EltaMD has launched Deep Tint variants of its UV Clear and UV Daily Deep collections, which feature the Invisible Blend Technology, a "proprietary ratio of iron oxides" that works across a range of skin tones, leaving a sheer, skin-enhancing finish on people of color without compromising on protection.
EltaMD will sponsor and participate in the inaugural Women's Health Health Lab by presenting a "Black, Brown & Beautifully Protected" panel on May 15, 2024. The panel aims to provide education on the needs of melanin-rich skin through a thoughtful, yet extremely important discussion with industry experts.
Additionally, the brand will continue its longstanding partnership with the MRF by sponsoring their #GetNaked Melanoma Awareness Month campaign featuring NFL player Raheem Mostert, encouraging the public to get a skin check and wear daily sun protection.
EltaMD will also be the official sunscreen partner of Major League Pickleball to tap into an audience of both players and spectators that spend a significant amount of time outdoors. The exclusive sponsorship will feature brand activations on and off the pickleball court via social, digital, and experiential programming as well as providing free sunscreen at all MLP events, beginning with MLP Atlanta (May 9-12, 2024).
James Merrick, MRF's chief communications and marketing officer, said, "The Melanoma Research Foundation (MRF) is pleased to collaborate with EltaMD as a sponsor of its award-winning annual #GetNaked prevention, awareness, and early detection Melanoma Awareness Month campaign. EltaMD has sponsored the MRF's annual New York City Gala since 2019 and their support has evolved to include several mission-critical programs including our nationwide Miles for Melanoma 5k run/walk series, MRF programming at the American Academy of Dermatology's (AAD) annual meeting and prevention and awareness programs. EltaMD's partnership has enabled the MRF to extend our mission to help dedicate education to the deadliest and most common form of skin cancer with 90% of melanomas being considered preventable, and when caught early, most cases are very treatable and highly survivable."
Echo Sandburg, chief brand officer, CP Skin Health Group, said, "More people are diagnosed with skin cancer every year than all other cancers combined in the U.S. and at least one in five Americans will receive a skin cancer diagnosis by the age of 70. Knowing that annual skin checks paired with daily sunscreen use is the best method of prevention, EltaMD has a responsibility to provide wearable sunscreen options for all skin tones and amplify awareness around sun safety. Skin cancer does not discriminate. Sunscreen is needed on every body, every day and we believe we must encompass the same inclusivity in our efforts."
![Julie Ramos, Attitude's vice president of marketing, notes, 'What stands out most is the fact that this generation [Alpha] will be even more connected than Gen Z, with a way of consuming that will probably be more virtual.'](https://img.gcimagazine.com/files/base/allured/all/image/2024/04/SUNLY_SHOOT_20236468.6626c9ad7f09d.png?auto=format%2Ccompress&fit=crop&h=191&q=70&rect=0%2C1376%2C5504%2C5504&w=340)
