic photo in 1994, posing nude with one of the sculptured lions outside of the New York Public Library. To highlight the campaign, CP Skin Health had the photographer who took the original shot, Spencer Turick, shoot Cohen in a similar pose in midtown Manhattan, wearing nothing but skin care products, including a new EltaMD sunscreen product, UV AOX Mist, for the new promotional photo.
