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Photos: ANTHELIOS 60 Sunscreen(1) with CELL-OX SHIELD(TM) Available May 1 Nationwide
Date:4/30/2009

Featuring the Newest Innovation in the Anthelios Franchise for UVA and UVB Protection Down to the Cellular Level(2)

NEW YORK, April 30 /PRNewswire/ -- La Roche-Posay, the company that brought the highly anticipated Anthelios sunscreen franchise to the U.S., proudly announces the availability of Anthelios 60 Sunscreen(1) beginning May 1st. A worldwide expert in UV protection, the brand's new revolutionary sunscreen range offers high UVA protection with CELL-OX SHIELD(TM) for protection down to the cellular level(2).

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/anthelios/38019/

(Photo: http://www.newscom.com/cgi-bin/prnh/20090430/NY08407 )

As dermatologists observe that high SPF is not enough to protect skin from UV-induced cell damage, Anthelios 60 with CELL-OX SHIELD(TM) provides dual protection against exposure to harmful UV rays that can lead to short term and long term damage to skin cells, including skin cancer and premature aging. This two-pronged approach delivers a patented combination of two high efficacy(3) sun filters and powerful antioxidants to further protect skin down to the cellular level(2).

The first line of defense features a patented synergistic combination of UV filters with a unique stabilizing performance booster to deliver longer-lasting(4) photostable and broad-spectrum protection (SPF 60/PFA 28) with enhanced efficacy against UVA and UVB rays. The second line of defense features a powerful patent-pending antioxidant complex, including Senna Alata. This unique plant extract indigenous to tropical regions has a self-defense mechanism to protect against cell damage(2). In conjunction with another antioxidant, it protects skin from environmental aggressors.

"As a pioneer in UV protection, La Roche-Posay and Anthelios are recognized worldwide for advanced formulations with UVA and UVB protection," says Yannick Raynaud, Vice President and General Manager for La Roche-Posay USA. "Now, we've taken sun protection innovations from the research and development labs that brought you Mexoryl SX to develop the latest suncare advancements providing outstanding UVA protection, broad-spectrum coverage and increased compliance(5) through elegant textures."

Anthelios 60 Sunscreens(1) with CELL-OX SHIELD(TM) are available in three breakthrough, fast-absorbing textures -- an Ultra Light Fluid for face (normal to combination skin), a Melt-in Lotion for face (normal to dry) and a Melt-in Milk for body that is gentle enough for the face. Each has been specifically formulated for optimal patient compliance.

Perhaps the most exciting advancement for the Anthelios franchise is the introduction of the Anthelios 60 Ultra Light Fluid, commonly referred to abroad as the "Shaka-Shaka." With one sold every 15 seconds worldwide, this cult-favorite dries to a silky, matte finish. Representative of the La Roche-Posay product line and heritage in dermatology and sensitive skin formulations, the Anthelios 60 products(1) are non-comedogenic, fragrance free, PABA free and dermatologist tested.

About LA ROCHE-POSAY

La Roche-Posay is 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.

ANTHELIOS 60 Sunscreen from La Roche-Posay has a suggested retail price of $26.00 for the Melt-In Lotion, $32.00 for the Melt-In Milk and $27.50 for the Ultra Light Fluid, and can be purchased at select physicians' offices, CVS/pharmacy, Duane Reade, Longs and Brooks locations with Dermo-Skincare Centers, and online at www.larocheposay.us. To learn more about ANTHELIOS 60 Sunscreen, please contact Amy Wein, Vice President of Creative Media Marketing at 212.979.8884 or amy@cmmpr.com.

    1 Anthelios 60 does not contain Mexoryl SX (ecamsule)
    2 upper layers of skin
    3 SPF 60, PFA 28 and photostable
    4 than non-stabilized sunscreens
    5 compliance is defined as actual usage and appropriate dosage amount


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SOURCE La Roche-Posay
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