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Dr. Brian B. Adams to Join the 'MISSION'
Date:6/4/2009

World Renowned Sports Dermatologist Appointed to Board of Advisors, MISSION Skincare(TM)

NEW YORK, June 4 /PRNewswire/ -- MISSION Skincare(TM), the first and only line of Athlete-Engineered(TM) skincare products, is pleased to announce that Brian B. Adams, MD, MPH, dermatologist and sports medicine specialist, has joined some of the world's most-esteemed athletes as the latest addition to the MISSION Skincare(TM) team.

As a member of the Board of Advisors, Dr. Adams will play an instrumental role in product formulation, development and efficacy, specifically ensuring that the product lineup offers innovative solutions in the prevention of skin cancer and addresses the vast skincare concerns specific to athletes. He will work closely alongside MISSION Skincare(TM) scientists and professional athlete co-founders including Serena Williams, Sergio Garcia, Mia Hamm, Steve Nash and others.

According to Josh Shaw, Founder and CMO, "Dr. Adams' extensive background, research and experience in athlete-focused dermatology are a perfect fit for MISSION Skincare(TM). Dr. Adams is a world renowned doctor, author and lecturer on the science of skincare among athletes, and we're honored to have him join us as we continue to pioneer the next frontier of innovative skincare and suncare solutions for active consumers."

Raising awareness for performance-based skincare products is a passion of Dr. Adams, an internationally recognized sports dermatologist, who solo authored the seminal book "Sports Dermatology" and is a part-time high school coach. "I am thrilled to be on the Board of Advisors for a socially-conscious brand that ensures there are products available to both athletes and non-athletes alike offering skincare solutions for everyday living, no matter your activity level. It's long overdue, and MISSION has it right," says Dr. Adams.

While the American Academy of Dermatology recommends avoiding sun exposure from 11 a.m. to 4 p.m., this is actually when most teams are out practicing. According to Dr. Adams, "Training and playing in the mid-day sun puts athletes at a greater risk for skin cancer, a potentially life-threatening condition that affects one in five Americans. Melanoma, the deadliest form of skin cancer, is the number one cancer killer of women ages 25 to 29. Outdoor athletes face double jeopardy because perspiration on the skin lowers the minimal erythema dose, the lowest UV light exposure needed to turn the skin barely pink. Skiers are in an even worse situation as there is less atmosphere on the high slopes than at sea-level to filter UV light, and the UV rays are reflected back up by the white snow."

About Mission Skincare:

MISSION Skincare(TM) is the brainchild of entrepreneur Josh Shaw, who founded the company in 2007 after meeting ultra-endurance runner Charlie Engle and hearing firsthand of the void in the marketplace for effective, functional and innovative skincare solutions. In addition to working closely with athletes in product innovation, MISSION Skincare(TM) proudly supports the charities of its partners and athletes. The products are engineered with breakthrough technology, vitamins, minerals and antioxidants, and are irritant and animal-cruelty-free.

The MISSION Skincare(TM) lineup currently includes: Ultra-Sweatproof Sunscreen SPF 30+ Lotion, Fast-Drying Sunscreen SPF 30+ Spray, Anti-Sting Sunscreen SPF 30+ Facestick, Anti-Friction Cream, Foot Synergy Gel, Lip Protector SPF 20 Gel, After-Sun Revive Gel and a collection of five Lip Balmers with SPF 15, including those created and designed by Serena Williams, Sergio Garcia, Amanda Beard, Gretchen Bleiler and Ryan Sheckler.

MISSION Skincare(TM) is available at select sports specialty retailers including Champs Sports, Lady Foot Locker, GNC and CVS, as well as at www.missionskincare.com.


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SOURCE MISSION Skincare
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