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Avoid the Burn: First Sunscreen to Earn the Melanoma International Foundation Seal of Approval Expands Distribution Throughout Northern California
Date:6/4/2009

Specially formulated for sensitive skin and to block UVA and UVB rays, Sierra Summits now available at Raley's stores

RENO, Nev., June 4 /PRNewswire/ -- Sunscreens are not created equal. As dermatology experts continue to emphasize the importance of broad spectrum protection that blocks UVA and UVB rays, consumers are learning there is more to choosing sunscreen than meets the eye. Results from a recent Consumer Reports poll found that for 81% of sunscreen users, the SPF number greatly influenced their purchase. However, SPF only reflects effectiveness against UVB rays, not UVA rays which can cause the most long-term damage. UVA rays penetrate deep into the skin and cause melanoma, loss of collagen, brown spots, wrinkles and other signs of aging.

Sierra Summits High Altitude Adventure Sunscreen (High Broad Spectrum, SPF 40), which meets expert criteria for both UVA and UVB protection, today has expanded distribution in Northern California Raley's stores. The sunscreen, the first to earn the Melanoma International Foundation Seal of Approval, is also available throughout the U.S. via specialty retailers and its online web site, www.sierrasummits.com.

Along with expanding distribution, Sierra Summits will begin a sampling program at select stores in Northern California. In-store demonstrations will provide information about effective skin protection while offering resources for consumers concerned about sun damage. Complimentary sunblock samples will also be available to consumers who seek a hypoallergenic, fragrance-free sunblock that offers a light and residue-free feel.

"People who try Sierra Summits High Altitude Adventure Sunblock for the first time often tell us that it feels just like lightweight lotion," said Jennifer Rice, Sierra Summits founder and CEO. "While most people know that they should wear sunblock daily,
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