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ANTHELIOS 40 Sunscreen With Mexoryl(TM) SX Now Available to Consumers in the US
Date:7/1/2008

The Highest UVA & UVB Protection in a Sunscreen With Mexoryl(TM) SX

Available Nationwide

NEW YORK, July 1 /PRNewswire/ -- La Roche-Posay, the brand trusted for over 15 years worldwide to offer exceptional UVA protection(1), announces the availability of ANTHELIOS 40 Sunscreen with the highest photostable UVA and UVB protection available in a sunscreen with Mexoryl(TM) SX . ANTHELIOS 40 Sunscreen is a revolutionary new outdoor use SPF 40 sunscreen for the face and body, specifically tested for safety on those with the photosensitive skin disorder, Polymorphous Light Eruption (PMLE)(4).

Starting July 1st, ANTHELIOS 40 will be available at select physicians' offices, CVS/pharmacy (at their pharmacy counters), Duane Reade, Longs and Brooks locations with Dermo-Skincare Centers, and online at http://www.laroche-posayus.com.

Photosensitivity is a pervasive issue for people suffering from a variety of photosensitive conditions including, but not limited to, PMLE, Photoallergic Eruption (sun allergies), Phototoxicity, Solar Uticaria (sun rashes) and autoimmune disease. In fact, it is estimated that up to 17% of the US population alone experience symptoms related to PMLE as a result of UV (primarily UVA) exposure(2). These figures are likely understated as many potential patients do not seek treatment for proper diagnosis. In approximately 50% of those affected, the action spectrum is actually UVA rays(3).

La Roche-Posay ANTHELIOS 40 is the new FDA approved sunscreen for outdoor- use that has the highest UVA and UVB protection available in a sunscreen with Mexoryl(TM) SX to meet these needs. Having been tested for safety on special populations including those with photosensitive skin, such as PMLE(4), this formula provides a unique and synergistic combination of sun filters.

About ANTHELIOS 40

Innovation: A unique synergistic combination of sun filters. ANTHELIOS 40 contains the highest concentration of Mexoryl(TM) SX, the organic, stable sun filter designed to protect skin from the short UVA waves and provide enhanced overall UVA protection. Mexoryl(TM) SX is particularly effective against short UVA waves and is a key ingredient in ensuring this essential complete broad-spectrum protection. Unlike many other sunscreen filters that offer UVA protection, Mexoryl(TM) SX is highly photostable and has been shown to maintain activity for up to five hours in laboratory testing. This breakthrough innovation is the culmination of many years of research and testing. The result is demonstrated efficacy and safety that is supported by 87 non-clinical toxicology studies, 29 clinical studies (including 21 clinical pharmacology studies) tested on over 2,500 patients. Mexoryl(TM) SX was first patented in 1982 in Europe by L'Oreal and has a long history of safety and efficacy studies worldwide. La Roche-Posay was the first to launch Mexoryl(TM) SX in a sunscreen formula in Europe over 15 years ago and then most recently in the U.S. in 2006.

For the first time in the U.S., this FDA-approved, breakthrough formulation also combines 5% Titanium Dioxide (an inorganic sun filter) with 2% Avobenzone (an organic sun filter) to provide an enhanced formulation with complete broad spectrum protection. No other company is able to provide the combined UVA protective benefits of any physical blocker with stabilized Avobenzone in one formula.

Finally, a patented stabilized combination of Avobenzone (Parsol 1789) and Octocrylene provide UVB and long UVA coverage.

With this synergistic combination of ingredients, ANTHELIOS 40 has the highest UVA and UVB protection available in a sunscreen with Mexoryl(TM) SX for those who are serious about sun protection. For outdoor use, it should be used as a key prevention tool against the risks associated with exposure to harmful UVA and UVB rays.

Benefits of ANTHELIOS 40: With the highest UVA and UVB protection available in a sunscreen with Mexoryl(TM) SX, ANTHELIOS 40 follows the same strict formulation charter representative of the La Roche-Posay line of products that caters to all skin conditions, including very sensitive. The product is non-comedogenic, fragrance free, PABA-free, and dermatologist- tested. ANTHELIOS 40 is the newest addition to the existing La Roche-Posay Anthelios franchise, which includes ANTHELIOS SX Daily Moisturizing Cream with SPF 15, and ANTHELIOS 15 Water Resistant Sunscreen Cream.

About LA ROCHE-POSAY

La Roche-Posay is the brand recommended by 25,000 dermatologists worldwide offering adjunctive therapy daily skincare and in-office chemical peel products formulated with highly concentrated ingredients targeting every skin's needs. Products are tested on sensitive skin. Its daily use products include formulations that are based on thermal spring water rich in selenium, a powerful antioxidant. Formulations are clinically proven for safety and efficacy that enhance overall treatment results and reduce related side effects that can improve consumer quality of life. Its range of professional products is composed of in-office procedures, including chemical peels as well as pre and post care products / protocols to increase procedure efficacy and optimize safety.

ANTHELIOS 40 Sunscreen from La Roche-Posay has a suggested retail price of $29.50 and can be purchased at select physicians' offices, CVS/pharmacy, Duane Reade, Longs and Brooks locations with Dermo-Skincare Centers, and online at http://www.anthelios.com. To learn more about ANTHELIOS 40 Sunscreen, please contact Amy Wein, Vice President of Creative Media Marketing at 212.979.8884 or amy@cmmpr.com.

(1) La Roche-Posay has offered high UVA protection with Mexoryl in UV protection products for 15 years worldwide. Anthelios SX and Anthelios 15 have been available in the US since 2006.

(2) Honigsmann, H: Polymorphous light eruption. In: Lim, H., Sater, N., eds., Clinical Photomedicine. New York: Marcel Dekker. 1993; 167-180

(3) Ortel, B., Tanew, A., Wolff, K. and Honigsmann, H.: Polymorphous light eruption: Action Spectrum and photoprotection, J. Am. Acad. Dermatol. 1986; 14:748-753.

(4) Data on file


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