La Roche-Posay is back, bigger than ever at the Australian Open 2020 (AO20) in its second year as Official Sunscreen Partner. La Roche-Posay is amplifying its presence at AO 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 see their ‘Over 3? Protect from UV’ awareness campaign ramp up during the Australian summer and over the grand slam event.
La Roche-Posay will be increasing its complimentary Anthelios sunscreen giveaways to 750,000, topping this year’s distribution of half a million samples meaning more tennis goers will be protected from the dangerous effects of UV rays whilst attending the Australian Open. 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 Roch-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 cancers.
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 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.” says Rachel McAdam, La Roche-Posay’s Scientific Communications Manager.
To find out more on La Roche-Posay visit www.larocheposay.com.au and be sure to check out the activations at the 2020 Australian Open between 20 January – 2 February, 2020. Also look out for La Roche-Posay at the official AO lead-in events throughout the ATP Cup in Brisbane, Perth and Sydney (3 – 12 January, 2020).