Media Alert: La Roche-Posay invites Canadians to 'Become a Skin Checker' on Melanoma Monday

TORONTO, April 25, 2016 /CNW/ - In honour of Melanoma Monday on May 2, La Roche-Posay will be holding a pop-up event outside the Hudson's Bay Centre on Bloor Street in downtown Toronto to continue the fight against skin cancer. The company has teamed up with dermatologists to offer free mole checks for Canadians to educate themselves on how to detect and prevent skin cancer. Skin cancer prevention is at the heart of La Roche-Posay's DNA, and the event is part of the company's 'Become a Skin Checker' campaign. Now in its second year, La Roche-Posay is on a mission to have one million Canadians support the cause by visiting the event or downloading guidelines for detecting suspicious moles.

As many as 6 out of 10 Canadians care more about the health of loved ones than their own. Become a Skin Checker encourages Canadians to play an active role in protecting friends and family from this preventative but potentially deadly disease.

WHAT	Become a Skin Checker pop-up event outside the Hudson's Bay Centre on Bloor Street in downtown Toronto. La Roche-Posay has partnered with well-known dermatologist Dr. Sonya Cook for free mole checks. Canadians can visit the event and download the ABCDEs of moles to learn and understand how to detect suspicious moles.
WHY	Since 2000, melanoma has increased 2.4 times faster than other cancers, affecting both men and women at an alarming rate.^1  As many as one out of three cancers diagnosed in Canada this year will be skin cancer.^2  Despite the fact that 90 per cent of skin cancers are curable if detected early, 2 out of 3 Canadians have never had a mole checked by a dermatologist.^3
WHO	Jasmine Tsang, La Roche-Posay Product Manager Dr. Sonya Cook, Dermatologist
WHERE	Hudson's Bay Centre, 2 Bloor St E, Toronto, ON M4W 1A8  (outside, in front of the main entrance on Bloor Street.)
WHEN	Monday, May 2, 2016 The event will be open all day from 8 a.m. to 6 p.m., with spokespeople onsite for media interviews from 11 a.m. to 4 p.m.
VISUALS/INTERVIEW OPPORTUNITY
	La Roche-Posay and well-known dermatologist Dr. Sonya Cook appearing at a pop-up event outside the Hudson's Bay Centre on Bloor Street in downtown Toronto meeting and interacting with consumers, leading informative discussions and examining people's skin.

ABOUT LA ROCHE-POSAY
La Roche-Posay is a division of L'Oréal Canada, a wholly-owned subsidiary of L'Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, L'Oréal Canada had sales of $1.07 billion in 2014 and employs more than 1,200 people. The company's prestigious portfolio of 35 brands encompasses all aspects of beauty.

Through the La Roche-Posay Foundation, under the aegis of the Fondation de France, the brand has been actively supporting research in the clinical, biological and pharmacological fields of dermatology as well as supporting and encouraging generous initiatives from dermatologists.

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¹ Statistics Canada, 2000 & 2014
² Canadian Skin Cancer Foundation
³ Ipsos 2015

SOURCE La Roche-Posay

Stella Karami, The Colony Project on behalf of La Roche-Posay, T: [phone], E: [email protected]