NEW YORK, May 7, 2015 /PRNewswire-HISPANIC PR WIRE/ — Skin cancer rates among Hispanics have skyrocketed in the United States. Research shows that in the past two decades alone, melanoma incidence among Hispanics has risen by almost 20 percent.¹  The first line of defense in helping to reduce the risk of developing melanoma is by wearing broad spectrum UVA and UVB SPF protection.  L’Oreal Paris, a leading global beauty brand, and Melanoma Research Alliance (MRA), the leading private funder of melanoma research, announced today the addition of Actress and L’Oreal Paris spokesperson, Genesis Rodriguez, to the It’s THAT Worth It To Me campaign.  This social media campaign encourages women to donate 15 social media seconds by sharing why SPF protection or using sunless tanner is worth it to protect their skin, their beauty and their life.  For every social share, L’Oreal Paris will donate $1 to MRA to fund the L’Oreal Paris – MRA Team Science Award Research Grant, up to $250,000 in 2015. 

Experience the interactive Multimedia News Release here http://www.multivu.com/players/Spanish/7459052-l-oreal-paris-mra-it-s-that-worth-it

Additionally, $1 from U.S. sales of select L’Oreal Paris products from now through December 31^st, 2015 will fund the L’Oreal Paris – MRA Team Science Award Research Grant, up to $250,000 in 2015, including: L’Oreal Paris Advanced Suncare Invisible Protect Clear Cool Lotion SPF 50, L’Oreal Paris Advanced Suncare Liquid Silky Sheer Face Lotion SPF 50+, L’Oreal Paris Advanced Suncare Alcohol-Free Quick Dry Sheer Finishing Spray SPF 50+, L’Oreal Paris Sublime Bronze Self-Tanning Serum, L’Oreal Paris Sublime Bronze ProPerfect Airbrush Self-Tanning Mist, L’Oreal Paris Age Perfect Cell Renewal Day Cream SPF 15, L’Oreal Paris Youth Code Dark Spot Correcting & Illuminating Day Cream SPF 30 and L’Oreal Paris Revitalift Anti Wrinkle + Firming SPF 30 Day Lotion.

Rodriguez will help spread melanoma awareness and sun protection education among the Hispanic community by sharing her personal story about how skin cancer has affected her family, and motivated her to protect her skin, her beauty and her life by wearing SPF.  She will appear in a public service announcement (PSA), a series of press events and participate in the donate 15 social seconds campaign.

“Growing up in Miami, I spent a lot of time outside, but I never really burned. I wore sunscreen from a young age because my mami told me that SPF prevented wrinkles and I wanted to keep my skin healthy-looking and youthful,” said Genesis Rodriguez, Actress and L’Oreal Paris spokesperson. “My life was affected by skin cancer when my abuelitos were diagnosed after years of working outside in Cuba.  I was shocked to learn about the risk of the disease because I did not think that Hispanics were at risk because of their skin tone.  It’s important for me to share my story and tell other Latinas that they are not invincible to developing melanoma and it’s important to wear SPF every day to protect your skin.”

Genesis’ PSA will join a series of celebrity broadcast, print and digital PSAs that feature Eva Longoria, Aimee Mullins, Diane Keaton and L’Oreal Paris Communications Executive Danielle Macaluso. Each spokesperson featured is committed to spreading awareness around the risk of melanoma and the importance of SPF and sunless tanner through personal storytelling to encourage others to help spread the word. 

“We are very proud to have Genesis Rodriguez join us in supporting Melanoma Research Alliance,” says President of L’Oreal Paris, Karen T. Fondu. “Genesis is an exceptional role model for young women.  We applaud her commitment to helping better the lives of others by using her celebrity voice to educate Latinas on the risk of melanoma and the importance of SPF.  She truly embodies the spirit of L’Oreal Paris’ philosophy, ‘Because You’re Worth It.'”

How To Participate in It’s THAT Worth It to Me by Donating 15 Social Media Seconds

Beginning on May 4^th, “Melanoma Monday,” and through Labor Day on September 7^th, people can participate in the campaign by following three steps:

1. Create a 15 second video or photo sharing with their social community why SPF protection or using sunless tanner is worth it. 
2. Share the video or photo via Insta-video/Instagram, Facebook and/or Twitter with hashtag #ItsTHATWorthIt  
3. Get your social media community involved to further spread the word by tagging three friends in your post.

About L’Oreal Paris’ Partnership with Melanoma Research Alliance (MRA)

This campaign is part of a three-year collaboration that began in May 2013 when L’Oreal Paris committed to donate over $750,000 to fund a team research grant with MRA, called the L’Oreal Paris-MRA Team Science Award. The L’Oreal Paris-MRA Team Science Award is led by internationally renowned cancer researcher Dr. Meenhard Herlyn, D.V.M., D.Sc., at The Wistar Institute in Philadelphia. Dr. Herlyn and his team are conducting research to explore the role of 16 variant genes as co-drivers in melanoma susceptibility, development and progression. The goal of the research is to help scientists better understand how to treat melanoma to develop improved treatments and a cure for melanoma.

About L’Oreal Paris 

The L’Oreal Paris division of L’Oreal USA, Inc. is a total beauty care brand dedicated to empowering women by offering the most luxurious and innovative products and services available in the mass market.  The brand’s signature tagline, “Because I’m Worth It,” was born in the United States in 1971 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L’Oreal Paris has been providing women around the world with products in four major beauty categories:  hair color, haircare, skincare and cosmetics. With L’Oreal’s invention of hair color in 1909, the brand continues to serve as the leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Feria, Excellence Creme, Advanced Haircare, Advanced Hairstyle, Elnett Satin Hairspray, the Ever collection, and OleoTherapy. As the #1 skin aging expert worldwide, L’Oreal Paris provides scientifically-advanced skincare products that are clinically proven to address individual skin concerns through its renowned brands Revitalift, Age Perfect, Sublime Bronze, and Advanced Suncare.  In 2014, L’Oreal Paris changed the way women interact with makeup by introducing Makeup Genius, an app that allows users to scan a L’Oreal Paris product or advertisement to virtually try on individual products or curated looks.  L’Oreal Paris’ iconic cosmetics collections include Infallible, True Match, Colour Riche, Voluminous, and Visible Lift. For more information about L’Oreal Paris and to receive personalized advice, expert tips, and exclusive content , please visit www.lorealparisusa.com or follow on Instagram, Twitter, Facebook and Tumblr @LOrealParisUSA.

About Melanoma Research Alliance (MRA)
MRA is a public charity formed in 2007 under the auspices of the Milken Institute, with the generous founding support of Debra and Leon Black.  Debra Black serves as Chair of MRA and is a melanoma survivor.  MRA has dedicated more than $60 million to research seeking to better prevent, diagnose, and treat melanoma, the deadliest type of skin cancer.  Due to the ongoing support of its founders, 100% of every dollar MRA raises goes to support its melanoma research program.  The organization is poised to build on recent momentum in the field, accelerating the pace of scientific discovery and translation in order to eliminate suffering and death due to melanoma.  MRA’s ability to fund wide-ranging research in melanoma is amplified by unique multi-faceted collaborations and partnerships with individuals, private foundations, and corporations.  For more information, please visit www.CureMelanoma.org.

For more information on the It’s THAT Worth It To Me social media campaign and how to fight melanoma visit www.itsTHATworthit.org.

¹ Skin Cancer Foundation. http://www.skincancer.org/publications/sun-and-skin-news/winter-2013-30-4/soar